It seems to be a constant problem about how to reach potential insurance customers in younger demographics. Most of those conversations, unsurprisingly, have involved carriers connecting with customers via their Web sites. However, a recent story out of the Philippines serves as a reminder that there are other ways for insurers to expand the scope of their multi-channel distribution models.

According to the Sun.Star Cebu (a Cebu City, Philippines-based newspaper), Sun Life Financial has partnered with ePLDT, a communications technology company, to introduce Lakbay ProTXT and Family ProTXT, two "pre-paid card"-style personal accident insurance products that can be purchased through text message.

Details on the initiative are limited, but according to the Sun.Star article though, ProTXT cardholders can, through a text message, choose to purchase insurance for a period of 15 days to a year.

Could this concept enter other markets sooner rather than later? It is true that young people are increasingly comfortable communicating to one another via text message, but does it stand to reason that, as they mature, they'll be just as comfortable purchasing insurance that same way?

I Cant see it becoming big in the London Market anytime soon, but if you are a retail insurer then maybe it's time to add another channel to your multi-channel distribution strategy? Or maybe this is a technology solution looking for a problem?