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August 27, 2015

Speedy and convenient: Securian brings life insurance coverage online for financial institution customers

Digital solution offers streamlined experience for customers of Securian’s 4,000 U.S. financial institution partners

ST. PAUL, Minn.--(BUSINESS WIRE)--Financial institution customers can now buy insurance and receive their policy documents quickly online from one of the nation’s largest and most highly rated1 life insurance company groups.

Securian Financial Group is helping lead life insurance purchased through financial institutions into the digital era with a streamlined, web-based buying and policy delivery process.

“Today’s consumers want insurance products that are easy to buy online,” said Barb Baumann, who leads Securian’s direct response marketing partnerships with financial institutions. “Our digital platform allows the customers of our financial institution partners to apply online for economical, simple, reliable coverage and, in many cases, receive their policy documents immediately.”

Through direct response marketing, financial institution customers are invited to purchase insurance on SecurianAccess, a proprietary web platform that makes the process quick and easy. Customers have the option to receive their policy documents digitally, which they can then save or print.

“Digital application and policy delivery gives financial institution customers a complete insurance experience online,” said Baumann. “They can buy insurance coverage with the speed and convenience they’ve become accustomed to elsewhere on the web.”

Research conducted by LIMRA2, a life insurance trade organization, has found that consumers who have grown up on computers and online—the Millennial Generation and Generation X—are the most receptive to buying life insurance products from financial institutions. These consumers are interested in simple products, like term life and other basic protection. They are also the least likely to currently have coverage—56 percent of adults ages 25-45 have no life insurance—making them a particularly attractive market for financial institutions.

About Securian Financial Group

Since 1880, Securian Financial Group and its affiliates have provided financial security for individuals and businesses in the form of insurance, investments and retirement plans. Now one of the nation’s largest financial services providers, Securian is the holding company parent of a group of companies that offer a broad range of financial services.

1. Securian Financial Group, Inc. is part of an insurance holding group. Ratings are assigned to the following Securian Financial Group, Inc. member companies: Minnesota Life Insurance Company and Securian Life Insurance Company. For more information about the rating agencies and to see where our ratings rank relative to others, please see our web site at
2. “Bank on It! Opportunities with Today’s Bank Customer,” LIMRA, 2012

Contact Info

Jeff Bakken

Media Relations