December 2025

The title of this publication, Risky Business, always reminds me of those iconic 1980s movies where story lines and actors liked to push limits, and new or futuristic technology was often part of the story. Now, back to the future – 2025 – and we’ve pushed the limits, making significant progress to improve the customer buying experience.

As of October 1, we’ve eliminated Motor Vehicle Reports as a routine requirement and will only get them for cause, which may include driving, sports/avocations, or medical reasons. We also raised the Attending Physician's Statement requirement to $3,000,001 for ages 18-40. We completed a protective value study on our underwriting requirements which confirmed that the remaining requirements provide information relevant to the underwriting decision, including Electrocardiograms on applicants age 70+.

In September, we launched our enhanced Manulife E-Application for advisors that asks fewer questions; we introduced a reflexive question set which helps provide the underwriters with the information we need to assess the application. This streamlined application also features better flow and screen design which is especially helpful when multiple lives are involved in the sale. 

When going through the enhanced e-application, it's important for clients to have their medications ready. Also, they should carefully read the instructions for each question noting the phrase “that you haven’t already told us in previous questions on this application” to avoid repeating information they've already provided.

We refined MAUDE, our proprietary AI based tool that approves standard applications without human intervention. As a result, in October alone we saw a 27% increase in applications approved on eligible cases. MAUDE 4.0 is now integrated with our Manulife E-Application iLong (without tele-interview) and Manulife E-Application iShort (with tele-interview), thereby expanding the number of applicants eligible for approval by MAUDE. 

Over time, we expect more applicants will qualify as our advisors become more comfortable with the e-application. Our system approves a typical case in less than 15 minutes, and while you can’t see the approval on the application screen, you’ll receive a New Business Notification via Advisor Portal. Instant approval will be available in 2026!

Manulife was the first company to use an AI decision tool, starting in 2018. We were recently recognized for our AI innovation ranking 4th in the 2025 Evident AI Index for Insurance – another example of Manulife being an industry leader!

Whether or not MAUDE is used, the Manulife E-Application speeds up our decision-making process. The reflex questions and pick lists give underwriters all the information they need for the initial review. This means we ask advisors fewer follow-up questions, leading to faster policy delivery with fewer changes, less insurance jargon, and less paperwork for clients to sign.

Our continued commitment to improve the buying experience is not limited to a particular market. Whether you write business in mass market, or the high-net-worth market, or anywhere in between, we’re constantly refining our new business processes, improving our underwriting guidelines, and obsessing about the customer experience. Stay tuned for additional updates coming soon!

For more underwriting tips and insight follow Karen Cutler on LinkedIn. Karen is our VP, Head of Underwriting and Claims, Chief Underwriter Individual Insurance.