Description: Product complexity, the services provided by distributors, their method of obtaining clients, and their relationship to insurers all affect the characteristics of in force membership. Selecting the distribution channel(s) for a product can have a significant effect on overall profitability. Total sales, acquisition costs, anti-selection/quality of business, persistency, control over market targeting, etc., will vary based on the initial strategy decisions and future adjustments. Gaining a high-level understanding of distribution channels will help develop an appreciation for the importance of these decisions.

Description: What are insurance companies promoting in the market? How are they framing their products and services? What is their value proposition to producers? Members of the SOA Marketing and Distribution section receive an exclusive benefit that addresses these questions.