Client Case Study

Life Insurance



A leading insurance carrier facing competitive challenges and a declining life insurance market turned to ARM to develop a strategy and tactical plan to develop new channels of retail distribution.

  • Client was seeking to develop new channels of retail distribution for the carriers life insurance products through banking partners
  • Project required familiarity with the national, retail banking and financial services landscape, including:
    • A deep knowledge of the financial services industry
    • Potential retail banking partners
    • Understanding of the competitive array and analogous products
  • Our client best known for offering upscale products, traditionally sold through broker/agent channels
    • Validate proposed product, platform and bank partner identification
    • Determine the optimal distribution channel(s) for this specific product:
      • challenge assumptions

    Business Context

    • Life insurance sales were at a 50 year low
    • Middle market was underserved


    Validation of proposed product, platform and bank partner criteria.

    Conducted an extensive, marketplace study, providing a platform for
    shared understanding:

    • Competitive pressures: channels, carriers, audience penetration
    • Product: analogous, bundled, stand-alone
    • Identify banks and other financial institutions currently selling insurance
    • Identify banks and other financial institutions not selling insurance
    • Study insurance products currently being offered through the retail banking channel
    • Identify and qualify bank partners and other opportunities in terms of partnering and retail sales

    In addition ARM conducted a comprehensive review of:

    • Financial Institutions
    • Market Penetration
    • Product details
    • Contextual Positioning
    • Target Customer
    • Trends in marketplace


  • ARM recommended targeted retail channels that had opportunities within their portfolio
  • Gap analysis – ARM found opportunities to fine-tune the product offerings
  • Helped shape the final products feature set and marketing language:
    • Copy
    • Creative
  • Based on our analogous product audit we were sensitized to:
    • Underwriting questions & considerations
    • Methods of payment


Discussions were initiated with 70% of the recommended partners.

ARM helped identify optimal product configuration which helped solidify the go-to-market strategy.