LexisNexis® Life Attrition Model

See early retention potential—so you can focus on life insurance prospects more likely to stay

Spot life insurance prospects less likely to stay—before investing your time and resources

Early-term lapses undermine long-term value, yet most life insurance carriers can’t see them soon enough to act. When generic or self-reported data is all you have, it’s difficult to know which prospects will stay—and which ones are likely to lapse before you recover acquisition cost or agent effort.

With LexisNexis® Life Attrition Model, you gain early insight into retention potential right at the point of marketing. This non-FCRA predictive model, powered by individual-level public records data, can help you prioritize spend and agent effort toward life insurance prospects with the lowest attrition risks—so every acquisition choice helps support stronger lifetime value.

Make confident prospect choices with earlier retention insights

Spot early-lapse risks

See which prospects are least likely to stay

Prioritize your effort

Direct your time toward life insurance prospects with stronger retention potential

Steer spend toward long-term value

Make informed data-driven decisions before you commit acquisition spend

Strengthen retention from day one

Use early signals to focus on life insurance prospects with long-term potential

See where most early lapses occur

Early-term lapses aren’t random—they come from specific customer segments. Life Attrition Model organizes prospects into 10 deciles based on retention potential, revealing where early lapses are most concentrated.

Internal performance data shows:

58% of lapses in the first two years come from deciles 8–10
Consumers in decile 10 lapse more than four times as often as those in decile one

With more clarity at the point of marketing, you can focus effort on life insurance prospects with stronger long-term potential.

1 Source: LexisNexis® Risk Solutions, Internal Study, 2025

Strengthen your life insurance acquisition strategy with early retention insight

How does Life Attrition Model give you a clearer view of early-term attrition?

Life Attrition Model provides individual-level insight into a life insurance prospect’s likelihood of staying in-force early in the policy—something generic or self-reported data can’t reliably show.

Evaluate retention potential earlier:

	Get insights at the individual level Go beyond demographics to understand which life insurance prospects are more likely to lapse in the first years of coverage.
	Segment with precision Make faster decisions with score and decile outputs that support both quick triage and more granular segmentation.
	Act on life insurance-specific data Gain clearer visibility into policy persistency by drawing from industry data that internal or historical data alone can’t surface.

With earlier clarity on projected policy persistency , you can make more confident acquisition decisions from the start.

How does Life Attrition Model give you a clearer view of early-term attrition?

Evaluate retention potential earlier:

	Get insights at the individual level Go beyond demographics to understand which life insurance prospects are more likely to lapse in the first years of coverage.
	Segment with precision Make faster decisions with score and decile outputs that support both quick triage and more granular segmentation.
	Act on life insurance-specific data Gain clearer visibility into policy persistency by drawing from industry data that internal or historical data alone can’t surface.

With earlier clarity on projected policy persistency , you can make more confident acquisition decisions from the start.

How does Life Attrition Model help you better prioritize prospects ?

Life carriers use Life Attrition Model to factor retention potential into early acquisition decisions—before they’ve committed spend or agent effort. This enables you to focus attention on prospects more likely to stay and prioritize opportunities that support stronger long-term outcomes.

Apply retention insight across key acquisition decisions:

	Refine list build, append and retargeting Append retention likelihood to customer and prospect lists to clarify which segments are worth prioritizing.
	Route inbound inquiries with confidence Apply score and decile information to triage calls or web inquiries and direct higher-retention prospects to the right agent or channel.
	Guide customer acquisition decisions Use retention signals to decide which prospects are worth pursuing—and which may not stay long enough to justify the effort.

With earlier retention insights, you can support agents with better opportunities and align acquisition with long-term, profitable growth.

How does Life Attrition Model help you better prioritize prospects ?

Apply retention insight across key acquisition decisions:

	Refine list build, append and retargeting Append retention likelihood to customer and prospect lists to clarify which segments are worth prioritizing.
	Route inbound inquiries with confidence Apply score and decile information to triage calls or web inquiries and direct higher-retention prospects to the right agent or channel.
	Guide customer acquisition decisions Use retention signals to decide which prospects are worth pursuing—and which may not stay long enough to justify the effort.

With earlier retention insights, you can support agents with better opportunities and align acquisition with long-term, profitable growth.

How does Life Attrition Model help marketers get a more comprehensive view of the right life insurance prospects?

Early retention insight is one part of understanding a prospect’s long-term fit. A more complete view comes from combining insurance retention scoring with other early prospect signals.

See how retention insight works with other early signals:

	LexisNexis® Life Target Evaluator See if a prospect aligns with your risk appetite before you invest effort or budget. Together, these non-FCRA models can help you segment prospects by lifetime value potential.
	LexisNexis® Life in the Market Insights Identify prospects who have recently experienced a death in their personal network—providing important context for engagement.

How does Life Attrition Model help marketers get a more comprehensive view of the right life insurance prospects?

Early retention insight is one part of understanding a prospect’s long-term fit. A more complete view comes from combining insurance retention scoring with other early prospect signals.

See how retention insight works with other early signals:

	LexisNexis® Life Target Evaluator See if a prospect aligns with your risk appetite before you invest effort or budget. Together, these non-FCRA models can help you segment prospects by lifetime value potential.
	LexisNexis® Life in the Market Insights Identify prospects who have recently experienced a death in their personal network—providing important context for engagement.

LexisNexis® Life Attrition Model is not provided by “consumer reporting agencies,” as that term is defined in the Fair Credit Reporting Act (15 U.S.C. § 1681, et seq.) (“FCRA”) and does not constitute a “consumer report,” as that term is defined in the FCRA. Accordingly, LexisNexis® Life Attrition Model may not be used in whole or in part as a factor in determining eligibility for credit, insurance, employment or for any other eligibility purpose that would qualify it as a consumer report under the FCRA. Due to the nature of the origin of public record information, the public records and commercially available data sources used in reports may contain errors. Source data is sometimes reported or entered inaccurately, processed poorly or incorrectly, and is generally not free from defect. This product or service aggregates and reports data, as provided by the public records and commercially available data sources, and is not the source of the data, nor is it a comprehensive compilation of the data. Before relying on any data, it should be independently verified. LexisNexis and the Knowledge Burst logo are registered trademarks of RELX Inc., used under license. Copyright © 2021 LexisNexis.

What would you do differently with an early view of who’s likely to stay?

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LexisNexis® Life Attrition Model

Spot life insurance prospects less likely to stay—before investing your time and resources

Make confident prospect choices with earlier retention insights

Spot early-lapse risks

Prioritize your effort

Steer spend toward long-term value

Strengthen retention from day one

See where most early lapses occur

Strengthen your life insurance acquisition strategy with early retention insight

What would you do differently with an early view of who’s likely to stay?

Thank you.

Insights and Resources

Predictive models can power profitable growth

Webinar: Smarter segmentation

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Lead Optimizer for Life

Life Target Evaluator

Life in the Market Insights

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Business Overview

Executive Leadership

Careers

Corporate Responsibility

Inclusion & Belonging

Our Technology

News Room

Experts

The ADAM Program

Corporate Alliances and Partnerships

Government Alliances

Healthcare Partnerships

Insurance Alliances

LexisNexis® Life Attrition Model

Spot life insurance prospects less likely to stay—before investing your time and resources

Make confident prospect choices with earlier retention insights

Spot early-lapse risks

Prioritize your effort

Steer spend toward long-term value

Strengthen retention from day one

See where most early lapses occur

Strengthen your life insurance acquisition strategy with early retention insight

What would you do differently with an early view of who’s likely to stay?

Thank you.

Insights and Resources

Predictive models can power profitable growth

Webinar: Smarter segmentation

Related Products

Lead Optimizer for Life

Life Target Evaluator

Life in the Market Insights

Market Magnifier

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