Description: From a panel discussion session at the Spring regional meeting of the Society of Actuaries held in Atlanta, Georgia, May 24-25, 1999 Panelists discuss two of the measurements actuaries are using to evaluate direct response products: customer lifetime value and embedded values.

Description: This paper describes a method of comparing net costs of dissimilar life insurance contracts. The principles are consistent with those of the interest-adjusted method recommended by the Moorhead committee. The significance of the results, possible applications of the method, and some concerns and conclusions are discussed.