How the Internet is Reshaping Insurance Sales

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Internet Sales

In today’s fast-paced and interconnected world, the internet has become an indispensable tool for businesses across various industries. One sector that has significantly benefited from the digital revolution is the insurance industry. With its vast reach and ability to connect businesses with consumers, the internet has revolutionized insurance sales, transforming the way policies are marketed, sold, and serviced. In this article we will explore importance of the internet in insurance sales and how it has reshaped the landscape of this vital industry.

Enhanced Reach and Accessibility

The internet has broken down geographical barriers, enabling insurance providers to extend their reach far beyond their local markets. Through the power of the internet, insurance companies can now target potential customers across regions, reaching a wider audience and expanding their customer base. This increased accessibility translates into greater opportunities for insurers to showcase their products and services to a diverse range of individuals and businesses.

Streamlined Customer Experience

In the past, insurance transactions were often time-consuming and involved extensive paperwork. However, the internet has transformed the customer experience, offering convenience and efficiency. Prospective policyholders can now research, compare, and purchase insurance policies online, right from the comfort of their homes or offices. This digital transformation has simplified the process, making it faster and more user-friendly, ultimately leading to increased customer satisfaction.

Personalized Marketing and Targeting

The internet provides insurers with valuable data and analytics that enable them to understand customer preferences, behaviors, and demographics better. Armed with this information, insurance companies can create targeted marketing campaigns tailored to specific customer segments. Through online advertising, social media platforms, and email marketing, insurers can engage with potential customers more effectively, delivering personalized messages and offers that resonate with their unique needs.

Here are a few strategies to help you increase sales and target your audience:

  • Collect and analyze customer data to gain insights into their preferences and needs.
  • Segment your audience based on shared characteristics to deliver tailored marketing messages and offers.
  • Create personalized content that addresses the specific pain points and goals of each customer segment.
  • Utilize marketing automation to streamline and personalize your campaigns based on specific customer actions or milestones.
  • Implement website personalization to provide unique experiences based on customer preferences and behaviors.

Efficient Customer Relationship Management

The internet has revolutionized customer relationship management (CRM) for insurance providers. With the help of customer management software and digital tools, insurers can now track and manage customer interactions more efficiently. From initial lead generation to policy issuance and beyond, insurers can store customer data securely, automate follow-ups, and provide timely support through various communication channels, including email, live chat, and social media. Learn more about customer relationship management and how it can increase revenue in our recent blog post: CRM tips for Insurance Producers

Knowledge Sharing and Education

The internet has also transformed the way people access information, and the insurance industry is no exception. Studies estimate that 80% of consumers being their search for services online. Consumers now have access to an abundance of resources, educational content, and comparison tools online. Insurance providers can leverage this trend by creating informative blogs, videos, and guides that address common insurance-related questions, concerns, and misconceptions. By providing valuable information, insurers can build trust, establish credibility, and position themselves as industry experts.

Agility and Innovation

The internet has fostered a culture of agility and innovation within the insurance industry. Insurtech startups and digital platforms have emerged, offering disruptive solutions such as online quote generation, virtual underwriting, and automated claims processing. By embracing these technological advancements, insurance companies can stay ahead of the curve, adapt to changing customer demands, and provide cutting-edge solutions that improve the overall customer experience.

The New Digital World

The internet has revolutionized insurance sales, empowering insurers to expand their reach, enhance customer experiences, and streamline operations. Embracing the digital landscape has become essential for insurance providers looking to thrive in today’s competitive market. By harnessing the power of the internet, insurers can leverage personalized marketing, efficient customer relationship management, and educational resources to engage with customers. Ultimately building client trust, and driving sales. The internet is not merely a tool; it has become the lifeblood of the insurance industry in the digital age.

Check out our other articles on how to expand your business

SELLING ANNUITIES: THE KEY TO UNLOCKING SUCCESS

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Why Use Success CE

The Success Family of Continuing Education Companies provides the highest quality Life/Health and Property/Casualty Insurance Continuing Education. CFP Continuing Education, CIMA Continuing Education, CPA Continuing Education, CLU/ChFC (PACE) Continuing Education, and MCLE (Legal). Continuing Education available in all 50 states in Live Insurance, Online Insurance, and Textbook Insurance formats. Learn More

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The LTC Partnership Program: Why it’s Important

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Nursing Home, Long Term Care Partnership Program

Long-term care (LTC) plays a crucial role in our lives and the lives of our loved ones as we age. LTC provides support and assistance to individuals who require help with daily activities due to illness, disability, or advanced age. The LTC Partnership Program was established in response to the rising need for affordable and sustainable long-term care solutions. With the increased cost of healthcare and an aging population it’s important for us to know the historical background of the program, as well as its evolution and role in safeguarding individuals’ independence and assets.

The History of the LTC Partnership Program

In the 1980s, as the demand for long-term care services grew, policymakers in the United States realized the importance of finding innovative solutions to address the financial strain on individuals and families. The LTC Partnership Program was born as a collaborative effort between state governments and private insurance companies. The concept of long-term care partnerships dates back to 1987 and the first state to establish a LTC Partnership Program was Connecticut in 1992. The program aimed to incentivize the purchase of long-term care insurance by offering asset protection benefits to policyholders.

The Key Concepts of the Partnership Program

The core principle behind the LTC Partnership Program is the concept of asset protection. Traditionally, individuals who exhausted their long-term care insurance benefits had to spend down their assets to qualify for Medicaid, the government’s healthcare program for low-income individuals. However, through the LTC Partnership Program, policyholders who had exhausted their insurance benefits were allowed to retain a portion of their assets while still qualifying for Medicaid. This asset disregard provision ensured that individuals could safeguard their hard-earned assets and preserve their financial independence.

Many states require specific CE training in order to sell LTC Insurance. Click here for the CE requirements in your state.

Program Expansion

After initial adoption, the LTC Partnership Program gained traction in the 1990’s, with numerous states adopting their own variations. While the program follows federal guidelines, each state has the flexibility to tailor its specific requirements and regulations. This adaptability allows states to cater the program to their unique demographics, insurance markets, and long-term care needs. It’s estimated that 70% of the elderly will need Long-Term Care insurance but less than 5% of people purchase LTCI policies. Thus, state adoption of the LTC Partnership Program was an important factor, helping families account for the high cost of nursing home care.

Why the Partnership Program is Important

The LTC Partnership Program plays a vital role in promoting long-term care planning among individuals and families. By offering asset protection, the program incentivizes the purchase of long-term care insurance and encourages individuals to prepare for the potential costs of extended care. This proactive approach ensures financial security and also grants individuals the freedom to choose the care that suits their preferences. For example, Partnership programs cover many long-term care services such as:

  • Limited in-home medical care;
  • •Adult day care;
  • •Rehabilitation;
  • •Therapy;
  • •Protective supervision; and
  • •Assistance with daily activities.

Addressing the Demographic Shift

As the population ages, the need for long-term care continues to rise. With the cost of a semi-private nursing home room estimated to be $100,000, families need options that are not financial straight jackets. The Partnership program provides a sustainable solution that eases the burden on individuals and families while mitigating the strain on government-funded programs. By encouraging private insurance coverage, the program reduces the reliance on Medicaid and empowers individuals to take charge of their Long-Term Care planning. The widespread adoption and promotion of the Partnership program will help the government and individuals alike.

Conclusion

The LTC Partnership Program’s history is one of innovation and foresight in response to the growing demand for LTC services. Its asset protection benefits have been instrumental in preserving individuals’ financial independence while ensuring access to quality care. As we navigate the challenges posed by an aging population, the importance of the LTC Partnership Program cannot be overstated. By embracing this program, individuals and families can secure their future, maintain control over their assets, and face the future with confidence and peace of mind.

Why Use Success CE

The Success Family of Continuing Education Companies provides the highest quality Life/Health and Property/Casualty Insurance Continuing Education. CFP Continuing Education, CIMA Continuing Education, CPA Continuing Education, CLU/ChFC (PACE) Continuing Education, and MCLE (Legal). Continuing Education available in all 50 states in Live Insurance, Online Insurance, and Textbook Insurance formats. Learn About Us

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IAR CE – Investment Adviser Representative

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Effective January 1, 2022, IAR’s in adopted states are subject to new CE requirements. The North American Securities Administrators Association (NASAA) announced on November 30, 2020 the adoption of a Model Rule that NASAA members can follow in order to implement Continuing Education Programs for investment adviser representative (IAR CE) in their jurisdiction. The model rule is the culmination of years of work by state securities regulators to develop a continuing education program. The continuing education requirement serves to promote regulatory compliance while also helping representatives better serve their clients by remaining knowledgeable of current best practices.[1] Every IAR CE registered in a state that adopts the model rule must complete annual CE requirements.

Model Rule: Adopted States

StateEffective Date
MarylandJanuary 1, 2022
MississippiJanuary 1, 2022
VermontJanuary 1, 2022
ArkansasJanuary 1, 2023
D.C.January 1, 2023
KentuckyJanuary 1, 2023
OklahomaJanuary 1, 2023
MichiganJanuary 1, 2023
South CarolinaJanuary 1, 2023
WisconsinJanuary 1, 2023
NevadaPending
Rhode IslandPending

What is IAR CE?

The IAR CE requirement consists of two parts totaling 12 hours of required CE to completed annually. An investment adviser must complete 6 hours of Ethics and Professional Responsibility content and 6 hours of credit relating to Products and Practices. IAR’s must complete CE courses offered by an approved CE Provider. The list of approved providers, including Success CE, can found here. FINRA registered brokers in compliance with FINRA’s CE requirements are considered to be in compliance with the Products and Practices requirement.

Rules for Completing CE

  • Investment Adviser Representatives are required to complete their IAR CE by the first calendar year following the first year they are registered.
  • No excess hours completed in the current year may be carried over to the next year’s required hours.
  • CE courses cannot be completed more than once even if completed in another year. Every completed course must have a unique course ID number.
  • All CE courses must have an assessment of at least 10 questions. Assessments must be passed with a score of a 100% on an unlimited number of attempts.
  • An IAR registered in another state who is also registered as an IAR in his or her home state is in compliance if the home state has CE requirements that are at least as stringent as the model rule and the IAR is in compliance with the home state’s IAR CE requirements.
  • There are no exemptions or waivers available based on experience or other qualifications.

Course management and the tracking of completed courses is managed by Prometric LLC. For a full breakdown of the CE requirements as well as other FAQ’s click here.

If you need to complete your IAR CE see our Course Catalog for a list of approved IAR CE courses.

View State Requirements

[1] https://www.nasaa.org/industry-resources/investment-advisers/investment-adviser-representative-continuing-education/

New NY CE Requirements: Law, Ethics & Diversity

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Licensed Insurance agents need to be on the lookout for new NY CE requirements beginning in April of 2022. The New York Department of Financial Services is putting Diversity, Equity and Inclusion (DEI) at the center of their priorities for 2022 and beyond. In March of 2021 the Superintendent of Financial Services, Linda Lacewell, issued Insurance Circular Letter No. 5 outlining the need for insurance companies to prioritize the hiring and development of individuals from diverse backgrounds. Lacewell’s letter parallels the DEI initiative from The State Education Department that focuses on DEI in New York public schools. These diversity related efforts will be integrated into the insurance examination process and continuing education requirements.

The increased focus on DEI in the insurance industry stems from recent research pointing to the benefits of emphasizing diversity. In her letter Lacewell claims that, “research shows that diverse teams perform better, innovate more, and more effective at managing risks”. [1] The letter specifically references a study published by McKinsey & Company, a management consulting firm, that details how companies with diverse leadership regularly outperform their less diverse competitors. The report, “Diversity Wins: How Inclusion Matters”, found that companies in the top quartile of gender diversity on executive teams were 25% more likely to have above-average profitability than companies in the fourth quartile.[2] Similarly, companies in the top quartile of ethnic and cultural diversity outperformed companies in the fourth quartile by 36%.[3] Throughout the industry the research strongly suggests that increased representation and diversity is beneficial to a company’s bottom line.

More Benefits Attributed to DEI

  • More Innovation
  • Better Risk Management
  • Larger Talent Pool
  • More Satisfied Employees

New Continuing Education Requirements

Given the benefits of hiring and developing diverse teams it is obvious why DEI should be promoted throughout the Insurance Industry. DFS determined that the best way to support the Insurance Industry’s DEI efforts is to collect and publish data related to the diversity of corporate boards and management.[4] DFS hopes the strength and transparency of their data influences Insurers to treat diversity like any other strategic priority. Additionally, DFS will incorporate DEI into their license examination and their continuing education requirements. As of April 2022 NY Insurance Agents must complete three additional CE courses before each license renewal:

  • 1 hour of Insurance Law instruction
  • 1 Hour of Ethics and Professionalism instruction
  • 1 Hour of Diversity, Inclusion, and Elimination of Bias instruction

These courses will educate insurance professionals about new trends and developments in the workplace through a discussion of the current industry refocus on diversity and inclusion. These new courses are included in the 15 hours of CE required every 2 years.

If you need to complete your CE hours for your license renewal Success CE offers the three new required courses as well as over 20 other approved courses in New York. Visit our State Requirements page to check if you need additional CE. Follow this link to purchase our Diversity + Ethics + Law Package that includes the newly required courses.

[1] Lacewell, Linda. “Insurance Circular Letter No. 5 (2021)” ny.gov, March 16, 2021. https://www.dfs.ny.gov/industry_guidance/circular_letters/cl2021_05

[2] Dixon-Fyle, Sundiatu et al. “Diversity Wins: How Inclusion Matters”. mckinsey.com, May 19, 2020. https://www.mckinsey.com/featured-insights/diversity-and-inclusion/diversity-wins-how-inclusion-matters

[3] Dixon-Fyle et al. 2020. https://www.mckinsey.com/featured-insights/diversity-and-inclusion/diversity-wins-how-inclusion-matters

[4] Lacewell. 2021. https://www.dfs.ny.gov/industry_guidance/circular_letters/cl2021_05#_edn13

New: Regulation Best Interest Standard

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Update: The new Regulation Best Interest Standard is going into effect in new states across the nation. South Carolina and Pennsylvania are the most recent states to adopt the new Best Interest Standard. Effective May 27,2022 in South Carolina and June 20, 2022 in Pennsylvania advisors must now complete a new Regulation Best Interest training in order to continue to sell annuities.  Twenty states have now adopted the new standard and require additional training for advisors to complete.

Click here to see if your state adopted Regulation Best Interest: https://successce.com/state-annuity-ce-requirements/

NAIC Annuity Best Interest Standard

Starting in 2003, The National Association of Insurance Commissioners (NAIC) approved the “Suitability in Annuity Transactions Model Regulation” to protect consumers and provide uniformity between state regulations in annuity transactions. The “Suitability Model Regulation” offers a standard of procedure in which brokers must recommend products that are “suitable” for the consumer’s financial needs and objectives. However, in February 2020, the NAIC approved revisions to the “suitability” model that reflects a new “Best Interest Standard”. In short, the Best Interest Standard clarifies that agents and insurers must work in the best interests of the consumer and that agents and carriers may not place their financial interests ahead of the consumer’s when making recommendations. The new Regulation Best Interest Standard seeks to better aid consumers and impose consistency across state lines.

The Importance of Annuities

Annuities have long been a staple in the investment and retirement plans for millions of Americans but in today’s volatile financial landscape annuities are more popular than ever.

“Limra, an insurance industry group, forecasts annuity sales of $267 billion to $288 billion in 2022, eclipsing the record ($265 billion) set in 2008. Consumers pumped $255 billion into annuities last year — the third-highest annual total.”[1]

The increasing attractiveness of annuities can be attributed to a few key factors such as; tax-deferred growth, no contribution limit, death benefits, and the exposure to the market’s upside while protecting against market declines. Annuities are designed to provide guaranteed income for life while transferring the risk of outliving your savings to an insurance company. With rumors of a looming recession, it is easy to understand the allure of annuities as a secure financial product. The booming of annuity sales gives regulators all the more reason to re-evaluate the current regulations and examine if improvements are necessary.

How we got here

As mentioned previously, the NAIC implemented the “Suitability in Annuity Transactions Model Regulation” in 2003 to aid consumers in making decisions regarding their retirement savings and financial future. Prior to the Best Interest Standard the Department of Labor proposed a “fiduciary rule” on financial advisors selling annuity products which would impose a legal requirement for financial advisors to work in their clients’ best interest. The fiduciary rule differs from the “suitability standard” in that under the “suitability standard” advisors are free to recommend products that earn themselves a higher commission as long as the product is deemed suitable for the client.

The federal appeals court shot down the fiduciary standard on the grounds that the Department of Labor overstepped its authority.[2] While the federal court killed the fiduciary rule proponents of the new regulation argued that due to the recent weakening of Social Security, government pensions, and corporate pensions Americans are now more responsible over their financial futures and require increased protection. Opponents of increased regulation argue that, “the fiduciary rule would make it too expensive to work with smaller investors and could limit what types of investments are made available.”[3] The Regulation Best Interest Standard seeks to provide a middle ground between the “suitability standard” and the fiduciary rule.

So What’s in Regulation Best Interest?

Regulation Best Interest seeks to hold financial advisors more accountable. The model now requires agents and carriers to act with “reasonable diligence, care, and skill” when making recommendations. A producer has acted in the best interest of the consumer if they have satisfied the following obligations regarding care, disclosure, conflict of interest, and documentation.

  1. Care Obligation
  • A broker-dealer must exercise reasonable diligence, care and skill when making a recommendation to a retail customer. The broker‑dealer must understand potential risks, rewards, and costs associated with the recommendation. The broker‑dealer must then consider these factors in light of the retail customer’s investment profile and make a recommendation that is in the retail customer’s best interest
  1. Disclosure Obligation
  • Broker-dealers must disclose material facts about the relationship and recommendations, including specific disclosures about the capacity in which the broker is acting, fees, the type and scope of services provided, conflicts, limitations on services and products, and whether the broker dealer provides monitoring services.
  1. Conflict Of Interest Obligation
  • The broker-dealer must establish, maintain, and enforce written policies and procedures reasonably designed to identify and at a minimum disclose or eliminate conflicts of interest.
  1. Documentation Obligation
  • Producers are required to make a written record of the recommendation and the basis for it. Obtain a consumer signed statement that the consumer understands the ramifications if they refuse to provide consumer profile information. Obtain a consumer signed statement as an acknowledgement that the customer decided to buy an annuity that was not based on the producer’s recommendation

In addition to these obligations the Best Interest Standard includes a few more important provisions that insurers and producers need to be aware of. Producers must describe the sources and types of cash and non-cash compensation received when making a recommendation. Producers must also disclose a reasonable estimate of the amount of compensation to be received from a recommendation. With regards to documentation, investment advisers and broker-dealers are required to deliver a relationship summary to retail investors at the beginning of their relationship. The relationship summary is called a Form CRS and firms must maintain a copy of the Form CRS for at least 6 years after the form is created.

Insurers also have new responsibilities under the Best Interest Standard. Insurers must establish and maintain a supervision system that is reasonably designed to achieve the insurer’s and its producers’ compliance with the regulation. This includes establishing procedures for review of each recommendation prior to the issuance of an annuity as well as establish procedures to identify and eliminate sales contests, sales quotas, bonuses and non-cash compensation.

What this means for you

                The Best Interest Standard seeks to aid consumers by mandating that insurers’ and producers’ disclose an increased amount of information that pertains to a producer’s recommendation as well as ensuring companies create procedures to review their own recommendations and provide a service that is in the client’s best interest. Since the original SEC approval of the new regulation in February of 2020, 21 states have adopted the Best Interest Standard with four more states set to adopt the provisions by July 21st, 2023. These states now require additional training in order to continue to sell annuities.

Click here to see if your state adopted Regulation Best Interest: https://successce.com/state-annuity-ce-requirements/

While some opponents may argue the new standard increases the cost of business for insurance companies and will drive out smaller investors, the Best Interest Standard does increase consumer protection and holds financial institutions to a higher standard. Additionally, the standard promotes uniformity across state lines, securing a quality of service for Americans across the nation. We will see in the coming years the true effectiveness of the new regulations. Does the Best Interest Standard go too far or should advisors be held to an even higher standard?

Click Here For Official Regulation Best Interest Information

Additional information

                If you are a licensed producer in a state that adopted the Regulation Best Interest Standard you may need to complete additional training in order to continue to sell annuities. Fortunately, SuccessCE Inc. offers the new “Annuity Products – Best Interest” course in every required state. Go to our Course Catalog page to order your required CE courses. New students can use the discount code “New” at checkout to receive $5.00 off their first purchase of our Unlimited Success Package.

Why Use SuccessCE

The Success Family of Continuing Education Companies provides the highest quality Life/Health and Property/Casualty Insurance Continuing Education, CFP Continuing Education, CIMA Continuing Education, CPA Continuing Education, CLU/ChFC (PACE) Continuing Education, and MCLE (Legal) Continuing Education available in all 50 states in Live Insurance Continuing Education, Online Insurance Continuing Education, and Textbook Insurance Continuing Education formats.

View State Requirements

[1] Iacurci, Greg. “Annuity sales rise, buoyed by market fears and higher interest rates. What to know before you buy.” CNBC.com, 6 June 2022, https://www.cnbc.com/2022/06/09/annuity-sales-buoyed-by-fear-higher-rates-what-to-know-before-buying.html.

[2] Smith, Kelly Anne. “What Regulation Best Interest Means for Your Financial Advisor.” Forbes.com, 5 March 2021, https://www.forbes.com/advisor/investing/financial-advisor/regulation-best-interest/

[3] Smith, 2021, https://www.forbes.com/advisor/investing/financial-advisor/regulation-best-interest/

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