SAFECO Life Focuses More On Distribution Partners

NU Online News Service, Sept. 4, 4:15 p.m. – SAFECO Life & Investments, Redmond, Wash., now plans to identify distribution partners before it develops new insurance and investment products.

Randy Talbot, president of the SAFECO Corp. unit, calls the new marketing strategy “ready, fire, aim.”

“This is a major shift from the old product-first mode, where we readied a product, aimed it at our target market and then picked a channel through which to fire,” Talbot says. “Shortening our process helps Safeco deliver competitive products that satisfy customer needs quickly and cost-effectively.”