I don't know that there is a pat answer for the criteria. Certainly premium and financial strength are matters of consideration, but more importantly, I think, is the question of how a particular product fits into an overall portfolio.
It is a case by case basis. I don't know how you can expect a set criteria for that...
As Northwestern Mutual has encouraged, and pushes all reps to take on more of a financial planning role, and demand we do fiduciary level of service to our clients (whether individual rep operates under fiduciary or suitability standards, does not matter in company's eyes... best interest of client comes first). So, when we are looking at a client's investment portfolio, managing trusts, etc... we take all these things into consideration.
I would say probably 75% of the time, NML will get my business. But 1/4 of the time, other companies get my client's insurance business. And no, it's not just due to insurability factors. There are times NML is just not right, no matter how you slice it, for a particular client.
But if they are... I can offer it, and no one else can.
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Can you give us an example of a recent case where the NML policy did not fit your client?
nadm