SOURCE: Claritas Inc.

February 09, 2006 08:00 ET

Claritas Forms Life Insurance Consortium With Worldwide Financial Services Association

Initiative With LIMRA International Is First of Its Kind to Provide Actual Sales Information at Small Geographic Areas

SAN DIEGO, CA -- (MARKET WIRE) -- February 9, 2006 -- Claritas Inc., the premier provider of intelligent marketing information and target marketing services, announced today the formation of the Small Area Market Share Consortium, a unique market intelligence source for the life insurance industry. Formed in conjunction with financial services association LIMRA International, the Consortium provides actual life insurance sales information for local areas, which, until now, has never been available.

"Except for the Consortium, there is no other actual sales information available for life insurance for local areas like ZIP Code™, Census Tract and Block Group, so this is truly a pioneering effort to meet an unfulfilled need," said Candace Curls, a Claritas Assistant Vice President and insurance industry expert.

Aside from providing a distinctive service, Curls said the Consortium was created to help companies more effectively:

--  Benchmark the performance of sales agents, as well as manage their
    sales efforts, including direct, brokerage, multi-line and/or career.
--  Prioritize distribution strategies, including market screening, local
    market presence, channel mix, incentive plans and recruiting.
--  Decipher competitive influences, such as where their competition is
    located and how they are performing with sales by policy type, premium and
    face value.
--  Pinpoint where to target direct marketing.
Jim Mitchel, Vice President of Market Research for LIMRA International, said the Consortium is comprised of insurance companies that submit current and prior year sales data to Claritas and LIMRA for analysis. Member companies include: AAA, Allstate, AXA, ING, Jefferson Pilot, MassMutual, Metlife, Nationwide, New York Life, Northwestern Mutual, Prudential and Thrivent, to name a few.

"Participating companies now have geodemographic sales information at smaller levels of geography than non-participating companies for use in network optimization, modeling and competitive intelligence," said Mitchel.

He said the analysis produces a dataset of the aggregated and anonymous sales data from the last two years by individual sales, face amount and new premium. The data is presented for:

--  Total of all Participating Companies
--  Total by Large Company Designation
--  Total by Medium Company Designation
--  Term Life
--  Whole Life
--  Universal Life
--  Variable Universal Life
Curls also pointed out that Claritas cleanses the data by performing consumer privacy edits to ensure no household level information can be revealed at the small geographies.

All told, she said nine geographically-based databases are published, including Block Group, Census Tract Group, ZIP Code, County, Core Based Statistical Area (CBSA) Combined Statistical Area (CSA), Designated Market Area (DMA), State and USA. Also provided are all SIC-coded life insurance agencies and financial advisors across the U.S.

About LIMRA International

LIMRA International is a worldwide research, consulting and performance improvement organization that helps more than 800 insurance and financial services companies in 60 countries increase their marketing and distribution effectiveness. Visit LIMRA International at or contact Howard S. Drescher, (860) 285-7875,

About Claritas Inc.

Since 1971, San Diego-based Claritas has been the pre-eminent source of accurate, up-to-date marketing information about people, households and businesses within any geographic area in the United States. Its target marketing services are aimed at reducing the cost of customer acquisition and growing customer value. Claritas offers industry-leading consumer segmentation systems, consulting services and software applications for site analysis, advertising sales and customer targeting. Claritas is a division of VNU, a world-leading information and media company that includes ACNielsen, Nielsen Media Research, Spectra Marketing Systems and Scarborough Research, among others. To learn more about Claritas and VNU products and services visit their web sites at and

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