Ceylinco Life’s sales force takes to streets at sixth Life Insurance Week

Nearly 5,000 sales professionals from Ceylinco Life will literally ‘walk the talk’ this month, when the life insurance leader conducts its sixth annual Life Insurance Week (LIW) program. They will be deployed to visit homes across Sri Lanka from 11 to 17 February, in a concerted effort to create awareness of the value of life insurance among a wide cross section of the populace.

This year, the key target will be to reach people who do not have any form of protection via life insurance and to offer life cover of Rs. 1 million or more to as many as possible, the company said. “The Life Insurance Week initiative is integral to our vision to protect every Sri Lankan family with life insurance,” Ceylinco Life’s Managing Director and CEO R. Renganathan said. “Over the past five years, it has resulted in thousands of people getting covered, and is a great example of a ‘win-win’ for the company and the community.” In many instances, members of Ceylinco Life’s country-wide sales force will pre-identify potential policyholders and obtain appointments to visit them during the Life Insurance Week. This year, every new policyholder who obtains a life policy with a minimum monthly premium of Rs. 1,500 will receive a gift pack from Ceylinco Life.

Several branch level activities have also been planned during the week, which will be supported with a mass media advertising campaign to educate the public on the value of life insurance, the company said. According to statistics, 11.5% of Sri Lanka’s population and 29.2% of the labour force is presently protected with life insurance. Before the start of Ceylinco Life’s Life Insurance Week initiative in 2008, the penetration of life insurance was below 10% of the population. Independently rated one of Sri Lanka’s most valuable brands, Ceylinco Life has maintained its leadership of the country’s long term insurance sector from 2004 onwards. The company operates the largest branch network among local life insurance companies, and has won multiple international and local awards for its commitment to the community and success in brand equity building.  In December 2012, Ceylinco Life became the first life insurer in Sri Lanka to achieve Rs. 10 billion in premium income in less than a year.