NU Online News Service, April 19, 2005, 4:39 p.m. EDT

Organizers of Imerica Life and Health Insurance Company have brought in Rod Farmer to be president and chief executive.[@@]

The organizers of the Tampa, Fla., insurer also have hired Jeff Crippen to be the life and health insurer’s chief sales and marketing officer.

Organizers are trying to make Imerica Life a major supplier of high-deductible, health savings account-compatible health insurance. The company now writes high-deductible coverage in Arizona, Colorado, Georgia, Illinois, South Carolina and Texas, and it hopes to start doing business in more states in 2005, the company says.

Farmer, the new president, was an executive vice president in the benefits business at Trustmark Mutual Holding Company, Lake Forest, Ill.

Crippen was an executive at Humana Inc., Louisville, Ky.