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Betty's Corner

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Life Settlement Industry Climbs Back from Financial Doldrums in 2010; The Lifeline Program® Completes Busy Year, Rides Betty White Wave


ATLANTA: Executives from The Lifeline Program® this week reflected on the past 12 months and how 2010 shaped up as a solid year for the life insurance settlement industry and an excellent year for the company.

Though 2009 was one of the worst ever for the life settlement business, the industry saw a significant rebound in 2010 and what Lifeline Program President and CEO Wm. Scott Page termed in an article in National Underwriter as a "crisis of confidence" among agents, brokers and funding sources has largely abated. Many well-recognized institutional players have entered the marketplace, and today, Page predicts continued industry growth for the coming year.

At mid-year, the Lifeline Program announced that it had started a new funding initiative that gave the company added purchasing power and capacity to aggregate life settlement portfolios. The company's new deployment of capital has already yielded significant results, as the Lifeline Program quickly and efficiently built new portfolios of policies which soon should be available to hedge funds, pension funds and other purchasers of long-term, asset-backed investments.

Aggressive marketing, one of the hallmarks of the company since its inception, was again on display in 2010. Most famously, the company renewed its promotional agreement with entertainment giant Betty White. Company executives were fortunate to attend her Emmy Award winning hosting performance on Saturday Night Live, and Betty came to Atlanta to help celebrate her five years with the company. The year closed with Betty gracing the cover of Life Insurance Selling Magazine, featuring a first-person interview titled "Why Betty Backs Life Settlements." Though not as high profile as being named "Entertainer of the Year" by the Associated Press, her industry cover story created tremendous buzz among life settlement insiders.

The Lifeline Program also launched a partnership program for insurance agencies and broker dealers. The proprietary marketing and sales program is designed for organizations seeking additional products, services and expertise to improve and sustain performance in the increasingly competitive financial services marketplace. The P3 Program (Production - Performance - Profit) is a new offering in the life settlement industry, specifically designed to enable agencies and agents to build a new market with life settlements. As traditional insurance agency models struggle, life settlements offer a business line that taps directly into the boomer market and new ways for seniors to fund retirement.

For 2011, company executives have a number of predictions. They believe that new insurance industry regulations, which will require life insurance companies to notify policyholders about options such as life settlements, will begin to take hold. They also see growth in so-called "term-to-perm" transactions, where term insurance policies are converted to permanent policies and then sold to life settlement providers. The year 2011 is already being called the year of the Golden Boomers as more and more seniors begin to retire and seek alternative ways to fund their boomer lifestyle.

The Lifeline Program is a life settlement provider based in Atlanta, Ga., and is a division of Wm. Page and Associates, Inc. Founded in 1989, the company assists seniors with retirement planning options and actively partners with insurance agencies and broker dealers to establish life settlement business lines. For more information on life settlements, contact Stephen Terrell of The Lifeline Program at 770-724-7300 or visit www.thelifeline.com.

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