Insurers are beefing up efforts to sell long term care insurance and other products to baby boomers.
Genworth Financial Inc., Richmond, Va., has started a new, "Ride the Wave" program to market LTC insurance, life insurance and annuities through LifeMark Partners Inc., Baltimore, a marketing group that represents 46 brokerage general agents and 50,000 insurance brokers.
John Hancock Long Term Care Insurance, Boston, a unit of Manulife Financial Corp., Toronto, has developed new brochures, mailers and advertisements to promote its FamilyCare LTC policy option.
Consumers can use the option to create a single pool of money that will protect 2, 3 or 4 family members against the risk of needing long term care, according to Hancock.
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