Alongside the Benefits Selling Expo, there's a meeting tailored for benefit product providers called the Voluntary Employee Benefit Board. One of the questions we discussed in a breakout session was something like: "Even though life insurance is certainly among the best known forms of financial protection, studies show that more than half of all people are underinsured, and more than 30 percent have no life insurance at all. What can we do as an industry to narrow the gap?"

I admit, I facetiously suggested a federal government mandate, but then we got down to serious discussions. We came up with several suggestions, including illustrating why life insurance is important through real-life examples; online needs finders and analysis tools; and informational campaigns to associates in existing accounts.

One thought is that increased emphasis on life insurance may be needed just because it's so familiar. (We may take it for granted.)

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