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While attending the Chicago Rock ‘N’ Roll Half Marathon in July, I noticed that several insurance companies had exhibits at the runner’s expo held before the race. The expos are like little conventions where you can check out all kinds of running gear and supplies, but the insurers were on hand mainly to raise their own brand awareness. Humana did it by sponsoring the run itself—a good move, since healthy runners are an ideal book of business for any self-respecting health insurer. Transamerica was also in the house, another solid move since what goes for health insurers also goes for life insurers: The longer you live, the happier they tend to be.

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