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Legal & General America wins LIDMA Innovation Award

Tuesday, September 19, 2017

The Life Insurance Direct Marketing Association (LIDMA) has announced that it has selected Legal & General America as its first-ever Innovation Award winner. The announcement was made at LIDMA's 14th Annual Fall Meeting & Business Showcase, which took place at the Ritz-Carlton Tyson's Corner in McLean, Virginia.

To be considered for the award, Legal & General America was asked to submit a video, demonstrating our innovative digital solutions and how we've changed or improved the life insurance channel. Watch the video.

"Our panel of steely-eyed judges and industry experts voted and we're thrilled to announce that Legal & General's Straight Through Processing technology was the winner," remarked LIDMA president Shervin Eftekhari. "Known as a low-cost provider of term life insurance for over 20 years, the new Legal & General technology represents, for eligible shoppers, a fast and convenient way to buy."

We are thrilled to have won the 2017 LIDMA Innovation Award. Our new Straight Through technology serves both consumers and advisors with a radically-improved process in which policy delivery can happen within 24 hours for qualified applicants. Direct marketers benefit because there are fewer touch points and faster decisions, which is always pleasing to the customer.

— Eric Lester, VP, Operations

"We offer more digital solutions than any of our core competitors and strive to be a company that is easy to do business with. To be recognized for innovation in the digital area from a group as highly respected as LIDMA is quite an honor for us," says Patrick Bowen, SVP Distribution.


LIDMA is the primary association dedicated to supporting businesses and professionals active in direct sales of life insurance products to consumers – the fastest growing sales segment in the life insurance industry. The LIDMA "Seal of Approval," developed by affiliated carriers, vendors, attorneys, and producers demonstrating compliance with articulated process requirements around e-Delivery, e-Signature and Voice Signature, has become a standard-bearer for a consistent approach to process improvement and positioned LIDMA as the leading life insurance organization in e-Process initiatives The not-for-profit organization is committed to helping members protect more families while boosting their revenues and reducing costs. For more information, visit www.lidma.org.

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