INSURANCE MARKETING

AGENTS AND BROKERS

A successful sales force is the key to success in the financial services industry. Most insurance
policies sold today are sold by agents and brokers.

Agents:An agent is someone who legally represents the principal and has the authority to act
on the principal’s behalf.
An agent has the authority to represent the insurer based on express authority, implied authority,
and apparent authority.
Express authority refers to the specific powers that the agent receives from the insurer.
Implied authority means the agent has the authority to perform all incidental acts necessary to
exercise the powers that are expressly given.
Apparent authority is the authority the public reasonably believes the agent possesses based on
the actions of the principal.

Brokers:A broker is someone who legally represents the insured even though he or she
receives a commission from the insurer.
A broker legally does not have the authority to bind the insurer.
Instead, he or she can solicit or accept applications for insurance and then attempt to place the
coverage with an appropriate insurer. But the insurance is not in force until the insurer accepts
the business.
A broker is paid a commission by insurers where the business is placed.

TYPES OF MARKETING SYSTEM

Marketing systems refer to the various methods for selling and marketing insurance products.
These methods of selling are also called distribution systems .
An efficient distribution system is essential to an insurance company’s survival.

The three types of marketing systems are stated below;

1. Life Insurance marketing
2. Property and casualty insurance marketing
3. Group insurance marketing
Distribution systems for the sale of life insurance have changed dramatically over time.
1. Life insurance marketing
Major life insurance distribution systems:
● Personal selling systems
● Financial institution distribution systems
Personal Selling Systems:The majority of life insurance policies and annuities sold today are
through personal selling distribution systems and they are majorly done by a career agent.
Career agents are full-time agents who usually represent one insurer and are paid on a
commission basis.
Financial Institution Distribution Systems:Many insurers today use commercial banks and
other financial institutions as a distribution system to mar- ket life insurance and annuity
products.
2. Property and casualty insurance marketing
Independent agency system: has several basic characteristics.
It is a business firm that usually represents several unrelated insurers .
It owns the expirations or renewal rights to the business.
Direct Response System: Sells directly to the public by television, telephone, mail,
newspapers,and other media.
5-Multiple Distribution Systems:(new ways to sell )
To increase profits, many property and casualty insurers use more than one distribution system
to sell insurance. These systems are referred to as multiple distribution systems .
3. GRoup insurance marketing
Many insurers use group marketing methods to sell individual insurance policies to members of
a group like employers, labor unions, trade associations...
Life insurers typically sell and service group life insurance products through group
representatives.
Some property and casualty insurers use mass merchandising plans to market their insurance.
Mass merchandising is a plan for selling individually underwritten property and casualty
coverages to group members; auto and homeowners insurance are popular lines that are
frequently used in such plans.