COMPANY NEWS
Legal & General America
As part of their commitment to closing the life insurance coverage gap in the United States, Legal & General America has launched a digital experiment, HowToBuyLifeInsurance.com. It’s a website designed to be an educational tool for people to learn more about life insurance and get a ballpark price range on what term life costs. HowToBuyLifeInsurance.com addresses the three main questions on a consumer’s mind: Why do I need life insurance? How much do I need? How much does it cost?
By experimenting with ways that they can approach consumers and bring them along a digital path that is engaging, informative and nonthreatening, Legal & General America hopes to create interest among the disinterested and action among those who are aware of their need but paralyzed by confusion and disenchantment. Legal & General America hopes to find ways to attract potential buyers who wouldn’t otherwise be reached—those who have been “on the fence,” or unaware of a significant risk they face without life insurance coverage. Legal & General America has partnered with SelectQuote Life to fulfill the needs of those customers who come through HowToBuyLifeInsurance.com. Senior Vice President of Sales and Marketing Frank Gencarelli explained, “The real return from this experiment isn’t the life insurance we sell while conducting it, but what we learn about what works (and what doesn’t) in the mission to create demand among the uninsured.”
Legal & General America life insurance products are issued by Banner Life Insurance Company, Urbana, MD, and William Penn Life Insurance Company of New York, New York, NY.
