2011 Life Insurance Carrier Report Card

Analyzing the ways the industry’s biggest players take care of agents’ needs – as explained by agents themselves.

A litany of complex decisions goes into the choices you make to work with specific carriers, decisions that become more intricate each year. Do you make your decisions based on the ads you see in publications like ours? Are you a number cruncher, checking out the ratings and finding the most reliable companies to work with your clients?

As a side-by-side companion to this year’s sixth annual Life Insurance Market Study, we surveyed agents across the country on which carriers best meet their needs in a variety of categories. We included questions on which companies have the best marketing and advertising, as well as those that offer the most stable premiums on life products. The various categories reflect the many aspects of each agent’s relationship with each carrier.

The list of carriers in this year’s survey was derived from a ranking of the top life carriers active in the independent distribution channel. We’ve presented the top five companies, as ranked by agents, in each respective category, as well as an ancillary list of insurers with which respondents are contracted.
Respondents were only permitted to rank those companies with which they were appointed, except for two categories — the companies best at raising public awareness and best at promoting offerings.

The results reflect responses from producers who identified themselves as independent agents and who have sold at least one life insurance policy in the last 12 months. The survey results are taken from the responses of 162 agents.

Carriers represented

Aegon USA
Allianz Life of North America
American Equity
American General Life Companies
American Home Life
American National Insurance
Americo Companies
AXA Equitable
Baltimore Life
Columbian Life
Columbus Life
Equitable Life and Casualty
Erie Family Life
Florida Combined Life (Florida)
Genworth Financial
Government Personnel Mutual
Great American
Great West
Harleysville Life
Hartford Financial Services Group
Illinois Mutual Life
Independent Order of Foresters
Industrial Alliance Pacific Life
ING Life Companies (U.S.)
Investors Heritage Life (Kentucky)
Jackson National Life Insurance Company

John Hancock Life Insurance Company
Legal and General America Inc.
Liberty Life Insurance Company
Lincoln National Life Insurance Company
MetLife Companies
Midland National Life
Minnesota Life
Mutual Trust Life
NACOLAH Life (Illinois)
National Life Group
Nationwide Life
Ohio National Life Companies
Old Mutual Financial Network
OneAmerica Financial
Pacific Life
Pan-American Life
Pekin Life
Penn Mutual
Phoenix Life Insurance Company
Primerica Life (Massachusetts)
Principal Life Insurance Company
Protective Life
Prudential Financial
Sun Life of Canada
UNIFI Companies

Training & educational opportunities
Best at providing training and educational opportunities

1. MetLife
2. Tie: Allianz, Aviva,
 Midland National Life
3. Tie: John Hancock, Lincoln
 National, Pacific Life,

Best overall
Best at meeting agents’ overall needs in the life insurance market

1. Genworth
2. Allianz
3. MetLife
4. American General
5. Tie: Aviva, John Hancock, ING

Most preferred to write
Companies with which agents write the most life business

1. Genworth
2. MetLife
3. Aviva
4. Midland National
5. Tie: John Hancock, Prudential

Marketing materials
Most effective life insurance sales & marketing material

1. MetLife
2. Allianz
3. John Hancock
4. Tie: Aegon, Aviva, Genworth, ING

Call center/telephone support
Best call center/telephone support for life insurance sales assistance

1. John Hancock
2. Tie: Alliance, Genworth, MetLife
3. Midland National
4. Principal

Leads and prospecting help
Most effective at providing producers with leads and prospecting help

1. Allianz
2. Tie: MetLife, Prudential
3. Tie: Genworth, Independent
 Order of Foresters,
 Midland National, Principal
4. Tie: Aegon, American General, Aviva

Marketing and advertising
Best at promoting their products

1. MetLife
2. Tie: Aviva, Prudential
3. Tie: Independent Order of Foresters,
 John Hancock, Principal
4. Tie: Allianz, Genworth, Hartford,

Raising public awareness
Best at raising public awareness about the benefits of life insurance

1. MetLife
2. Prudential
3.John Hancock
4. Tie: ING, Principal
5. Aviva


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