Family of four sitting on porch together

Putting Our Customers First

Keeping our customers at the center of all we do has and continues to be deeply embedded in our culture. To earn our customers’ trust and remain deserving of it, we put in place several measures to ensure we are doing business the right way, even when it’s difficult. Each and every day we put the heart of the customer at the heart of our business, which means we lead with the interest of our customers – be they policyholders, clients, distributors or independent producers.

Our Customer Promise

We know that customers have many choices when selecting a financial partner. When they choose us, we don’t take it for granted and consider it a privilege to serve them. Our promise to them is threefold. Our customers can count on us to make it easy to do business, provide proactive value outside of exceptional products and financial solutions, and go above and beyond to create magical moments – making them feel special and valued and exceeding their expectations.

Clients, Policyholders & Account Owners

6.4 Million

Individuals & Families Protected

5 Million

Affiliated & Independent Agents

91,000

Mother and child swimming in pool

Heart of the Customer®

Deepening our understanding of our customers is central to our ability to develop lifelong, meaningful connections and experiences. Our award-winning Heart of the Customer measurement program focuses on actively and regularly listening to the authentic voices of our customers, understanding their evolving needs, and applying our methodology to continuously improve the support we offer and better serve their financial needs.

 Make it easy

 Add proactive value

 Create magical moments

Associate sitting at her desk at the NKU Call Center

Enterprise Engagement Center

Our state-of-the-art Enterprise Engagement Center works to acquire, service and retain customer and producer relationships. We continue to evolve the vision behind the engagement center by investing in high-quality, easy-to-use solutions that help customers reach their financial goals.

One of the ways we optimized our customer experience was through the opening of the Northern Kentucky University (NKU) Call Center. In 2023, the NKU Call Center more than doubled in capacity. Students answered over 28,000 service calls and they were also able to process almost 20,000 transactions, took 7,100 personal history statements from life insurance applicants and support enterprise licensing, the suitability desk and agency recruiting.

Group of associates sitting at table together

Our Governance

Trust is a central tenet of our relationship with our policyholders and clients – they must be able to depend on us to do the right thing. Our commitment to honesty and compliance with the law, as well as sincere dedication to treating people with dignity and respect, is the responsibility of every single individual who is part of our organization.

Each associate must adhere to our Code of Conduct and Business Ethics Policy, which serves as a guide to remind us what it means to do the right thing.

Person holding cellphone with security app open

Privacy & Information Security

In our tech-driven world, cybersecurity is essential. To help us achieve and maintain the highest level of security, we have developed a comprehensive cybersecurity program that maximizes the latest technology and emphasizes associate education. Our cybersecurity program includes a set of policies, processes and controls based upon the National Institute of Standards and Technology (NIST) Cybersecurity Framework and ongoing risk assessments.

Safeguarding information is at the core of our operational strategy and commitment to the customers we serve. Maintaining a secure environment is a collective effort, and our associates take this responsibility very seriously.

Cover page of 2023 Corporate Responsibility Report PDF

Want the Full Report?

Our Corporate Responsibility Report highlights our efforts to create value for you and the communities we serve. Accomplishing our mission relies on key practices and policies designed to leave a positive impact on you, our communities and the world.