Advisor Today - November/December 2016 - 29

Three out of four consumers said they would prefer to buy
LTCI through their employer. The primary reasons they
cited? The insurance had already been vetted by their
employer, and it could be obtained by the employee through
a simplified underwriting and application process.
* Fewer underwriting requirements
- Because group LTCI is, in part,
underwritten at the group level,
fewer underwriting requirements
are needed at the individual level for
employees during initial enrollment.
* Online enrollment - Consumers we
surveyed liked the idea of being able
to learn more about LTCI, estimate
costs and apply online.
* Family coverage - While
underwriting requirements are
generally more stringent for relatives
of employees, spouses, parents,
grandparents and adult children
may also be able to take advantage
of the group pricing, even if the
employee chooses not to enroll.
* Easier payment options - Employees
can pay premiums by payroll
deduction, if offered by the
employer, electronic funds transfer
or direct bill.
* Affordability - In most employer
group plan designs, employees can
start small, buy a modest amount of
LTCI and then add to their coverage
over time as their budgets permit.
In our experience, the best
enrollment results have been achieved
when an employer makes full use of
marketing resources, branded with
the employer's logo, such as internal
announcements, newsletters, webinars,
onsite informational meetings and
reminder emails. Many carriers also
offer customized employer websites,
which can be great sources of valuable
information for employees.

Benefits for all
Group LTCI is often a direct
sale between the insurer and
the insured, often through an
enrollment website. For brokers,
this means they can concentrate on
helping the employer build benefit
plans that are valued by employees
instead of gathering applications
for one specific plan. Since
brokers are not involved in taking
individual applications, as they
are with individual or "list bill"
individual plans, broker resource
requirements for training, licensing
and travel are minimized. This is a
special advantage for brokers with
large employer groups that span
multiple states.
An advantage to the employer
is that they can offer one plan that
employees can then customize no
matter where they are located as
opposed to constantly having to
adapt their benefit plans to new
products being introduced state by
state throughout the program.
Most important, employees
benefit by being able to easily
purchase LTCI, vetted by their
trusted employer, which will be
there for them when they or their
families need it the most.
Brian Harrington serves in a dual role
as leader of Genworth's Group Long
Term Care insurance business and
distribution leader for Genworth's
U.S. Life Insurance division.

11/20/15 29
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Advisor Today - November/December 2016

Table of Contents for the Digital Edition of Advisor Today - November/December 2016

FROM THE EDITOR
VIEWPOINT
NEW PRODUCTS
I Love My Job, But I Don’t Want to Do it Forever!
Building a Practice You Love
The New American Dream
A New View of Retirement
College Education Funding: Helping Clients Evaluate What’s Best
Portfolio Allocations for New Market Conditions
Leveraging the Power of Study Groups
An Interview with MassMutual’s James Ocampo on Critical Illness Insurance
Start with “Why”
Best Practices for Selling Group LTCI
From Yes to Success
Meet NAIFA’s New President
NAIFA’s 2016 Performance + Purpose Conference
NAIFA GOVERNMENT RELATIONS
4 Ways to Build an Effective Email Marketing System
ADVERTISER INDEX
BACK PAGE
Advisor Today - November/December 2016 - cover1
Advisor Today - November/December 2016 - cover2
Advisor Today - November/December 2016 - 1
Advisor Today - November/December 2016 - 2
Advisor Today - November/December 2016 - 3
Advisor Today - November/December 2016 - 4
Advisor Today - November/December 2016 - 5
Advisor Today - November/December 2016 - 6
Advisor Today - November/December 2016 - 7
Advisor Today - November/December 2016 - FROM THE EDITOR
Advisor Today - November/December 2016 - 9
Advisor Today - November/December 2016 - VIEWPOINT
Advisor Today - November/December 2016 - NEW PRODUCTS
Advisor Today - November/December 2016 - 12
Advisor Today - November/December 2016 - I Love My Job, But I Don’t Want to Do it Forever!
Advisor Today - November/December 2016 - Building a Practice You Love
Advisor Today - November/December 2016 - The New American Dream
Advisor Today - November/December 2016 - A New View of Retirement
Advisor Today - November/December 2016 - College Education Funding: Helping Clients Evaluate What’s Best
Advisor Today - November/December 2016 - 18
Advisor Today - November/December 2016 - Portfolio Allocations for New Market Conditions
Advisor Today - November/December 2016 - 20
Advisor Today - November/December 2016 - Leveraging the Power of Study Groups
Advisor Today - November/December 2016 - 22
Advisor Today - November/December 2016 - 23
Advisor Today - November/December 2016 - An Interview with MassMutual’s James Ocampo on Critical Illness Insurance
Advisor Today - November/December 2016 - 25
Advisor Today - November/December 2016 - Start with “Why”
Advisor Today - November/December 2016 - 27
Advisor Today - November/December 2016 - Best Practices for Selling Group LTCI
Advisor Today - November/December 2016 - 29
Advisor Today - November/December 2016 - From Yes to Success
Advisor Today - November/December 2016 - 31
Advisor Today - November/December 2016 - Meet NAIFA’s New President
Advisor Today - November/December 2016 - 33
Advisor Today - November/December 2016 - 34
Advisor Today - November/December 2016 - 35
Advisor Today - November/December 2016 - 36
Advisor Today - November/December 2016 - 37
Advisor Today - November/December 2016 - NAIFA’s 2016 Performance + Purpose Conference
Advisor Today - November/December 2016 - 39
Advisor Today - November/December 2016 - 40
Advisor Today - November/December 2016 - 41
Advisor Today - November/December 2016 - 42
Advisor Today - November/December 2016 - 43
Advisor Today - November/December 2016 - 44
Advisor Today - November/December 2016 - NAIFA GOVERNMENT RELATIONS
Advisor Today - November/December 2016 - 4 Ways to Build an Effective Email Marketing System
Advisor Today - November/December 2016 - ADVERTISER INDEX
Advisor Today - November/December 2016 - BACK PAGE
Advisor Today - November/December 2016 - cover3
Advisor Today - November/December 2016 - cover4
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