Saturday, April 20, 2024
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Shane Stamatis

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Director of pricing, Equitable Life & Casualty Insurance Company, is a graduate of Carson-Newman University and began his career in product development at Kentucky Central Life. For the past sixteen years he has worked in a consulting capacity with various insurance companies to bring innovative annuities to the market. Stamatis can be reached at Equitable Life & Casualty Insurance Company. Email: shane.stamatis@equilife.com.

Stop Selling Insurance Your Customers Don’t Need

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The other day I purchased an electronic device for $24.99 at an online website. When I went to check out, the most prominent option on the screen was to buy a warranty guaranteeing me some type of warranty or device protection. It was only $2.99 but I thought, that’s ridiculous. The device itself is only worth $25, so why on earth would I pay to protect something so cheap? I don’t need insurance for a loss on an item worth $25. I will just take my chances. I am just a risk taker that way.
This got me to thinking about what I see insurance agents doing often. They sell benefits for which their customers have no need. They sell insurance on insurance. There are some types of insurance that you do actually need and are essential, like vehicle insurance for you car or van especially if you’re a young driver. A website like moneyexpert.com offers great insurance cover for young van drivers, but there are many other places too. It’s time for us to recognize what we are doing and either stick with it because our customers need it or abandon the practice if it is outdated.

When retirees were in their 30s and 40s, interest rates were much higher than today. They invested the little that they could save while paying bills and raising their families. They could grow their money fast, and that’s what insurance professionals and financial planners helped them do. They would have life insurance policies that would pay for themselves. They would have annuities that would grow so big they could live in luxury.

Those plans didn’t materialize. Now as these people are moving into safer pre-retirement savings vehicles, they are finding that the strategy they were executing isn’t going to get them where they want to be because interest rates have only decreased since they had any money to save.

The plan has been modified several times and it’s still not getting them where they want to be. Insurance agents have a responsibility to help these clients come up with a solution. Agents need to help their customers reach their retirement goals.
One of the things that happens in the annuity industry is that agents sell customers benefits they don’t need. Today, most annuities have standard benefits like death benefits and free withdrawal privileges which get sold to every customer whether they need them or not. But what if you and your customer knew that they didn’t need or want either the death benefit or the partial withdrawal benefit? They would rather have higher interest rates because their primary goal is asset accumulation.

Consider a five year annuity policy that has a three percent interest rate and the standard death and withdrawal benefits. Your customer would get 15.9 percent total interest credited over the five year term. Now, if that same customer had a policy that credited 3.30 percent with no benefits they would have 17.6 percent total interest over the same five year timeframe. Don’t fall into the trap that it’s just 0.30 percent more. It’s actually getting your customer nearly 10 percent additional retirement income. It could mean the difference between taking a vacation or watching tv. It could mean the difference between retiring this year or next year.

All you had to do is change your sales pitch slightly and get your customer comfortable with having more money in their pocket instead of paying for benefits they don’t want or need.

From a pricing perspective, the company sees these two options as the same. Consider the following charts.

The insurance company looks at the benefits as a cost which comes out of the rate they could otherwise offer. If we converted the rates to dollars on a $100,000 annuity policy, the company would say that both products offer the customers the same value. One offers $17,626 in cash and the other offers $15,927 in cash and $1,698 in insurance benefits. If the customer uses the benefits, great. If they don’t, then they got the peace of mind, like term insurance, that in case of an emergency it was there for them. Either way the customer is getting the $17,626.

For most of your customers who do not use the benefits and end up with only $15,927, they are jealous of their fellow retirees. Focusing on their goal for retirement would probably lead you to sell them a policy that maximizes their chance of reaching that goal.

The moral of the story is—stop selling insurance on insurance. Stay focused on your customer’s main goal.

Indexing Fundamentals

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Fixed indexed annuities continue to outpace their non-indexed counter parts in sales.  The question is: Why, and what is the value proposition to which senior savers gravitate?  Is the customer better off by buying a fixed indexed annuity rather than a fixed annuity?  They should be.  Yet many critics of indexed annuities remain skeptical, and much of that is from a lack of understanding of the trade-off from a fixed interest rate to an indexed interest rate.  

Annuities are spread-based products.  The insurance company accepts your premium and earns interest, subtracts a spread for its expenses, and then credits you a fixed rate or buys an option in the case of an indexed annuity.  So think of it this way: The company earns 3.5 percent, needs 1.5 percent to cover expenses, and that leaves two percent available for the policyholder.  Now the customer can either take the two percent as interest or have the company buy an option that costs two percent and the ending interest credit will be something higher or lower.

Consider the following example (Table 1) using simple interest as a way to easily compare the similar offerings.  Let’s look at a) a fixed annuity with a two percent interest rate, b) a five percent bonus indexed annuity with a three percent annual cap on the S&P 500 index, and, c) an indexed annuity with a four percent annual cap on the S&P 500 index.  All are 10-year products with identical product features except the interest crediting method.  We will assume that over the 10-year term the indexing hits the cap seven times and gets zero percent the remaining three years.

Clearly the FIA offers significantly more interest.  In fact, they offer up to 40 percent more interest.  What is the source of the increase from 20 percent to 28 percent?  Is this magic, or some marketing game that is being played?  No—it is the reward for the risk that the customer is taking.  It is a risk premium.  Indexed annuities are supposed to be safe, so why are we talking about risk?  The principal is safe and backed by investment grade bonds and similar secure investments.  Then the insurance company takes a spread from those investments (just like a bank does when determining the interest rates on their CDs) and offers the customer the choice of either a fixed rate or an indexed rate.  It is important to note that the insurance company doesn’t care whether the customer chooses fixed or indexed.  They get their spread regardless.  The customer is risking her fixed interest credit.  She could receive the fixed credit of two percent.  If she decides to do indexing, the two percent fixed rate could be at risk of earning zero percent.

The final thing to understand is that the options that back these products are commonly purchased from Wall Street investment banks (Barclays, Goldman Sachs, BNP Paribus, etc.) who price the options so that they are risk neutral.  This means that the investment banks make their spread whether the market hits (and the option returns three to four percent) or the market misses (and the option returns zero percent).  Wall Street makes the same profit whether the market goes up or down.  Wall Street is indifferent.

If the Wall Street banks make the same profit whether the indexed annuity goes up or gets zero percent, and the insurance companies make the same profit whether the indexed goes up or gets zero percent, then that leaves the customer.  The customer is taking the risk and the customer gets the reward.  The customer risks their entire two percent interest credit.  It’s similar to the old game show Let’s Make a Deal where the contestant can keep their prize or choose between door #1 and door #2.  There was something like a new car behind one of the doors and a year’s supply of bath soap behind the other.  Most contestants chose to take the risk.  Likewise, most seniors are willing to risk getting a zero percent credit for the more likely result of getting a four percent credit.

As we drill into the Let’s Make a Deal analogy of interest crediting, let’s pretend I deposit $100,000 into the indexed annuity with the two percent fixed rate and the four percent annual cap.  I could keep my current prize of the two percent fixed rate and collect $2,000 at the end of the year.  However, I like my chances of getting something greater than zero percent (74 percent probability) so I choose the indexing crediting option and wait until the end of the year.  Then 26 percent of the time I get zero dollars credited to my policy – like choosing the year’s supply of soap in Let’s Make a Deal.  That, in effect,  means my $2,000 yielded -100 percent.  I know that sounds terrible, but it’s true.  I lost all my money!  Fortunately, I only lost $2,000 and my $100,000 account is still there for me to make another deal the next year.  The good news is that nearly 74 percent of the time my $2,000 will double and I will get $4,000 credited to my policy.  I doubled my money.  I earned 100 percent on my $2,000.

Still, don’t see the risk premium in play?  If you put $2,000 in a bank certificate of deposit and earned 0.50 percent, you would have taken no risk and at the end of the year you would have $2,010.  Even if you put the money in something riskier like an S&P 500 fund you would expect your money to be worth somewhere between $1,500 and $2,500 with the long-term expectation of eight percent resulting in $2,160.  But even that is a far cry from the $0 to $4,000 range that options offer.

Indexing works precisely because it offers a desirable mix between the safety of principle and risk of interest credit.  The customer gets the reward because the customer is the one taking the risk.  The customer should expect indexing to outpace fixed by 30 to 40 percent.  That means if they have a fixed account of two percent then they should expect the indexing over the 10 year term to be 2.6 percent to 2.8 percent.  There are crediting methods more risky than an annual cap on the S&P 500.  These methods should carry a greater reward and thus your customer should expect a higher effective rate over the life of the contract.

In our illustration-driven world combined with the recent 10-year run, I have seen annuities marketed as earning six percent or higher interest rates.  Those companies and the agents representing them run a different kind of risk–disappointment.  If our 40 percent risk premium holds true, then in order to expect an interest credit of six percent it would require a fixed rate (option budget) of 4.3 percent.  It would be difficult to convince me that such an annuity could be priced in today’s economic conditions.  That doesn’t mean it couldn’t happen in one year, but over a ten-year period is another matter.  Agents who are committed to having a successful practice are going to succeed if their customer’s expectations are close to reality.  Those are the same agents who understand what they are selling.