The Framework for Insurance Marketing Changes

Abstract

The movement of large life insurers into multiple-line insurance has attracted much attention in recent years. However, this movement should be viewed as the natural consequence of past changes that have taken place in the insurance industry and the business community as a whole, as well as basic social, political and economic changes. The marketing power of the thousands of debit life insurance agents promises to make the life insurers major factors in the future multiple-line insurance marketing system. Early results of Prudential Property and Casualty Insurance Company indicate impressive marketing ability and underwriting performance. The first full year of operation of Hanseco, Inc., was not impressive in either area. The movement of large life insurers into the property and liability insurance field is sometimes viewed as a new development. It would seem more appropriate to think of it as a continuation of a movement that started at least fifteen years ago, with roots reaching back at least to