Though their enthusiasm for mutual funds may be leveling off, bank customers are showing an increasing receptivity to life insurance, according to American Banker's annual consumer survey.

Of 504 people in the 1996 American Banker/Gallup survey who said they primarily used commercial banks, 16% said they would be interested in buying life insurance if their banks offered it. This was up from 15% in 1995 and 13% in 1994.

Subscribe Now

Access to authoritative analysis and perspective and our data-driven report series.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.