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Financial Planning > Behavioral Finance

Lincoln Financial Execs Discuss Company Plans

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BY JIM CONNOLLY

When Jon Boscia, chairman and CEO of Lincoln Financial Group, and Dennis Glass, its chief operating officer, rang the closing bell April 3 at the New York Stock Exchange, they were celebrating the $7.5 billion merger of Lincoln and Jefferson-Pilot Corp. That ceremony was just the beginning of what will be a year of integration, they say.

The company has a combined market cap of $16.2 billion as of March 1, 2006, combined revenue of $9.7 billion and combined 2005 income from operations of $1.42 billion.

By the first quarter of 2007, it will have finished integrating products and distribution channels, according to Glass. Distribution channels will remain largely the same, and there will be some cross-selling of products, he continues.

The melding of product offerings includes Lincoln Financial’s variable and fixed annuities, universal life and variable universal life products, term insurance, mutual funds and 529 plans, and Jefferson-Pilot’s annuity and life products, including equity index annuities and UL and VUL products, many with secondary guarantees.

Approximately 55%-60% of sales in JP’s individual products segment over the last three years were attributable to products with secondary guarantee benefits, and 75% of sales within its annuities and investment products segment over the last two years were attributable to EIAs, according to JP’s 2006 10K filing.

Through Lincoln Financial Distributors, the company, based in Philadelphia, reaches wirehouses-regional firms, independent financial planner firms, financial institutions, managing general agents and corporate specialty markets, Lincoln’s 2006 10K indicates.

JP’s distribution channels include independent general agents, national marketing organizations, agency building general agents, a district agency network, broker-dealers, banks and strategic alliances, according to the company’s financial filings.

During 2006, scheduled product introductions will continue, because that is necessary to compete, Glass says.

The integration of both companies will result in a more comprehensive product portfolio that will enable Lincoln to reach out to all market segments, from the affluent to those with modest incomes, he explains.

Integration will include branding under the Lincoln name, a process that started from the day of the merger and should be fully completed by first quarter 2007, according to Boscia. Visitors to Jefferson-Pilot’s Web site are being redirected to the Lincoln Financial Web site.

Branding is a key Lincoln Financial strategy, according to the company’s 10K statement. The branding focus is on financial intermediaries and the wealthiest 11% of the population.

The field force is looking forward to an expanded number of products that they can offer, Boscia says. Those in the brokerage distribution channel already can offer this extended line.

That field force will need an array of products to be able to reach consumers at different points in their lives, he says.

For instance, income planning will be an important trend, Boscia says. He notes the field of financial services players who advertised the need for income planning during the recent NCAA tournament.

“Boomers are going to have to live off their income for a very long time to come,” Boscia notes.

Companies will need to recognize the need and to make sure they have a product portfolio to help with that planning as boomers shift from accumulation to payout, he says.


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