Persistency ratio
Persistency ratio is the percentage of life insurance policies still in force after a given period, most often reported at the 13th and 61st month. It measures both sale quality and renewal discipline.
13th month persistency reflects whether the customer understood and wanted the product. 61st month reflects long-term suitability and service.
Contact before the due date, rather than after lapse, is the operational lever with the clearest effect.
Full guide: Insurance persistency