Western & Southern Financial Group : Company Information : Vision & Mission

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Western & Southern Financial Group^®'s vision is to continue our evolution into a financial services powerhouse which capitalizes on our position of incredible financial strength in order to be a well-recognized, world-class (and best in class) financial services organization. We will provide superior value to all stakeholders and be a high performance enterprise which is a true leader in every sense of the word. This vision is driven by and dependent on four interrelated driving forces: • our customers • our associates • our financial results • our business development

Mission: To help consumers meet their major financial needs by providing responsive, competitive life, health, retirement savings and investment products and services.

Mission: To develop profitable, long-term relationships with our customers, producers and other stakeholders.

Strategic Objectives:

•	Meet multiple customer needs by providing a comprehensive line of financial products and services.
•	Provide superior customer service at optimal cost levels.
•	Employ advanced technology for competitive advantage.
•	Capitalize on scale by utilizing cost-effective service and processing alternatives to generate revenue and/or reduce expense.
•	Create a results-driven corporate culture in which each individual adds value.
•	Execute with urgency and proficiency those tactics necessary to achieve the operational goals.

Mission: To be a top-quartile performer in everything we do.

Strategic Objectives:

•	Maintain the highest ratings possible from ratings agencies.
•	Grow total assets under our care to $50 billion by year end 2006.
•	Achieve after-dividend and tax profits greater than or equal to 1.2 percent of average corporate assets by 2008.
•	Grow revenue by diversifying sources of and increasing fee income.
•	Create alternate sources of capital (e.g., mutual holding company).
•	Further develop and leverage asset management expertise.
•	Acquire businesses that are accretive to growth and earnings.
•	Execute with urgency and proficiency those tactics necessary to achieve financial goals.

Mission: To create profitable relationships with customers by providing needs-based products and services while observing the highest standards of ethics and business conduct.

Strategic Objectives:

•	Develop additional distribution systems and additional sources of customers and income.
•	Achieve market-share leadership in markets served and in target markets.
•	Capitalize on cross-selling opportunities within and across Western & Southern Financial Group entities.
•	Add value by increasing wallet share with each customer.
•	Develop a much stronger sales culture.
•	Recruit and retain high-quality personnel.
•	Meet and exceed the expectations of customers.
•	Be our customers' first choice for services.
•	Be a feared competitor.
•	Execute with urgency and proficiency those tactics necessary to achieve business development goals.