A new A.M. Best Co. Statistical Study shows the face amount of life insurance policies issued during 2010 declined 3.1% to $2.87 trillion compared with a year earlier.
Term life on a business issued basis marked a steeper descent, falling 11.7% to $1.13 trillion.
Group life business issued declined at a less significant rate yet ended up at essentially the same plateau, dropping 1.5% to just above $1.13 trillion, according to another study. The five A.M. Best Statistical Studies looked at total life issued; ordinary life issued; term life issued; group life issued and credit life issued.
Andrew Edelsberg, a vice president in the life/health division at A.M. Best Co., said term sales were driven down last year by higher rates and the sluggish economy's impact on consumer spending.
"Term pricing generally increased as carriers were, in many cases, forced to self-fund Regulation XXX reserves as alternative solutions became relatively expensive," Edelsberg said. "We saw an increase in whole life and universal life sales due to consumer's demand for cash value policies, as well as universal life with no-lapse guarantees."
Edelsberg also said that large mutuals with career distribution had a favorable experience with whole life sales trends.
Northwestern Mutual Group bucked overall segment declines and gained across separate categories of rankings. Total life issued increased 9.5% to $123.9 billion, boosting the Milwaukee, Wis.-based mutual ahead of ING USA Life Group and into the top three.
Metropolitan Life & Affiliated Cos. held the top ranking with $288.8 billion in total life business issued for 2010 (down 5.9%), and was trailed by Prudential of America Group with $186.3 billion (down 9.2%).
Northwestern jumped ahead of MetLife and into the top spot for ordinary life business issued. For term life issued, Northwestern moved up two positions to secure the No. 2 slot.
Shawn Mauser, Northwestern's director of life products, said the company saw significant increases for all life products. He suggested it stems from a changing consumer mindset that has migrated away from the paralysis in 2008 and 2009, when he said there was a tendency to postpone financial decisions.
He described a resurgence taking place with consumers taking a broader and more thorough look at their overall financial situation.
"What we saw in that was a shift in their risk posture overall, and that affects what they are doing with their accumulated assets as well as their insurance," Mauser said. "It wasn't a full-fledged retreat from taking risk; I would say it was just a greater appreciation for safety in the overall context of how much risk people are willing to take."
Mauser said more than half of Northwestern's new sales last year came from existing clients.
"I think that speaks to a flight to quality in some respects, but a confirmation of their previous Northwestern Mutual purchases," Mauser said.
Despite experiencing a 37.6% decline on term life business issued, Prudential's group life business issued increased 14.6% to $126.9 million.
In terms of total life business issued, Prudential of America Group held its No. 2 position.
Mark Hug, chief marketing officer for individual life at Prudential, said the company raised prices twice in 2009 for its life-protection products.
"While it was painful, it was necessary," Hug said. "Our competition didn't respond as quickly as we thought they would, but they have responded since."
Hug cited a confluence of events that were triggered back in 2009, which he described as a favorable year for Prudential. He said Prudential benefitted from a flight to quality in 2009 that ensued as the recession ended.
One factor was that American International Group had lost its spot as the top seller of term insurance in the United States. "They pretty much dropped off the map," Hug said. "So all of that term insurance had to go someplace, and we were a big benefactor of that."
He said other key players in the term market also experienced difficulties during 2009, issues that have since abated and enabled their return to the term segment. Combining that return factor with an overall reduction in the amount of coverage purchased has provided a subsequent confluence for the life industry. Hug said Prudential believes that the overall drop in coverage can be "associated with the loss of disposable income of the middle class, as they suffer through high unemployment."
Standard Insurance Group notched a 53% increase in group life business issued, raising that 2010 figure to $68.1 billion. As a result, the boost moved Standard up five places into the No. 6 slot. Brad Nantz, vice president of employee benefit sales at Standard, said this happened despite a challenging economy in which shrinking headcounts and static wages dampened organic growth.
"Our stable, expert sales force delivered strong group life sales and persistency," Nantz said. "We also saw volume growth as a result of key technology investments in new services and capabilities, including improved enrollment tools and online beneficiary management, which appealed to private employers looking for ease and efficiency."
Northwestern Mutual Life Insurance Co. currently has a Best's Financial Strength Rating of A++ (Superior).
Prudential Insurance Company of America currently has a Best's Financial Strength Rating of A+ (Superior).
Standard Insurance Co. currently has a Best's Financial Strength Rating of A (Excellent).
(By Al Slavin, senior associate editor, BestWeek)