Life insurance is a very intense financial instrument which calls for interaction between the insured and the advisors. In a lot of ways, insurers have been seen as focusing on their distributors, basically the army of on-ground agents and not the policyholder, who is the end beneficiary. Over the years the hardselling of insurance policies have also boomeranged on insurers, who have faced poor persistency ratios, which is nothing but the continuity of an insurance policy by a policyholder through its tenure.