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The Art and Science of Wholesaling

Laura A. Murach, ACS, LLIF, FLMI; Dan Beatrice, ALMI 4/15/2024

To explore the current landscape and future of wholesaling, LIMRA surveyed wholesalers to learn about their activities, opinions, interactions with financial professionals, and perspectives on the future.

Summary

LIMRA surveyed wholesalers to examine the current state and future of wholesaling. This paper compares four groups of wholesalers based on position (external or internal wholesaler) and primary product (annuities or life insurance). It includes findings on interactions with financial professionals, virtual communication, data analytics, and activities in goals.

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Meet the Project Director

Laura A. Murach, ACS, LLIF, FLMI

Murach manages LIMRA’s insurance and investment intermediary/third-party distribution research program. She and her team conduct various research studies related to independent producers, wholesalers, and other distribution intermediaries including BGAs/IMOs, broker-dealers, wirehouses, and financial institutions. Murach also conducts advisor research and manages LIMRA’s Panel of Financial Professionals.

Murach is staff representative to LIMRA’s Wholesaler Leadership Summit and research liaison to LIMRA’s Independent Producer Marketing Committee and LIMRA’s Brokerage Committee. Murach is a graduate of Ithaca College and earned her LIMRA Leadership Institute Fellow (LLIF) designation in 2018.

Research Director, Distribution Research
LIMRA and LOMA
lmurach@limra.com


For more information, please contact lmurach@limra.com.

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