Woman's Life Uniquely Meeting the Needs of Women
Best's Review
January 1999

Focused on Women
Women’s Life Insurance Society knows the benefits of the women’s market. The fraternal benefit society headquartered in Port Huron, Mich., has been selling insurance and retirement products to women for 107n years. "What makes Woman’s Life unique is we’ve been around for years doing this same thing. Our whole organization’s focus is the female market, not just a segment of it," said Faith Cuda, national sales director.

Woman’s Life was founded 107 years ago after Bina M. West, a teacher, witnessed the fate of two students who were sent to foster homes after their mother died. West borrowed $500 to found the first fraternal benefit society established for and managed by women. Today, with some 70,000 members and $17.8 million in revenues in 1997, Woman’s Life has created a new marketing strategy for women called Intuitions.

The new marketing program divides the market according to the unique events in women’s lives instead of a prospect’s age and income. The four life-stage categories for women in the Intuitions plan are:

• Young women
  
• Women with young families
  
• Single mothers
  
• Mature women

Woman’s Life’s marketing strategy centers around educating women through workshops and seminars. The Society also plans to market its life insurance and annuities through alliances with women’s organizations. "The focus is on teaching and enabling and empowering women to become independent both personally and financially," said Cuda. She sees the women’s market as a very lucrative one for the industry. "There’s not a company out there who isn’t thinking, ‘How can I tap into this market?’"