Nearly 5,000 sales professionals from Ceylinco Life will literally â€˜Walk the Talkâ€™ this month, when the life insurance leader conducts its 6th annual Life Insurance Week (LIW) programme.
They will be deployed to visit homes across Sri Lanka from 11th to 17th February, in a concerted effort to create awareness of the value of life insurance among a wide cross section of the populace.
This year, the key target will be to reach people who do not have any form of protection via life insurance and to offer life cover of Rs 1 million or more to as many as possible, the company said.
â€œThe Life Insurance Week initiative is integral to our vision to protect every Sri Lankan family with life insurance,â€ Ceylinco Lifeâ€™s Managing Director and CEO R. Renganathan said. â€œOver the past five years, it has resulted in thousands of people getting covered, and is a great example of a â€˜win-winâ€™ for the company and the community.â€
In many instances, members of Ceylinco Lifeâ€™s country-wide sales force will pre-identify potential policyholders and obtain appointments to visit them during the Life Insurance Week. This year, every new policyholder who obtains a life policy with a minimum monthly premium of Rs 1,500 will receive a gift pack from Ceylinco Life.
Several branch level activities have also been planned during the week, which will be supported with a mass media advertising campaign to educate the public on the value of life insurance, the company said.
According to statistics, 11.5 per cent of Sri Lankaâ€™s population and 29.2 per cent of the labour force is presently protected with life insurance. Before the start of Ceylinco Lifeâ€™s Life Insurance Week initiative in 2008, the penetration of life insurance was below 10 per cent of the population.
Independently rated one of Sri Lankaâ€™s most valuable brands, Ceylinco Life has maintained its leadership of the countryâ€™s long term insurance sector from 2004 onwards. The company operates the largest branch network among local life insurance companies, and has won multiple international and local awards for its commitment to the community and success in brand equity building.
In December 2012, Ceylinco Life became the first life insurer in Sri Lanka to achieve Rs 10 billion in premium income in less than a year.