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Robust sales in life insurance? Really? PDF Print E-mail
Written by Wilfred Ling   
Saturday, 07 August 2010

According to the newly release statistics from Life Insurance Association HERE, the life insurance industry experienced a 28% increased in sales for the first half of 2010 as compared to the same period in 2009. However, in terms of claim payout only $210 million out of $1.85 billion were related to death, disability and critical illness. That means 89% of the money the insurers paid were UNRELATED to insurance. In terms of sales, the average sum assured per regular premium policy was $53,535 for the 2nd quarter of 2010. Interestingly 72% of the sales were conducted with partial or full fact find. Now, all these figures do not tally at all.

First, the life insurance industry has already “move on” in doing things unrelated to insurance. The fact that 89% of the claims payouts were NOT related to insurance implies that the industry is doing very little insurance and a lot of other things like investments and savings.

Second, despite majority of sales done using partial or full fact find, how come each regular premium policy sold is only on average $53,535 of sum assured? Remember that this is regular premium and NOT singe premium. (Single premium is usually related to investments and savings.) It does not take a genius to know that this amount isn’t going to last a family for more than a couple of years. With the escalation cost of standard of living, very soon this amount is going to only last 1 year! I know some people would argue that an individual will not buy just one policy. Logically speaking, if the client agrees to the recommendation after a full/partial fact find, they would be taking up the full sum assured recommended by purchasing one or at most two products from the representative. I suspect that the full/partial fact finds were either done mechanically or that many clients did not take up the recommended sum assured. Either way, there is nothing to celebrate about.

Of concern to me are ILPs. Many people bought ILPs without knowing that it does not provide life time cover. They had thought it would last them forever as long as they pay the premium. Has anyone notice that if you generate an ILP quote for say a young person of age 30, you only get to see the illustration up to age 65 or so? Maybe it is because there is no space or maybe it was “designed” to be that way. Some of my clients who are in their 50s obtain the latest benefit illustrations when I requested them to do so. Since the illustration starts at age 50, the illustration will run until they are age 80 or 90. The illustrations clearly show that the policy may terminate at around 80+ because the death benefit and cash value is zero. Their reaction is predictable. Some of them would start shouting vulgarities.

One of the fallacies about ILPs that advisers like to say is that the insurance charges are cheap when the insured is young. Therefore it is affordable to them. Factually this is correct, practically it is untrue. Why? What if I say that this bottle of drink only cost $0.01? Is it cheap? Yes, factually it is cheap because an equivalent mineral water cost $1. But what if I tell you that to get the bottle of drink at $0.01, you need to pay another $0.99 into a piggy bank which you cannot withdraw at the moment’s notice because up to XX% of the capital in piggy bank is taxable? Sounds complicated? That is how ILPs work. Very complicated.

If you need $1 million for your surviving family (yes, this is a realistic value because of the need to support dependents and pay off mortgages), you will find that you cannot use an ILP because you are not allowed to minimise your investment component to zero. Remember that the insurer will not allow all your premiums to go to the insurance only – at least not initially. That is to say that you must pay $1 to get the $0.01 drink with the $0.99 deposited into a taxable piggy bank. As a result, the ILP premium to provide for $1 million of sum assured is ridiculously high. On the other hand, this can be done through a term insurance easily at rock bottom prices. It is a no wonder that Singaporeans continue to be underinsured. End of the day, who is to be blame? Consumers or advisers? To me, both parties are to blame. The buyer must do their own due diligent and research while the seller must be truthful and professional. The next time you ask for insurance advice, ask your insurance adviser exactly how much “real” insurance he or she has sold because the statistics show that 89% of the claim payouts were unrelated to insurance.

Related FAQ on insurance HERE

This article was also publish in CPF IMSavvy / IM$savvy: http://www.cpf.gov.sg/imsavvy/blog_post.asp?postid=570731262-128-7685205339

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The Watchman  - The Watchman   |220.255.7.191 |2010-08-07 04:46:19
Robust sales? what for? Only $53K sum assured sold.Consumers are still under insured. Is the President happy? Ho,yes, very happy because all the insurance companies and their agents are making more money now. Wonder where the money come from?
Worse, LIA claims 72% submitted full/partial KYC and yet only $53K sold. Something is wrong, right?
Fake, bullshit and fabricated KYCs, how did they pass the supervisors, the compliance dept is a great mystery. No.. no mystery..the supervisors get over ride, the compliance boys get their salary, the CEO can ask for bigger performance pay bonus ...hahaha ,they are all in cahoot to cheat MAS and the consumers.
I pity the families who claimed $47K left by their deceased spouse.. First they have to get the cheapest coffin and conduct the cheapest wake service and hope left enough to move on in their lives. The beloved insurance agent who brought the chegue to the wake
must be very proud 'adviser' to see a few young kids milling around the bereaved spouse who recieved the chegue. Wonder what was going in his or her heart and mind. Ah, plenty but lacking the conscience what could the heart feel? sell to the kids?
Wilfred, I am glad that you are championing the cause of the man in the street who are daily being cheated by conmen and women disguised as senior and executive financial consultants whether in the malls, mrt , fast food joints and in the homes.Keep up the fight to expose these dishonest koyok , snake oil, magic stones conmen and women.I agree that there are 99% of them and to weed them out is to make representation and feedback to MAS who can in fell swoop eliminate them completely. HOw? campaign and press for removal of commission from all insurance and financial products.. make need based a must approach to consumers' needs.Make all recommendations a must to comply with FAA's section 27 requirement of reasonable basis. You notice the 72% might be true,but only fact find and analysis but recommendation NOT of reasonable basis..eg.fact find and analysis uncovered client needs $500K but recommended only $50K..in limited payment wholelife or vivolife.No budget to buy more..The short fall to be MET in next "review"..when the cleint has money or receives bonus.Will the short fall be met? NO!!!a shorter term limited payment wholelife will be sold, this time 5 year term vivolife(this time the shorter term is the reason of recommendation).
Wilfred.. ja yu.
The Watchman   |220.255.7.181 |2010-08-07 23:52:41
You know , Wilfred, I went to colleague, PLIM's blog on the subject of IFA. I was shocked by his definition of an IFA. According to him an IFA is a adviser who dispenses 'fair and objective' recommendation and an adviser who gives recommendation on a reasonable basis is not an IFA.
I think you need to point to him section 27 of the FAA and define what is 'reasonable basis' to him. He seems confused. Yes , an IFA must be fair and objective but more importantly his recommendation must be of reasonable basis.This is a legal definition of best advice which is used by UK.
Wilfred   |SAdministrator |2010-08-08 00:52:31
Hi The Watchman,

I read his blog posting. His definition is correct. Your interpretation is also correct but you may not have clearly understood the definition of IFA.

"Reasonable basis" is applicable to all financial advisers regardless whether licensed or exempt.

However, "objective and fair" is a more stringent requirement which only an IFA can claim.

For instance, it is "reasonable" for adviser to recommend a whole life of $100,000 to meet the shortfall of $100,000 calculated from needs analysis. However, if the shortfall is only temporarily, it is "objective and fair" that the recommendation should be a term insurance.

As it can be seen, the "reasonable basis" is too easy to satisfy as it usually just involved filling up a template KYC. On the other hand, the "objective and fair" criterion is almost impossible to fullfill.
The Watchman   |220.255.7.224 |2010-08-08 03:52:56
Wilfred,
no intention to get into a debate over the definition of 'reasonable basis".I want to clarify that this term is a legal term which means given similar circumstances fellow financial practitioners,(i mean qualified) would have have arrived at the same conclusion and prescribed a similar recommendation. It is not possible to be reasonable basis if the fact find and analysis is not objective and fair and according to the constrains of the client. Your example is flawed.First there is not enough info of the constraints of the clients,eg the insurance is for temporary use to address a specific need.
Secondly , it is not a template.I think you are mistaken about this. I know where you are coming from.Many FAs and tied agents use some financial planning software to con their customers into beleive that they are 'planning' but inevitably recommended a high commission product which is premeditated and being disguised that it is as if the result of analysis.This is the reason I am finding fault with LIA over the 72% of case submissions with full/partial fact find. This is bullshit. I see them every day this 'crime' being committed. Is this what you mean by templating? Reasonable basis cannot be templated.It is unigue.Notice i don't use the word 'same' instead I used 'similar'.
Objective and fair is not impossible to achieve if the planner is an honest and competent planner and his or her desire is to put the cleint's interest first. If the objective of the planner is commission then I agree with you. If the 'planner' is an honest salesman but unqualified he or she cannot achieve too because he or she doesn't know how.
Let me sum it up. Reasonable basis is a legal term by US financail planning(FPS board and it is used in many professions to mean the best advice that can be dispensed in attaining an objective, eg CPA, the medical and the legal . The UK former FSA used the term "best advice" Australia uses 'reasonable basis'.Our FAA uses 'reasonable basis" because the FPSB was consulted by MAS. I hope I have helped you understand why I was uncomfortable with Patrick Lim's definition of an IFA..if he didn't say that IFA dispensing reasonable basis recommendation is not an IFA I wouldn't pick on him. Read section 27 of the FAA.
The Watchman   |220.255.7.226 |2010-08-10 06:18:10
Wilfred,
you should report or alert MAS to the conflicting figures in the LIA report or write to the press.
The conflicts are in
1.The increase of 28% in the sales result doesn't correspond and agree to the average sum assured.Simplistically and logically, the sum assured sold should at least increase by 28% too right?.
Instead the sum assured remained as it has been over the past years. Does it mean more agents were pushing products or more products were sold?
The increase in sale also didn't translate into more awareness of the need for insurance as risk management tool. Was it due to inertia or was it due to product pushing and conflict of interest.
2.The more disturbing figures are the figure of sum assured and the 72% of cases with full or partial KYCs. They don't seem to agree. Increase in the options 1&2 submitted cases didn't result in bigger sum assured. If proper fact find , need analysis and appropriate or recommendation on reasonable basis were strictly complied with it should result in $500K sum assured but it didn't. Why? The answer might be poor governance and fake compliance and there might even be circumventing the top down fair dealing guidelines in all the insurance companies. Isn't the fair dealing guideline about putting the clients' interest first? If it was implemented and enforced the sum assured should have increased to reflect the 72% , ie $500K sum assured.
I guess there has been conflict of interest from the agents, to supervisors, to the compliance department to the CEOs.I suspect conspiracy.
MAS should audit them more stringently and mustn't trust the companies to self regulate. They won't. They only appear to. The result report shows glaringly that everything is not right with the figures. MAS must investigate them for breaching the FAA and the fair dealing guidelines.
The Watchman   |220.255.7.222 |2010-08-11 23:57:48
Code of ethics and professional responsibilities.


# Integrity - Honest practitioners have the trust and confidence of their clients. Decisions that are made for those clients require a level of honesty that takes precedence over any PERSONAL gain. Integrity does allow for honest mistakes and differences in professional philosophy, but it excludes any form of deceit.
# Objectivity - Competent and qualified practitioners must be impartial and objective in all decisions and transactions and NOT skewed by the commission of the products.
# Competence - Honest practitioners must maintain and develop the necessary knowledge and skills to competently perform their daily duties. This means that they must be able to do their jobs correctly and effectively on a consistent basis.
# Fairness - Honest and competent practitioners must be fair in all dealings with both clients and associates. This includes disclosure of all conflicts of interest, and treating others with respect but not the conmen and women.
# Confidentiality - All material disclosures given by clients are strictly confidential and cannot be disclosed to any third party outside the necessary course of business. Obviously, trust between clients and advisors is based on this.
# Professionalism - A professional practitioner's conduct must be courteous and dignified at all times. Professional behavior is expected as a matter of course, both with clients and associates.
# Diligence - All practitioners must provide their services with promptness. Proper supervision of all procedures and services provided is also expected.
Due diligence on products must also be conducted to ensure that they meet the clients' needs efficiently and effectively.
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