Description: The purpose of this paper is not to present a revolutionary new concept, instead, it is to reexamine a familiar concept in the light of new market circumstances and, to consider the consequences to the life insurance industry if the concept were adopted.

Description: The Actuary Vol. 22, No. 3. This article discusses how the advantages of the General Agency system which existed prior to the 1970s have diminished materially. Therefore, European companies should be very cautious with any attempts to emulate the North American-type agency distribution system of the late 1980s.