Reinsurance Group of America (RGA) has published its global product trends report for the first quarter of 2025, identifying developments in life and health insurance across multiple regions.
In the Asia-Pacific region, RGA reported new offerings in life, medical, critical illness, and investment-linked products. In North America, activity centered on investment products, notably universal life and indexed annuities.
The Brazilian market drove product development in Latin America with a focus on life insurance. In Europe, the Middle East, and Africa, insurers introduced new life and medical products during the quarter.
RGA also noted emerging developments in fertility-related insurance and expanded coverage options that include multi-generational benefits. Future Family, a US-based startup, launched an in vitro fertilization (IVF) insurance product featuring a money-back guarantee if a child is not born after two cycles or is lost within two weeks of birth.
Separately, Cigna Healthcare announced a partnership with Progyny, a fertility solutions provider. The arrangement allows employers to offer expanded fertility coverage, including access to Progyny’s clinic network, pre-conception coaching, personalized support, and services related to surrogacy and adoption.
According to market forecasts, the global reinsurance sector is expected to expand from approximately US$630 billion in 2024 to US$696 billion in 2025, representing a compound annual growth rate of 10.4%.
Life and health insurance lines are anticipated to represent a substantial portion of this growth, as demographic shifts and longer life expectancies continue to shape consumer needs and underwriting strategies worldwide.
While capacity remains strong entering the 2025 renewals cycle, analysts have noted that pricing pressure is beginning to appear in certain short-tail specialty lines, particularly in markets that experienced rate hardening in previous years.
Insurance offerings have also expanded to include optional coverage for family members. In Malaysia, Prudential introduced PRUWith You Plus, which provides automatic coverage enhancements for children from birth through age seven. These enhancements include an extra 30% of the basic sum assured without underwriting or additional premium.
In Brazil, Icatu added an option to its Essential life insurance product that enables policyholders to purchase life coverage for their parents, up to age 80.
Insurers have continued to integrate value-added services to distinguish their life and health products. In Canada, Sun Life partnered with Empathy to provide bereavement support for group benefits members following a life insurance claim.
In Sri Lanka, Softlogic launched a health monitoring system that uses facial scanning technology to generate a “Health Score,” intended to guide users toward early intervention and allow reward-based engagement. The company plans to use the system as part of its underwriting approach.
In the United States, Guardian introduced a transportation benefit through a partnership with Uber Health for long-term disability claimants.
Lincoln Financial expanded its group benefits platform WellnessPATH Marketplace by incorporating new partnerships to offer services such as college planning, student loan assistance, and emergency savings. The platform has also been extended to include tax preparation, estate planning, and home-buying support.
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