How Deep Front-End Architecture Drives Value for Life Carriers

Life insurance carriers are under pressure to deliver more value and retention, faster. Customers expect seamless, digital-first experiences.

Agents need intuitive tools that remove friction from sales and servicing. And carriers are increasingly measured by metrics like customer lifetime value (CLTV) & net promoter score (NPS), both reflecting business performance and customer satisfaction. 

Legacy environments make it difficult to adapt quickly. Traditional portals only scratch the surface — focusing on basic UI while leaving underlying workflows, decisioning, and automation unchanged. This results in stagnating engagement, high servicing costs, and fragmented experiences that fail to lift CLTV or NPS. 

ManageMy is changing that. 

Through our Deep Front-End, MyPlatform empowers life carriers to go beyond static user interfaces and transform the front-end into an operational engine that sits closest to customers and agents. This approach combines configurable digital experiences with embedded intelligence, real-time decisioning, and seamless core integration, enabling carriers to optimize value at every interaction. 

What Is the Deep Front-End — and Why It Matters 

ManageMy is pioneering the Deep Front-End — a new class of insurance technology that accelerates growth and improves margins without replacing core systems. 

Our Deep Front-End: 

• Connects directly to core systems while operating independently of PAS constraints 
• Embeds workflows, rules, data orchestration, and automation within the front-end experience 
• Makes real-time decisions at the point of interaction 
• Continuously optimizes journeys using Ai-driven insights 

This shifts the front-end from a passive interface into an active operational engine — directly improving conversion, retention, satisfaction, and servicing cost. And that’s exactly what moves the dial on CLTV & NPS for life carriers. 

How MyPlatform Improves CLTV & NPS Across the Life Insurance Lifecycle 

The true power of the Deep Front-End comes to life through MyPlatform — our modular, no-code solution for modern insurance journeys.

MyPlatform delivers intuitive digital experiences for carriers, customers, and agents — without replacing core systems. Built to streamline operations and unlock growth, it improves satisfaction and increases CLTV through fast, configurable journeys across the policy lifecycle.

Carriers can deploy MySales, MyService, and MyClaims – the core solutions within the platform – which all run on the same configurable foundation and adapt to your business needs. 

Increasing CLTV Through Personalized Upsell & Cross-Sell Journeys with MySales 

For most carriers, sales opportunities are missed — either buried in legacy systems or slowed down by manual processes. 

CLTV grows when carriers deliver more value to policyholders over time. MySales enables life carriers to: 

• Dynamically surface pre-approved coverage increases 

• Present next-best-offer recommendations based on Ai-driven insights 

• Automate evidence-of-insurability workflows 

• Remove manual handoffs that typically slow sales cycles 

Improving NPS Through Frictionless Servicing with MyService 

Most NPS damage occurs after the policy is issued, when customers need to complete time-sensitive tasks such as beneficiary updates, loans, withdrawals, or address changes. 

MyService simplifies and streamlines these interactions with: 

• Guided workflows that reduce errors and eliminate paperwork 

• No-code configuration to update forms or rules in minutes 

• Integrated data capture that syncs directly with core systems 

• Real-time validations to reduce call volume and manual review 

Improving Retention & Cycle Times with MyClaims 

Claims are moments that define customer trust. MyClaims delivers configurable, responsive experiences that streamline claims submission, documentation, and settlement—without replacing legacy systems. 

• Submit claims online 

• Upload required documentation 

• Receive real-time updates 

• Avoid duplicate information requests 

The Deep Front-End Drives Measurable Business Value 

With MyPlatform, life carriers can: 

• Increase CLTV through personalized engagement & higher-value sales 

• Improve NPS by delivering seamless servicing & faster claims 

• Reduce cost through embedded automation & fewer manual tasks 

• Accelerate speed-to-market with no-code journey configuration 

• Launch & optimize digital experiences without core transformation 

ManageMy enables insurance leaders to meet rising expectations with speed, simplicity, and measurable business impact — powered by the Deep Front-End. 

Contact us today to learn more about how the Deep Front-End can help your business today.