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Spring 5-1-2020
Recommended Citation
Zhang, Peiyi, "Evaluating the Cost of a Lapse in Life Insurance and its Implications on Developing a
Policyholder Retention Strategy for a Company" (2020). Honors Scholar Theses. 726.
https://opencommons.uconn.edu/srhonors_theses/726
Evaluating the Cost of a Lapse in Life Insurance
University of Connecticut
Spring 2020
Zhang 2
Table of Contents
Abstract…………………………………………………………………………... 3
1. Introduction…………………………………………………………………... 4
1.2. Lapses……………………………………………………………………... 5
1.3. Terminologies…………………………………………………………….. 6
2. Conservation Strategies…………………………………………………….... 8
3. Modeling……………………………………………………………….…….. 10
4. Analysis……………………………………………………………….……… 13
6. Conclusion…………………………………………………………………..... 20
Works Cited……………………………………………………………………... 21
Appendix ……………………………………………………………………....... 22
Zhang 3
Abstract
In the insurance industry, many companies focus on policyholder retention as one of their
key tools to retain premiums collected from customers. Customers may lapse after their purchases.
Insurance companies will not receive premiums and have to pay out surrender benefits which
makes it costly for an insurer. Indeed, understanding the cost of a lapse is important to retain
policyholders. This paper focuses on the cost of a lapse in life insurance, and its implications on
developing policyholder retention strategies. The first part of the paper summarizes the general
background of life insurance, lapses, and conservation strategies. The second part introduces the
modeling and simulations of three types of life insurance policies. The economic gain of a life
insurance policy is defined as the accumulated value (AV) of past premiums plus the present value
(PV) of future premiums until death/lapse less the PV of future benefits and less the AV of
acquisition costs at issue. Next, the paper proceeds to analyze the cost of a lapse of a policy and
quantify it as the difference between the economic gain of a policy at 0% lapse rate and that at
10% lapse rate. Based on the cost of a lapse, which is the same as the gain from conservation
strategies, the insurance company will be able to rank its policies and prioritize which policies to
discussed in the following section from both an actuarial perspective and a business perspective.
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1. Introduction
Individuals, companies, and organizations face different risks every day. Most of the time,
risks arise due to the uncertainties of multiple outcomes that may happen. For example, when a
person falls sick, he may recover, be critically ill, or even die. As one of the main purposes of
relationship between risk and insurance. According to the 2019 Insurance Fact Book, 52% of the
Net Premiums written in the U.S insurance industry in 2017 comes from Life and Health Insurance
policies (The III 5), which indicates the importance of life insurance to people's lives. Moreover,
the total life insurance premiums amounted to USD 2.6 trillion, which is 3.5% of the global GDP
in 2016 (KPMG 6). From the insurer’s perspective, it is also valuable to investigate how life
insurance can bring in more benefits to the company. Therefore, the main focus of this paper is
Insurance is an agreement between two parties - one is the insurer or the insurance
company, and the other is the policyholder or his designated beneficiary. The policyholder pays a
stipulated payment called premium to the insurance company, in exchange for a defined amount
of money upon the occurrence of any specific loss (Anderson & Brown 3). Specifically in life
insurance, the defined amount of money is usually a surrender charge when someone lapses, or a
Two of the most common types of life insurance policies are used for the modeling in the
paper. One of them is term life insurance, with ranges of term length between 1 year and 30 years.
The premiums of term insurance are usually the lowest amongst all types of life insurance, but it
will increase with the age of the policyholder if the term policy is renewed (Smith & Hayhoe 1).
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During the term length, the policyholder may voluntarily choose to lapse by stopping the payment
of premiums, and the insurer has to pay out a surrender charge. At the end of the term, if the
policyholder survives and the policy matures, he has the option to end the policy or to extend/renew
it. If the policyholder dies, the insurer will pay out death benefits to the beneficiaries of the
policyholder.
Whole life insurance is the other one used for the modeling. It works similarly to the Term
Life, but whole life policies will pay out the death benefit regardless of when the policyholder dies
as the term length of whole life policies is lifelong. The premiums of whole life insurance are much
1.2 Lapses
With the tumultuous changes in the economy and technology, some people may disagree
in regards to investing in life insurance, because of its expensive premiums and the existence of
other financial priorities with faster rewards. Policyholders may also assume that they are healthy
and life insurance is not necessary, after continuously paying premiums for a few years. Lapses
happen when policyholders choose to discontinue their policies with insurance companies,
When a lapse occurs, the policyholder drops out of the insurance policy and stops paying
regular premiums. The insurance company needs to pay out a surrender charge, which is close to
the reserve at this point. A higher lapse rate means fewer people renew policies, which may
adversely affect the profitability of the insurance company. People who usually think that they are
healthy choose to lapse their policies, leaving the group of policyholders who are not confident in
their health situation with insurance companies. The mortality rate of the remaining group could
Zhang 6
go up compared to the original group, and there is a higher probability that insurers will pay out
death benefits. Nevertheless, if the policyholder is holding a term life insurance policy and he is at
the later part of the term length, then it might be better for this policyholder to lapse. There is a
higher chance that policyholders may accidentally pass away. Paying out death benefits at such a
late stage is detrimental to the insurer, and lapses would be preferred in this particular case. Hence,
retaining policyholders and managing the lapse rate has to be strategically managed, and is one of
the most crucial goals for insurance companies to earn profits in the long run.
In theory, there is no clear definition or formula about what the cost of a lapse is. It is also
hard to quantify the cost of a lapse, because it depends on when the lapse happens during the term
length, the type of insurance policy and how this policy is priced. In this paper, the cost of a lapse
is viewed the same as gain from conservation strategies to retain policyholders, and it is defined
as the difference between the economic gain at 0% lapse rate and the economic gain at the policy’s
1.3 Terminologies
1) Duration
The duration of a life insurance policy is the maximum number of years over which the
policy coverage will continue, provided that the policyholder is alive and the policy is
active.
2) Premiums
Premiums are the payments made by the policyholders to their insurance companies
regularly. In general, the three most common types of premiums are level premiums, yearly
The acquisition costs are the direct costs an insurer incurs when acquiring a new policy
4) Economic Gain
The economic gain of a life insurance policy is defined as the accumulated value of past
premiums plus the present value of future premiums until death/lapse less the present value
of future benefits and less the accumulated value of acquisition costs at issue.
5) Cost of a Lapse
In this paper, the cost of a lapse is essentially the same as the gain from implementing
the economic gain at 0% lapse rate and the economic gain at an assumed underlying 10%
lapse rate.
6) Conservation Strategies
In this paper, the conservation strategies for life insurance is the same as the policyholder
retention strategies that the insurance company develops to control its cost of lapses.
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2. Conservation Strategies
The cost is paid for at first by the insurance company, and the company makes a profit
because of the fact that the savings from conservation are larger than the cost. These savings
through rate adjustment are passed on to the insured, and at the same time, the expense is gradually
passed on to the insured. Eventually, there comes a time through the operation of the law of
diminishing returns when further conservational activity will not pay for itself and further activity
can therefore not be undertaken except for reasons other than economics (Whitney 237).
negative impacts of unfortunate events. However, insurance does not prevent misfortunes from
happening, and in many cases, the costs of these misfortunes can be detrimental to a company.
For a life insurance policy, the insurance company will conduct examinations and assess
risks associated with the policyholder to decide if it will accept this policyholder. After that, the
policyholder pays premiums regularly, and the only uncertainty left in this policy is how long he
can live. If the policyholder survives beyond the term length of the insurance, the insurance
company will make money due to the premiums collected and the interest earned on the premiums
over time. However, if the person did not make it to the end of the term, the insurance company
has to pay out benefits due to death or lapses. While it is hard to foresee how many people are
going to drop their policies in the future, there are conservation strategies that insurance companies
can implement to help them better estimate the lapse rate levels so as to achieve cost efficiency
the importance for insurance companies to manage the lapses in different situations. Conservation
strategies will be provided in a later section with both an actuarial perspective and a business
3. Modeling
The ultimate goal of this model is to evaluate the cost of lapses and how it can help
companies implement conservation strategies to retain their policyholders. There are three
1. The policyholder survives throughout the whole term, and the policy matures. All
2. The policyholder decides to stop paying premiums to the insurance company and
3. The policyholder dies during the term period. The insurance company pays out the
In total, 20,000 scenarios are simulated by using Microsoft Excel. Each scenario is
represented by an index number from 1 to 20,000, and it will be assigned with one of the status
among “alive”, “lapse” or “death”. The status is assigned based on the testing lapse rate and
mortality rate from the VBT table. For example, with a 10% lapse rate and a mortality rate of
0.03% for the first year, there should be 2,000 scenarios that lapse, 6 scenarios that die, and the
rest 17,994 scenarios stay alive in the first year. If the index number is smaller or equal to 17,994,
the policy will be an “alive”. If the index number falls between 17,994 and 19,994 (inclusive), the
policy will be a “lapse”. Otherwise, a “death” will be assigned to the policy. If the policy is not
“lapse” or “death”, it will move on to the next year and use a 10% lapse rate and next year’s
mortality rate.
Assumptions
1. Use the select-and-ultimate mortality table - 2018 Valuation Basic Table (VBT).
6. The acquisition cost is 2 times the gross premium in the first year.
7. The surrender charge is assumed to be the reserve calculated at the time when lapse occurs.
There are three types of life insurance policies tested, and they are listed as following:
All cash flows are evaluated at the beginning of the term length for each policy. The overall
economic gain is the average of economic gains of 20,000 scenarios. All premiums are treated as
cash inflows. The death benefit paid at death, surrender charge paid at lapse, and the acquisition
costs at the beginning are treated as cash outflows. The overall economic gain equals to:
- PV (Surrender Charge, assumed as the reserve at that specific time when lapses)
2. Compare the average present value of economic gain through all scenarios.
3. Set the lapse rate to 0% which means no lapse. Calculate the average present value of
4. Calculated the gain from conservation strategies as the difference between the economic
This paper analyzes the cost of a lapse, i.e. the gain from conservation, as:
Furthermore, how the cost of a lapse/gain from conservation strategies changes with
variations in policyholder duration, term length, and lapse rate will be analyzed. These analyses
will help to demonstrate the relationship between the cost of a lapse and those changing factors,
and contribute to how conservation strategies will be developed in the best interest of the company.
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4. Analysis
The economic gain of a policy increases as the duration increases for all three types of life
insurance policies tested. During earlier durations, the economic gain at 0% lapse rate is always
higher than the economic gain with 10% lapse rate. However, after a certain duration, the economic
gain with no lapse will become smaller than the economic gain at 10% lapse rate until the end of
duration. The trend of economic gains at 0% and 10% lapse rate by duration explains why there is
a positive gain from conservation at earlier durations, and decreases to negative values later on.
Table 1: Economic Gain at 0% and 10% Lapse Rates by Duration for a 15-Year Term Life Policy
For example, the economic gain at 0% lapse is larger than the economic gain at 10% lapse
rate from duration 0 to duration 4. After duration 5, the economic gain at 0% lapse rate becomes
less than that at 10% lapse rate, which leads to a negative gain from conservation strategies. This
is also observed in both the 25-year term life policy and the whole life policy.
The gain from conservation strategies of the policy at different durations reflects
how much costs a lapse is to an insurer. The graphs of 15-Year and 25-Year Term Life
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Policy exhibit a similar trend. The gain from conservation strategies decreases gradually
Table 2: Gain from Conservation Strategies by Duration for 15-Year & 25-Year Term Life Policies
This shows that the longer the duration, the less the gain is obtained from
conservation strategies and controlling the lapse rate. Moreover, there are only positive
gains from conservation strategies at the early durations. Evidently, it is more beneficial to
The gain from conservation strategies increases after reaching its minimum value.
Even though the economic gain at 10% lapse rate is larger when the gain from conservation
strategies becomes negative, the increasing rate of the economic gain at 0% lapse rate
accelerates towards the end. Eventually, the economic gains at 0% and 10% lapse rate
become the same. Hence, controlling the lapse rate at a later stage is not necessary, because
economic gains do not differ much whether lapses are present or not.
In general, the whole life policy exhibits a similar trend as what is observed in the
15-Year and 25-Year Term Life Policy. The 33-year period of positive gain from
conservation strategies is much longer than term insurance policies. This means that
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controlling the lapse rate during these 33 years will be more profitable to the company.
Between the duration 40 and duration 60, the gain from conservation strategies remains
almost steady. A sharp decrease is observed after the 60-year duration. Since the issue age
of the modeling policy is at age 45, and the mortality table becomes artificial after 60 years,
Table 3: Gain from Conservation Strategies by Duration for a Whole Life Policy
Gain from Conservation Strategies Per Thousand for Whole Life Policies
It is worthwhile to notice the gain from conservation strategies for a large number of whole
life policies, because whole life policies are commonly purchased by policyholders. For a newly
issued (at duration 0) whole life policy, developing conservation strategies to retain policyholders
can generate a gain per 1,000 as $4.2. For a group of similar policies, this gain will exceed what is
Table 4: Gain from Conservation Strategies Per Thousand for a Whole Life Policy
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Gain from Conservation Strategies by Term Length
With the same duration and all other constant inputs, the gains from conservation strategies
Table 5: Relationship between Term Length and Gain from Conservation Strategies of Life Insurance Policies
For instance, for new-issued policies, i.e. 0-year duration, the gain from implementing
conservation strategies to bring the 10% lapse rate down to 0 for a $100,000 policy is $92.44 for
a 15-Year Term Life policy, and 46 times more ($4223.03) for a Whole Life policy. The table
below illustrates the trend of gain from conservation strategies for three types of life policies
This trend shows that it is more beneficial to introduce conservation strategies to decrease
the lapse rate for longer term length policies. When a policy has longer term length, it also has
more time at the beginning to generate a positive gain from lowering the lapse rate.
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The actuarial perspective of policyholder retention strategies will help the insurance
company to manage their financial risks, since the actuarial analysis done in previous sections
provides the results of how much gain the company will earn at different durations across a range
of products. It is commonly known that managing financial risks is one of the top priorities of
companies. Insurance companies will be more prepared if they can model and estimate the right
overall economic gain, especially at early stages. At the beginning of each policy, when a
policyholder just purchased it, the insurance company has to pay out acquisition cost and
other compulsory expenses, and consistent premiums paid by policyholders in the future
For policies with longer term length, insurance companies will have more time to
collect premiums. From the analysis above, the longer the term length of a life insurance
policy, the larger the gain generated from conservation strategies are generated.
At later durations, it is not necessary to control the lapses. From a study conducted
by the SOA, the highest lapse rate occurs in the first year and decreases most significantly
Table 6: Current Study (2009-2013) versus Prior Study (2007-2009) of Policy Lapse Rate by Policy Year
Besides, when the gain from conservation strategies becomes negative, lapses are
no longer a cost. Therefore, insurance companies will no longer benefit from implementing
with financial modeling. Due to the current economic situation with low interest rate and
investment yield, insurance companies should know the importance of managing their non-
financial risks to achieve cost efficiency. According to an article published by McKinsey &
Company, non-financial risks (operational risks) are a second critically important risk type that
might be largely overlooked (Buehler, Carpineti, Michel-Kerjan, Nauck & Serino). Operational
risks, such as critical misconduct and cyber-attacks, have an impact on daily business operations.
Hence, building policyholder retention strategies from a business perspective together with
actuarial analysis will help companies to obtain better economic gains and reduce both financial
The risk management team conducts risk assessment on all policyholders when they
purchase a policy. It is important to closely monitor and update the process of risk
classification, because individuals who are expected to have the same cost should be
grouped together. The more accurate the risk classification is, the easier it is for the
processing data and delivering results. The performance of policyholders should also be
captured in the system, so it will be easier to track and follow-up with certain groups that
When there are customers complaining about insurance agents or policies, call-
center representatives should indicate these policyholders in the system for follow-up
economic gain who are likely to have issues with their policies and may potentially drop
out.
Since it is important to manage the lapse rate at early durations, the call center can
generate a list of new policyholders or policyholders who are at their early durations. It
will be helpful for call center representatives to perform conservation strategies to retain
policyholders, as they can reach out to those policyholders, particularly those with high
economic gain, to check if they have any questions or show their concerns in general.
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6. Conclusion
In conclusion, in this paper, the cost of a lapse is evaluated as the gain from developing
in economic gain at 0% lapse rate and 10% lapse rate. The implications of policyholder retention
strategies are analyzed from both an actuarial perspective and a business perspective. As there are
many other ways to quantify the cost of a lapse and how it can affect an insurance company’s
profitability, it is undeniable that controlling the lapse rate and policyholders is important to
insurance companies. Conservations strategies are used to help achieve this goal in different ways.
There are further improvements that can be made to the modeling used in this paper. The modeling
can be more dynamic if a feature of risk classification is added as an input. R may also be used to
Overall, from calculations in the modeling, the cost of a lapse can be costly, especially in
early durations. Insurance companies should invest in developing policyholder retention strategies,
because these strategies will be beneficial to their overall economic gain, especially from
policyholders who are at early durations. Although people commonly know that retaining
policyholders is important for insurance companies, it is hard to quantify the retention value due
to varying durations and different types of policies. From the modeling and analyses in this paper,
insurance companies can calculate their cost of lapses/gain from conservation strategies, and
prioritize their conservation strategies by ranking each inforce policy by highest to lowest
economic gain. Efforts from different teams and departments in the company are also important to
support and boost the gain calculated from the actuarial modeling.
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Works Cited
Anderson, J. F., & Brown, R. L. (2005). Risk and Assurance. Education and Examination
21-05.pdf
Buehler, K., Carpineti, M., Michel-Kerjan, E., Nauck, F., & Serino, L. (2019, November). The
https://www.mckinsey.com/business-functions/risk/our-insights/the-value-for-insurers-in-
better-management-of-nonfinancial-risk
KPMG. (2018, April). Importance and Key Benefits of Life Insurance and Private Pensions.
Smith, M., & Hayhoe, C. R. (2005). Life Insurance: The Different Types of Policies. Publications
https://www.pubs.ext.vt.edu/content/dam/pubs_ext_vt_edu/354/354-143/354-143_pdf.pdf
Shaughnessy, M., & Tewksbury, K. (2019). U.S. Individual Life Insurance Persistency: A Joint
Study Sponsored by the Society of Actuaries and LIMRA. The Society of Actuaries (SOA).
https://www.soa.org/globalassets/assets/files/resources/research-report/2019/2009-13-us-
ind-life-persistency-update-report.pdf
The Insurance Information Institute (The III). (2019). 2019 Insurance Fact Book.
https://www.iii.org/sites/default/files/docs/pdf/insurance_factbook_2019.pdf
https://www.casact.org/pubs/proceed/proceed30/30231.pdf
Zhang 22
Appendix
4. Gross Premium: G
5. Death Benefit: B
6. Reserve at time k: k Vx
7. n years term product with t duration years
In one year,
• Probability of lapse: ↵
1. Death Benefit is paid when the policyholder dies. The expected payment to death benefit is:
E[GP ] = G ⇤ (1 + v px+t + v 2 2
2 px+t + ...)
nX
t 1
= G(v )k k px+t
k=0
1
Zhang 23
3. Net premium reserve is paid if lapse. The reserve is calculated prospectively. Expected payment for
Lapse Benefit is: