Bank of America, which is trying to give insurance a higher profile and higher sales figures online and in traditional channels, has made a key hire to help it achieve those goals.

Catherine Kenworthy, formerly with GE Capital Mortgage, officially joined the Charlotte, N.C., company Monday as executive of Bank of America Insurance Services Group. It’s her responsibility to make Bank of America more adept at cross-sales and servicing of insurance products, which are available to its retail and business customers and include homeowner, credit, auto, and term life.

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