Manulife Speeds Life Insurance Approvals With AI-Powered Underwriting Upgrades
Manulife is pairing a redesigned electronic life insurance application with an enhanced version of its AI underwriting engine, MAUDE, to move qualified cases to approval in as little as two minutes. The goal is simple: cut friction for advisors and get clients covered faster-without giving up oversight or accuracy.
What changed in the application
- Adaptive questioning: The app adjusts in real time based on age, coverage amount, and prior answers, so you only ask what's needed for the case in front of you.
- Fewer medical questions: Up to a 40 per cent reduction, with long and low-value sections removed to reflect current underwriting best practices.
- Standardized inputs: Drop-downs and pick lists for medications, conditions, travel, and hobbies improve consistency and speed up data entry.
- Hybrid decisioning: If MAUDE can't auto-approve, the case routes to a human underwriter for review-no extra steps for the advisor.
What it means for advisors and distribution teams
- Faster cycle time: More cases clear instantly, reducing back-and-forth and follow-ups.
- Cleaner submissions: Standardized inputs cut errors and "not-in-good-order" issues.
- Focus where it matters: Routine risks flow through MAUDE; your time shifts to complex or high-face cases.
- Clearer client experience: Shorter interviews and fewer interruptions during a sensitive buying moment.
"Since launch last fall, advisor adoption has been strong," said Karen Cutler, Chief Underwriter at Manulife Canada. "By December, more than half of eligible cases-58 per cent-had approvals processed automatically through MAUDE, a 56 per cent increase from pre-launch. By combining smarter questions with advanced AI, we're delivering a faster, more intuitive experience without compromising on quality or protection."
Underwriting governance stays front and center
MAUDE's upgrades build on years of production experience. The engine traces back to 2018, when Manulife introduced AIDA-Canada's first AI tool to make automatic underwriting decisions-and has been iterated since. The process remains grounded in a hybrid model: automation for straightforward risks, human review where discretion is needed.
"We've been doing this longer than anyone in the industry," said Jodie Wallis, Manulife's Global Chief AI Officer. "That experience has allowed us to build one of Canada's most advanced AI underwriting engines, grounded in our Responsible AI Principles so advisors and clients can feel confident in the decisions being made."
Fast facts to share with clients
- Two-minute decisions for qualified applicants.
- Up to 40 per cent fewer medical questions.
- 58 per cent of eligible cases approved automatically by December, up 56 per cent from pre-launch.
Operational checklist for teams
- Update field scripts: Rehearse the shorter interview flow and how adaptive questions work.
- Refresh compliance docs: Ensure disclosures and advisor guides reflect the new application and hybrid decisioning.
- Track key metrics: Straight-through processing rate, average decision time, referral rate to human underwriting, and resubmission/NIGO rates.
- Triage playbooks: Clarify when to expect instant decisions vs. human review so advisors can set client expectations.
- Feedback loop: Capture advisor pain points (e.g., medication list gaps, hobby classifications) to improve data entry speed and accuracy.
Why this matters for consumers
Clients get faster access to coverage and fewer barriers at a stressful moment. Advisors can spend more time advising and less time collecting low-value data. The hybrid model helps ensure individual consideration where it's needed, while automation handles the rest.
Bottom line for insurance professionals: Expect shorter interviews, higher straight-through approvals, and more consistent submissions. Prepare your teams to capitalize on speed gains while keeping human judgment ready for complex risks.
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