Heed the power of the middle market.(Middle Market)

National Underwriter Life & Health-Financial Services Edition, November, 2003 by De Simone, Marcella

Before Michael Keller joined Farmers New World Life, Mercer Island, Wash., he was "all about trying to move up from the middle market."

The vice president of life marketing for Farmers used to perceive the middle market, with an annual income between $35,000 and $100,000, as "down market, but it really is not," he said at LIMRA International's 2003 annual conference here.

"It's huge. There are 60 million households out there, mostly underinsured," he said. Not only is the market huge, but it buys life insurance. Keller should know. Life sales at Farmers have been up over the previous year for the past two years.

Keller suggested that those in the industry who insist that life insurance is a product that's sold and not bought are...

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