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For 30 years, LIMRA MarketFacts has been the premier publication for financial services executives worldwide. Our mission is to bring the latest, most pertinent industry information to our readership — whether it is derived from industry research, company best practices, or insightful thought leadership. LIMRA MarketFacts offers unmatched content by inviting authorship from representatives of companies in LIMRA’s vast member roster, as well as from LIMRA’s internal subject matter experts and global thought leaders impacting the financial services arena.

Why is LIMRA MarketFacts different from other industry trade publications? Because we concentrate on developing in-depth, insightful articles devoted to the critical issues of the day impacting financial services industry decision-makers. By blending exclusive perspectives from LIMRA’s renowned research team and marketing experts with the industry’s top thought leadership, LIMRA MarketFacts provides the latest information on how companies can maximize their marketing and distribution effectiveness in an ever-evolving environment.

In these turbulent times, it is imperative that you have access to the best thinking on the forces driving change in the financial services industry. LIMRA MarketFacts is the vehicle that industry executives turn to most for LIMRA’s longstanding brand in research excellence.

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Issue 3, 2013

LIMRA MarketFacts

Number 3, 2013

Table of Contents
by Jafor Iqbal, LIMRA Secure Retirement Institute; Joseph E. Montminy, ASA, MAAA, LIMRA Secure Retirement Institute

Demand for guaranteed lifetime income products continues to drive individual annuity sales. Understanding who the buyers are and why they choose guaranteed lifetime income riders can help advisors and companies active in this market determine how to best attract these types of customers. This article provides the latest LIMRA research on who purchases these products, the average premium, and the source of funds for guaranteed lifetime withdrawal benefit riders.

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by Nathan D. Bergeland, CFP, M.S., USAdvisors Financial Group

Many investment-focused organizations struggle with generating meaningful insurance revenue from their advisors. Activity management systems are one way to help facilitate a boost in this business. Firms are moving beyond just the basics of activity tracking to drive success, since more advanced activity management processes can help advisors do the “right things right” and drive more profitable growth for their organizations. This article examines how sales leaders can help advisors improve focus, track performance, and see increases in their insurance production.

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by Sally A. Bryck, LIMRA Secure Retirement Institute

If we can understand the commonalities among the Canadian consumers who are not saving for retirement on a regular basis, the financial services industry may be able to develop processes that can turn these nonsavers into savers. This article examines how Canadian nonsavers differ from those who save on a regular basis, including when they plan to retire, whether they have a financial goal in mind, and what other issues they have considered.

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by Ingrid R. Goodenow, FLMI, LIMRA

Taking a look into the future, LIMRA asked China’s industry experts to share their perceptions of the impact they expect various technologies will have on marketing and distribution of insurance and financial products over the next five years. They also indicate which technologies in each emerging field will have the greatest impact. This article focuses on responses from these experts and demonstrates some differences between China and North America.

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by Manish Bhatt, M.B.A., MetLife

Like any other market segment, the middle market has a unique set of attributes — needs, preferences, concerns, and pain points — that define them. The way to reach these consumers — to make life insurance relevant to them in a way that enables them to act — is through understanding those attributes to connect with them in a meaningful way. This article shares some key insights that the author believes reframe how the middle market understands and experiences life insurance.

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by Jason Campbell, PricewaterhouseCoopers LLP; Louis Lombardi, PricewaterhouseCoopers LLP; Anand S. Rao, PricewaterhouseCoopers LLP

Whether measured by face amount or policy count, term insurance significantly exceeds other types of individual life insurance sales because of its low cost, simplicity, and ability to provide financial protection from unforeseen circumstances. Over the long term, however, it leaves both the insured’s household and the life insurance company with significant challenges. To help address these issues, insurance companies must find ways to efficiently design and seamlessly support a new generation of “smart” policies — policies that are customized and adapt to the policyholder’s changing needs. This article explores how we got to this point and a potential alternative solution.

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by Mary M. Art, LIMRA; Norah Denley, LIMRA

Today’s social networks, smartphones, tablets, videoconferencing, and cloud storage make it possible for financial professionals to reach out to current and future customers from anywhere, through multiple access points. A segment of financial professionals — technology leaders — excel in adopting technology tools for their business and using these tools in innovative ways. This article explores what sets these leaders apart from their peers, how they are improving their business through technology, and how companies can convert more technology “believers.”

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by Delores Freitag, LIMRA

Today’s consumers are different from those in the past, and the industry’s sales process must adjust to this reality. It needs to be rooted in buyer psychology, put consumers at the center of the process in a new way, and seek to engage people on their terms. This article shares four key themes from LIMRA’s body of research that uncover how financial professionals can be more effective in a world of “seller beware.”

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by Louis S. Shuntich, J.D., LL.M., Lincoln Benefit Life Company

The special needs market is one that merits the industry’s attention — not only because it is one of the groups that requires long-term protection most, but also because the majority of affected households have not yet taken the necessary steps to provide that protection for their children in the future. This article examines the types of trusts that most benefit individuals with special needs.

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by Mary M. Art, LIMRA; Sean F. O'Donnell, LIMRA; Polly A. Painter Eggers, LIMRA

Without question, what many would call the “customer journey” has changed. When buying products or services, people no longer follow a straight line within a single channel; today their journey involves many touchpoints and steps with numerous points of access. Marketing leaders understand this concept, and they know that most customers are not likely to start and end their process in the same place. Given this reality, life insurance marketing also needs to evolve. This article defines and explores the omnichannel approach and provides a strategic perspective on how financial services companies can navigate this environment.

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There is no question that financial services companies are getting social. Companies recognize the role that social media and mobile technology tools can play in expanding brand awareness, building communities, and recruiting new staff. This article provides tips and tools for financial services marketers who work with social media.

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by Jennifer L. Douglas, LIMRA

LIMRA’s study The Moment of Truth: Individual Life Insurance Claimant Satisfaction shows that an impressive 95 percent of life insurance beneficiaries are at least “satisfied” with the overall service provided by the insuring carrier. But many companies in the industry would benefit from being content with only the highest ratings. This article presents the profound impact that “extremely satisfied” versus “satisfied” beneficiaries can have on the business.

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Mary-Beth Selby


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