Satisfying The Unique Insurance Needs Of The Ultra-Affluent
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Life insurance is one of the most used yet least understood of all financial tools. Myths, misconceptions and misunderstandings have become so pervasive that even learned advisors fall prey to preconceptions and prejudice. While it would require an entire book to deal with the numerous areas needing clarification, this article will attempt to address one: market segmentation and, specifically, the ultra-affluent.
Consultants are paid millions of dollars to develop plans for various market segments–to determine the proper product offerings and distribution channels to match various client demographics and needs. This is true for almost every industry. Banks and brokerage houses, for example, define numerous market segments and offer different levels of expertise, products and services accordingly.
So why is it assumed that most life insurance is basically the same and the expertise, products and services developed for the middle and moderately affluent markets work just fine for the ultra-affluent? Why is it assumed that a representative who is well established with clients worth up to $5 million has the tools necessary to properly represent someone worth $25 million, $50 million or $100 million? And why do so many banks and brokerage houses risk relationships with their largest clients by assuming they can simply add insurance to the list of products their representatives now offer?
Since this article is to address the ultra-affluent (minimum net worth of $10 million), lets start with a generally accepted fact: the ultra-affluent have access to unique expertise, products and services in virtually all walks of life. This is especially true in financial services.
Yet, while that has long been recognized in banking and investments, many otherwise sophisticated advisors and consumers fail to understand that the same differentiation exists in life insurance. Most people assume life insurance is basically a commodity and as long as they buy a “brand name” it really doesnt matter.
For the middle and emerging affluent markets, the difference may not be that significant. But, for the ultra-affluent, nothing could be further from the truth.
While there are numerous subsets, the life insurance industry can arguably be broken into four groups: the mass market with its guaranteed issue, payroll deductible products, the middle market, the emerging or moderately affluent segment (which would include most doctors, lawyers and small business owners), and the ultra-affluent.
Pricing for products designed for each segment will be somewhat limited by the actuarial demographics and distribution cost of each specific market. Even in incidences where a carrier may have product advantages in its segment, this will typically not make it particularly competitive at the next level.
But, with so much “noise” in the marketplace, it is not surprising that advisors and consumers alike are often confused–buyers end up with products and advice not best suited to meet their needs.
As an example, the ultra-affluent exhibit unique insurance-buying criteria, allowing them to be segmented into a different risk pool; they live longer, buy larger amounts of insurance and hold their policies considerably longer than their retail counterparts. This has allowed the development of custom designed, institutionally priced products designed exclusively for this market segment. In addition, at least one producer group has established its own reinsurance company enabling it to actually develop its own proprietary products in joint venture arrangements with leading carriers.
These products, designed specifically for their ultra-affluent clientele, are priced to reflect their lower mortality costs, lower per-unit transaction costs and other reduced expenses. In addition, by developing products directly with the carriers, they bypass the traditional retail distribution system and its multiple layers of compensation.
Another example of products designed exclusively for the ultra-affluent is the emergence of Private Placement Insurance–extremely customized products with additional pricing advantages and the opportunity for the policy owner to utilize specific investment managers.