A Conversation With Gina Birchall
October 7, 2020 by P.E. Kelly
September was Life Insurance Awareness Month, the embodiment of a strategic effort by numerous industry constituencies to provide a sharper focus on the importance and immutable efficacy of our life insurance products. Seventeen years ago, the non-profit organization LifeHappens was formed to do just that: condense and deliver a cohesive message to consumers about the sheer simplicity and power of the essential value proposition these products offer.
In the shadow of COVID-19, and all that it has done to unsettle the entirety of our daily lives, this message has become even more crucial, as we all face greater uncertainty than ever before. Indeed, the concept of security appears to ring considerably louder amid the tumult of our shared pandemic.
Gina Birchall is chief operating officer of LL Global, the industry research organization that encompasses LIMRA, LOMA and the Secure Retirement Institute, representing 1,300 members in 64 countries. She spoke with Advisor Magazine about the ongoing mission of Life Insurance Awareness Month, and indeed of the whole of the life insurance industry in general. Under the pall of these troubling times, that mission becomes even clearer: to respond to unforeseen tragedy, to restore financial solvency and, ultimately, to keep families intact.