Speedy and convenient: Securian brings life insurance coverage online for financial institution customers

Digital solution offers streamlined experience for customers of Securian’s 4,000 U.S. financial institution partners

ST. PAUL, MN (August 28, 2015) — Securian Financial Group is helping lead life insurance purchased through financial institutions into the digital era with a streamlined, web-based buying and policy delivery process.

“Today’s consumers want insurance products that are easy to buy online,” said Barb Baumann, who leads Securian’s direct response marketing partnerships with financial institutions. “Our digital platform allows the customers of our financial institution partners to apply online for economical, simple, reliable coverage and, in many cases, receive their policy documents immediately.”

Through direct response marketing, financial institution customers are invited to purchase insurance on SecurianAccess, a proprietary web platform that makes the process quick and easy. Customers have the option to receive their policy documents digitally, which they can then save or print.

“Digital application and policy delivery gives financial institution customers a complete insurance experience online,” said Baumann. “They can buy insurance coverage with the speed and convenience they’ve become accustomed to elsewhere on the web.”

Research conducted by LIMRA (2), a life insurance trade organization, has found that consumers who have grown up on computers and online—the Millennial Generation and Generation X—are the most receptive to buying life insurance products from financial institutions. These consumers are interested in simple products, like term life and other basic protection. They are also the least likely to currently have coverage—56 percent of adults ages 25-45 have no life insurance—making them a particularly attractive market for financial institutions.

About Securian Financial

At Securian Financial, we’re here for family. And we’re here because of it. We’re guided by our purpose: helping customers build secure tomorrows. Since 1880, we’ve been building a uniquely diversified company that has outlasted economic ups and downs while staying true to our customers. We’re committed to the markets we serve, providing insurance, investment and retirement solutions that give families the confidence to focus on what’s truly valuable: banking memories with those who matter most.


Jeff Bakken
Media Relations
651-665-7558 |

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