Commentary: Focus on reaching women with life insurance

03/24/2013 | National Underwriter Life & Health

The life insurance industry needs to enhance its outreach to women, who too often lack coverage or are under-insured despite their key role in researching and guiding purchases of the product, writes Rose Cahill of Acxiom. In order to reach this demographic, agents and brokers should update their marketing plans to include detailed customer profiles, interaction history and the appropriate channels, Cahill writes. "Relevant, engaging content and offers will retain, grow and optimize your business," she writes.

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