Rising medical costs, aging Baby Boomers, technological developments in advanced analytics, threats of cuts in government pensions and healthcare, and shifting global economies are all rapidly changing the environment in which insurers are trying to compete. Insurers that view these market shifts as opportunities instead of threats and adapt their role will not only survive, but thrive in the new landscape.

The recent PwC report, titled "US Life Insurance 2020: Competing for a Future," outlines four key tactics insurers should incorporate into their daily activities in order to be successful in the new life insurance marketplace.

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