A method for reducing the lapse rate of a first insurance policy comprises
the step of offering to sell a rider to said first insurance policy, said
rider comprising benefit features, said benefit features configured such
that the combination of said rider and said first insurance policy has a
higher switching cost than the switching cost of said first insurance
policy alone and said rider is constructively attached to said first
insurance policy, whereby said step of offering to sell is at least in
part performed by technological means. The first insurance policy may be
a homeowner's policy. The rider may be a pet health insurance rider.