A new initiative by Phoenix Cos. Inc. of Hartford, Conn., rests on the belief that financial services companies are still interested in life insurance — just in a different way.

Many financial services companies have moved away from offering proprietary life insurance, but Phoenix officials say those companies still want to cross-sell life insurance products to their clients. So the company has started a unit — Saybrus Partners Inc. — to provide life insurance consulting services to financial advisers.

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