2009 Summary Annual Report

The user has to understand what they’re buying. They don’t have to understand all the intricacies and the back office calculations. They don’t have to be trained actuaries, but they have to be able to understand the trade offs that they’re making by the products that they’re purchasing.

So that involves education, it involves product redesign, it involves marketing redesign, it involves a coordinated effort to demystify life and retirement products for the average consumer, and if we do that, that’s transformational, because nobody’s done that. Nobody’s done it well. People have toyed at it, but nobody has done this well.

You look at the average policy out there, you look at the average illustration out there, you look at the average website out there, and the average person, our consumer, they just want to understand what they get and what they don’t get. If we master that, the world opens up. The consuming public is so hungry for this, it’s amazing, and if we get this right, we will be the attraction in the financial services industry for our target market.