We've all too often heard these assertions: Insurance is notbought, it's sold. People don't plan to fail, they fail to plan. Wehave a financially illiterate society.

The upshot of these familiar sayings is that in the financialservices world, individuals need to be practically forced intounderstanding even simple concepts. This is an implicit put down ofconsumers, and in reality, it's an explicit indictment of us.

We know consumers will go to great lengths to research buying acell phone, a coffee pot or a microwave oven, but they avoidresearching financial products like the plague.  Imaginehow few consumers spend time researching a critical illnessproduct, a health insurance plan, disability plan or life plan. Andyet the coffee pot or cell phone costs a fraction of the amountentrusted to the financial products we sell.

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