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Nationwide is offering some of its annuity holders the kind of advocacy and advice services traditionally associated with employee assistance programs or long-term care insurance.

The Columbus, Ohio-based mutual insurer is starting out by offering a concierge service package, from HealthAdvocate Solutions, to 25,000 variable annuity contract holders.

(Related: 10 Top ACA Individual Risk-Adjustment Bills)

West’s HealthAdvocate Solutions unit will help the contract holders, their spouses, their children, their parents and their parents-in law with understanding Medicare, making appointments with doctors, and reaching counseling services.

The unit will also help callers with health insurance claim and billing issues, and with arranging for care for aging parents, or for other adult relatives who need care.

Nationwide will make the concierge services available to holders of the Destination Navigator 2.0, Destination All American Gold 2.0, Destination Architect 2.0 and Destination Freedom variable annuities.

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