Prudential Financial Inc. said Tuesday that it has formed a partnership with LifeMark Partners Inc., a Baltimore-based national network of independent life brokerage agencies, to start a marketing program intended to help distributors sell insurance to women.
The program, called Hidden in Plain Sight, is to focus on developing targeted marketing plans and leveraging the Newark, N.J., insurer's expertise in market segmentation, Web-based marketing, advertising, collateral materials, and sales skills.
Almost half of new insurance buyers are women, according to a 2005 report by Limra International, a Windsor, Conn., financial services trade group. And nearly 70% of women believe that protecting their investments and retirement savings is "very important," though only 15% are "very confident" of achieving this goal, a Prudential study said this year.
