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It isn't optional for the competitor. By law, to issue policies in a state, you must be a member of that states guaranty association. So, if a carrier failed & wasn't first bought out by another carrier, each remaining carrier licensed in the state will be assessed their share to cover the claims as spelled out in the laws governing the Guaranty Association. This would of course be after the failing carriers assets are sold.
My understanding is an agent can mention it in marketing materials and cannot give the impression that "it is just like FDIC that banks have". However, when asked by a consumer you can explain & can even provide the coverage materials stated on the Guaranty Assoc website materials
By law?
In most states, the law creating the Guaranty Fund addresses mentioning it in marketing. Generally you are prohibited from using it as a marketing tool, however you can discuss it when asked.
Insurance companies can go under, and policyholders can receive less than policy benefits when it happens.
If you are worried about the solvency of a company, you probably don't to place a large portion of your life savings with it. Regardless of the State Guaranty fund.
The same with FDIC, if I'm worried about a bank, I don't care if the FDIC insures it or not. Go ask the people back in 2007-2009 how much fun it was when a bank goes into receivership. While typically the FDIC is pretty good about making it all but seamless for the depositors, it gets very ugly, very quickly when they can't quickly find a new buyer.
That's kind of what I understood about it. You can't use it to sell but you can explain that it exists when asked about companies failing. But you are not to use the existence to make it appear that a less financially stable company is just as safe as a more financially stable company. Each company can only guarantee their policies up to their own ability to pay claims.
A LOT of policies are not a part of the state guarantee program at all. In addition to fraternals there are any company that is using a re-insurer. And also any non-guaranteed parts of any policy which is huge with ULs. The guaranteed illustration on most UL will have them lapsing fairly early in the policy. So even if it's performing better than that, in the event of a company failure it is not covered by any back up program. Dividends on whole-life policies are the same way. Many wealthy people are sold huge WL policies as a part of their estate planning and the dividends are projected (not guaranteed) to carry the policy premium after X number of years. If a person buys a policy out of state or later moves to a state where their particular policy is not available for sale, they are not covered on that policy.
For instance, my office is in Indiana but it's 5-miles from the Kentucky state line and a lot of my Kentucky clients meet with me at my Indiana office. From my understanding if they meet me at my office and buy life insurance or annuities they are not covered by the Indiana OR the Kentucky state guarantee fund. The Indiana fund wouldn't cover them due to they are not an Indiana resident. The Kentucky fund wouldn't cover them if the product they are buying is not approved for sale in KY. And MANY companies are not approved for sale in Kentucky and the ones that are often have a state specific version that is different from Indiana's version.
The main thing is that no insurance policy is guaranteed by any state. They are guaranteed by insurance companies. The insurance industry is REGULATED by the states. Not funded or back up funded by the states.