Australian private health insurers are losing 40–70% of prospects in the final mile of the quote journey. At Deepend, in our work with leading member-owned and regional funds like Teachers Health and Westfund, we consistently see the same pattern: abandonment isn’t usually about price. It’s about friction at the point of decision. 

When digital journeys overload users, ask for too much too soon, or fail to guide intent, conversion stalls. 

By shifting from “information dumps” to structured Needs Statements, we’ve helped insurers double online member conversion and lift completed quotes by 10–18%, without increasing media spend. 

Here are seven friction points we’re actively solving to reclaim that value. 

1. The “Information Dump” vs the Needs Statement

Many quote flows present 50-row benefit tables before understanding what the member actually needs. 

Deepend approach: Replace static grids with a dynamic Needs Statement tool. Three high-value questions upfront match users to a clear life stage (e.g. “Starting a family” or “Coastal retiree”). 

Impact: Reduced comparison paralysis and clearer decision pathways, in some cases doubling revenue from primary online channels. 

2. The LHC Loading “Brick Wall”

Lifetime Health Cover (LHC) loading can derail some users when historical details are mandatory. 

Deepend approach: Remove unnecessary friction. Use “best estimate” toggles and reassuring microcopy to maintain momentum. 

Impact: Fewer users abandoning the journey to search for paperwork, and a smoother path to completion. 

3. Data Greed: Shifting the Friction Point

Requesting email or mobile details before showing a price triggers immediate scepticism. 

 Deepend approach: Lead with value. Provide anonymous pricing first. Introduce “Save for later” or “Email me this quote” only once the benefit is clear. 

Impact: Up to 20–30% uplift in digital engagement by building trust before requesting personal information. 

4. The Medicare Levy Surcharge (MLS) Blind Spot

Many engines fail to clearly frame premium cost against MLS liability for higher-income earners. 

Deepend approach: Real-time net cost calculators that show how premiums offset MLS exposure. 

Impact: Reframing insurance from a grudge purchase to a strategic financial decision, driving stronger uptake of Hospital cover. 

5. Mobile-First Accessibility

Around 60% of research happens on mobile, yet many journeys are still desktop experiences squeezed into smaller screens. 

Deepend approach: True mobile-first design, thumb-friendly hit areas, clear hierarchy, accessible text sizing. If users have to zoom, the experience is already broken. 

Impact: Fewer mis-taps, fewer errors and stronger engagement, particularly among older regional members. 

6. Persistent State: Removing the “Back Button” Reset

Members want to experiment, adjusting excess from $500 to $750 to see how it changes weekly cost. 

Deepend approach: Persistent state architecture. Real-time price updates without page reloads or lost inputs. 

Impact: A more exploratory, confident experience that keeps users in flow and closer to commitment. 

7. Onboarding Friction: The Digital ID Opportunity

The jump from “Quote” to “Buy” is where churn peaks, often due to manual Medicare and address entry. 

Deepend approach: Digital ID and OCR integration. Let members scan their Medicare card and remove unnecessary manual effort. 

Impact: 9–12% reduction in early-stage churn during final application steps. 

The Bottom Line 

In some cases, unlocking growth doesn’t require a full platform overhaul. Targeted, evidence-led improvements to key friction points move the needle quickly, and sustainably. 

In health insurance, conversion isn’t won with louder marketing. It’s won in the details of the experience.