Prepaid Life Insurance Hits the Big Time

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Pity the poor life insurance industry. Not only is the North American market for its product shrinking fast, but ultra-low interest rates are eating away at the investment returns that it depends upon for the income to keep itself afloat.

In light of this new reality, one major U.S. life insurer is partnering with a well-known retail giant to peddle a new product that is a marvel of simplicity: the prepaid life insurance policy.

Insurance meets the prepaid financial product sector
MetLife (NYSE: MET  ) has launched a new pre-packaged life insurance product in conjunction with big-box behemoth Walmart (NYSE: WMT  ) in order to market its policies to the retailer's customer base. Not only does the new sales program expand the insurer's reach, but it reduces costs associated with marketing life insurance through brokers. The policies offer one year of coverage, with a value cap of $25,000.

While this concept is fairly new, MetLife is not the first insurer to sell insurance policies through a major retailer. Canadian insurer Manulife (NYSE: MFC  ) currently offers term life insurance to Canadian citizens through U.S.-based Costco (Nasdaq: COST  ) , which, like Walmart, offers an array of financial products to its customers -- including mortgages.

MetLife's struggles
Like all life insurers, MetLife has had a rough road to travel for the past few years. The company, as well as fellow insurance providers such as Prudential (NYSE: PRU  ) , Sun Life Financial (NYSE: SLF  ) , and Manulife have all cut back on products sold in the U.S. and Canada. Indeed, Moody's just recently trimmed its outlook for the insurance industry from stable to negative, citing the low interest rate environment as the prime reason for the sector's continuing downward earnings spiral.

MetLife has had a particularly hard time of it, as its banking arm put the insurer squarely in regulators' sights. The company has been stymied in its desire to increase dividends and buy back stock because of capital requirements imposed by the government. 

Its efforts to sell its banking section to General Electric (NYSE: GE  ) to avoid such scrutiny has been an ongoing problem, as regulators from the Federal Deposit Insurance Corporation have continually postponed a decision on the matter. More recently, the terms of the sale were changed to name GE Capital Retail Bank as the recipient of MetLife's deposits, rather than GE Capital Bank, an adjustment that will negate the need for the FDIC's involvement.

One Fool's take
Despite its myriad problems, MetLife is taking the initiative to bolster its bottom line. Although the deal with Walmart has just begun, targeting the less wealthy with tailored financial products has been lucrative, as the prepaid debit card industry has shown. Offering its product through Walmart, with its heavy foot traffic, should expand MetLife's customer base quickly, and by a wide margin.

As the venerable insurer sheds its banking branch and concentrates on rebuilding its core insurance business, creative marketing ideas like this one should help the company weather the current economic doldrums with a healthier balance sheet -- as well as a heftier dividend for its long-suffering investors.

MetLife's fight to increase its payout to investors shows just how important dividends are these days. If you would like to find out how to secure your own future with stocks that pay juicy dividends, I invite you to feast your eyes on our special report on that very subject. Want more? Just click here.

Fool contributor Amanda Alix has no positions in the stocks mentioned above. The Motley Fool owns shares of Costco Wholesale and General Electric Company. Motley Fool newsletter services recommend Costco Wholesale. Try any of our Foolish newsletter services free for 30 days.

We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

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Help us keep this a respectfully Foolish area! This is a place for our readers to discuss, debate, and learn more about the Foolish investing topic you read about above. Help us keep it clean and safe. If you believe a comment is abusive or otherwise violates our Fool's Rules, please report it via the Report this Comment Report this Comment icon found on every comment.

  • Report this Comment On October 11, 2012, at 6:08 PM, QualityTermLife wrote:

    It's brilliant in that it stimulates the need for and importance of having life insurance in Americans, who are currently underinsured or not insured.

    But it is not really the best value for consumers. Walmart only sells a single product, from a single insurer (MetLife).

    Instead, life insurance shoppers should take advantage of the empowering features of insurance sites on the Internet. A good source is Quality Term Life,

    To help prepare you before you buy, you can find all the information you need about insurance, use the quote engine to play around with coverage amounts, and find the lowest rates by comparing products from hundreds of top companies.

    And they don't ask you for contact information first!

    There is even a Needs Assessment calculator, as well, so that you know how much coverage you should get.

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