Life insurers continue to face resistance in their quest to sell more polices at banks, a condition largely marked by a lack of technology standardization between banks and insurers, as well as a lack of simple awareness on the part of bank customers.This ongoing struggle was detailed in a recent study by Washington, D.C.-based American Council of Life Insurers (ACLI). The report, titled "Catalyst for Change: Next Steps in Bridging the Cultural Divide Between Banks and Life Insurers," offers specific proposals designed to support the growth of a vibrant bank insurance marketplace. "Creating the successful bank life insurance blueprint involves a series of detailed and precise actions, procedures and processes," states the report, which offers 21 marketing and distribution recommendations for enhancing life sales in bank branches.

The recommendations were derived from three ACLI-sponsored workshops in 2004 with senior executives of banks, life insurers, consultants, professional advisors and industry experts.

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