10 Features to Consider When Selecting a Distribution Platform Advisors Will Use

10 Features to Consider When Selecting a Distribution Platform Advisors Will Use

Blog | December 7, 2023

In today’s rapidly evolving insurance landscape, selecting the right distribution platform is crucial for life insurance companies to stay competitive and ensure their products are being sold effectively. This decision can significantly impact the success of your advisors and, by extension, your company’s bottom line. If you’re a VP of Sales, Marketing, Business Development, or in a similar role, it’s imperative to consider several key factors when choosing an online distribution platform for your advisors. In this blog post, we’ll explore what insurance companies need to think about to make an informed decision that benefits both your advisors and your life insurance business. 

1. Ease of Use:

Advisor-Centric Design: Ensure that the platform is user-friendly and built with the advisor in mind. Ask your potential platform vendor about details on user testing with advisors. The more intuitive the platform, the easier it is for your advisors to navigate, leading to increased productivity and satisfaction. Also, the harder the platform is to use, the less confident advisors will feel using the platform with their customers. 

2. Comprehensive Training and Support:

Onboarding and Training: Look for a platform provider that offers thorough onboarding and training programs. Well-trained advisors are more likely to embrace and effectively use the platform. 

Ongoing Support: Access to rResponsive customer support is essential. You should have a reliable point of contact with your platform vendor to address any questions or issues that may arise during daily use of the platform. 

3. Integration Capabilities:

Seamless Integration: Consider whether the platform seamlessly integrates with your existing systems and software. Compatibility reduces the learning curve for advisors and streamlines their workflow. Ask your potential platform vendor if they are experienced in and have APIs that can support integrations with other legacy systems or software such as CRMs or Needs Analysis tools. 

4. Data and Analytics:

Performance Metrics: Choose a platform that provides robust data and analytics. Advisors benefit from insights into their sales performance and client interactions, helping them make informed decisions and refine their strategies. They may also benefit from notifications that help them upsell or cross-sell at opportune life milestones. 

5. Customization:

Tailored Solutions: Advisors have diverse needs. The platform should offer the flexibility to customize tools and resources, allowing advisors to personalize their approach based on their unique client base and goals. 

6. Compliance and Security:

Adherence to Regulations: We all know that life insurance is a heavily regulated industry. Ensure your platform vendor understands and their software complies with industry standards and that they can support your advisors in maintaining regulatory requirements. 

Data Security: The security of client and company data is non-negotiable. Select a platform with advanced security features to safeguard sensitive information, such as SOC II certification. 

7. Consumer Experience:

Enhancing Consumer Engagement: A good distribution platform should not only empower advisors but also elevate the consumer experience. Look for features that simplify and improve the purchase process for consumers. For example, providing consumers with an omnichannel (as opposed to multi-channel) experience can create a seamless experience between both the advisor and consumer to improve customer loyalty to their advisor and generally improve/​accelerate their overall journey. 

8. Accessibility:

Anywhere, Anytime Access: In today’s digital age, accessibility is essential. Advisors should be able to access the platform from multiple devices, browsers, etc. allowing them to work efficiently from any location. 

9. Scalability:

Support for Growth: Your insurance company’s needs will change over time. Ensure that the chosen platform can scale with your business as you expand and adapt to new market demands. This might mean various online channels, or integration abilities for partnerships with other distributors. 

10. Feedback and Collaboration:

Advisor Involvement: Involve advisors in the decision-making process. They can provide valuable insights on what they need from a distribution platform and are more likely to embrace the chosen solution if they feel heard. 


Selecting the right distribution platform for your advisors is a strategic decision that requires careful consideration. By prioritizing ease of use, comprehensive training, integration capabilities, data and analytics, customization, compliance, client experience, mobile accessibility, scalability, and feedback, you’ll be well on your way to empowering your advisors to sell your products more effectively and provide consumers with exceptional service. This thoughtful approach not only benefits your advisors but also strengthens your position in the competitive insurance market.