Caso de estudio sobre la preferencia por productos de seguros de vida a largo plazo en Ecuador.

Abstract

This study examines the low uptake of long-term life insurance in Ecuador, identifying key barriers to its adoption and proposing strategic measures for improvement. Using a qualitative approach, semi-structured interviews were conducted with insurance brokers and agents, supported by a robust theoretical framework on consumer behavior, financial marketing, and behavioral economics. Findings reveal that limited insurance culture, insufficient understanding of insurance mechanisms, and the perception of insurance as an unnecessary expense are major obstacles. Emotional and social factors, particularly personal experiences related to adverse events outweigh rational planning in decision-making. The study also identifies demographic profiles more inclined toward insurance, such as parents and individuals with significant financial obligations. Proposed strategies to increase life insurance penetration include financial education campaigns, greater transparency in communicating benefits, product redesign adapted to local purchasing power, and a more consultative sales approach.