For decades, diversified insurers have doggedly pursued the HolyGrail: getting customers to purchase from them multiple types ofcoverage.
Success has been elusive, and a recent study by LIMRA, afinancial-services research group, offers a surprising explanationwhy: Many consumers don’t have a clue their insurer even offersother products.
Only 48 percent of consumers surveyed by LIMRA were aware thattheir multiline insurer offered life insurance. The study alsofound that one in three people who purchased life insurance from acompany other than their auto insurer did so because they didn’teven know their auto carrier sold the product.
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