Three years ago, The Baltimore Life Insurance Co. implemented an automated sales and underwriting system in conjunction with striking a marketing deal with a large membership organization. The Owings Mills, Md.-based carrier believed the affinity deal could drive unprecedented new premium growth for its death benefit products through a concerted campaign of television ads and mailers."It was a significant opportunity," says Garry Voith, Baltimore Life's assistant vice president and director of distribution technology and marketing.

Although the marketing deal failed to reach its full potential in terms of premium growth, Baltimore Life had the technology to build premium volume, process policy applications faster and help burnish the company's reputation as a small player-with assets around $800 million-and build a reputation for easy processing and fast-pay commissions among agents.

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