Assurity Life Insurance Company Partners With Commemorative Life Insurance Services to Offer One-of-a-Kind Product: "The Best Birthday Present Ever for Grandchildren!"

Market Wire, May, 2007

AfterThoughts Birthday Insurance(SM) -- a newly introduced and truly unique insurance concept, underwritten by Assurity Life Insurance Company, offers grandparents a way to be remembered by their grandchildren for the rest of their grandchildren's lives. The new product is being offered nationwide through licensed insurance agents and direct to consumers under the brand "Birthdays Forever, Remembered for Life."

Grandparents purchase the product so that after their death, each named grandchild will receive a personalized birthday card and check for a predetermined amount, such as $100, $250, or $500, every year on the grandchild's birthday -- and the cards and checks keep coming each year throughout the grandchild's lifetime!

"It's a way for grandparents to be remembered by their grandchildren and pass down wonderful memories to those grandchildren -- for the rest of their grandchildren's lives," explains Martin Andelman, the CEO of Commemorative Life Insurance Services and the creator of the new, patent-pending product offering.

Andelman developed the idea because of his experiences with his own grandmother. "Before my Grandmother passed away at 94, what she wanted most from me was to be remembered," Andelman explains. "She asked me to light a candle every year on her birthday to remember her and I realized how important being remembered becomes as we get older. I wanted to create a way for grandparents to do something special for their grandchildren -- something that their grandchildren would remember them for... for life."

AfterThoughts Birthday Insurance(SM) is underwritten by Assurity Life Insurance Company of Lincoln, Nebraska, a company with a century-long legacy of providing long-term security to policyholders.

In addition to Andelman, executives at Commemorative Life Insurance Services include Mike Struhs, President, and Craig Lack, Executive Vice President.

Struhs says that Commemorative Life Insurance Services did extensive product testing and focus group research throughout the US and found that more than two-thirds of grandparents were "very enthusiastic" about purchasing the product for their own grandchildren. "Most of us remember getting a birthday card from grandparents when we were younger, and more often than not, inside was a check. It wasn't the amount of the check that mattered, but it seemed to tell me that my grandparents cared about my happiness when they couldn't be there to celebrate with me. Now grandparents will have a way to continue that tradition. It's not about transferring wealth, it's about transferring memories."

AfterThoughts Birthday Insurance(SM) began its broad scale roll out in April 2007 and the product is available in all states except for New York. The company has developed a variety of marketing materials to help agents promote the product to their clients including a consumer focused website www.birthdayinsurance.com . Andelman explains: "We've created a brand that celebrates life and says Happy Birthday! With nearly 60 million grandparents in the US, and more becoming grandparents every day, the product's potential is virtually unlimited."

Seven insurance industry trade publications have already run stories about Commemorative Life's new product offering, including Life Insurance Selling, California Broker, US Insurance News, and others.

For additional information on the Birthdays Forever Birthday Insurance program, Agents and Financial Planners are encouraged to contact their Insurance Marketing Organization or Commemorative Life Insurance Services directly. Commemorative Life Insurance Services web inquiries can be made at www.birthdayinsurance.com or by phone at 877-391-4738.

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CONTACT: MARTIN ANDELMAN CEO Commemorative Life Insurance Services, Inc. 714-904-2288 Email Contact www.birthdayinsurance.com