Protective Life Launches New Advisory Variable Universal Life Product on FireLight

With its RIA distributors already using FireLight, Protective saw the value in expanding its FireLight experience to include life products.

(Image source: Protective Life homepage.)

Hexure (Colorado Springs, Colo.), a provider of sales and regulatory automation solutions for the life and annuity industry, has announced that Protective Life Insurance Company (Birmingham, Ala.), a subsidiary of Dai-ichi Life Holdings, Inc. (Tokyo), has selected FireLight to support digital sales and submission processes for its new advisory variable universal life (VUL) product, Protective Investors Benefit Advisory VUL.

Chad Nulty, VP, Business Development, Protective Insurance.

“FireLight has emerged as the platform of choice for OIDs—outsourced insurance desks—focused on the fee-based annuity market,” comments Chad Nulty, VP, Business Development of Protective’s RIA Insurance. “As we build a new market for advisory life insurance, it made perfect sense for Protective to collaborate with Hexure for our fee-based advisory VUL offering as well.”

With its RIA distributors already using FireLight, Protective saw the value in expanding its FireLight experience to include life products, a Hexure statement says. By using FireLight for both life and annuity products, the carrier is making it easy for their distributors to access and submit business using a workflow they are already familiar with, according to the vendor. Protective can leverage its existing FireLight integration, saving time and effort when distributing new products. Using a straightforward wizard e-ticket process, financial professionals can capture the necessary data and signatures, and submit drop tickets to Protective for an expedited, simple and in-good-order sales experience, according to Hexure.

Functionality and Flexibility to Scale with Product Innovations

Jaci Miller, Chief Sales Officer, Hexure.

“Protective has been a longstanding, valued client, and we are delighted to expand our business relationship, providing additional support for Protective’s digital and sales strategies as they introduce new and innovative products to the market,” comments Jaci Miller, Chief Sales Officer, Hexure. “FireLight offers clients like Protective the functionality and flexibility needed to scale alongside product innovations and meet the ever-growing need for sales and operational efficiencies, speed to market and the delivery of accelerated and enhanced digital sales experiences. We are thrilled to be a part of the solution that helps Protective get more insurance solutions in the hands of consumers faster and grow its sales.”

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Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

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