Sales

AFES Division

AMERICAN FIDELITY EDUCATIONAL SERVICES

American Fidelity Educational Services (AFES) provides supplemental insurance and added value to our Customers. We focus on taking work off our employer Customers’ plates and making their lives easier. AFES strives to be fair and transparent while following through on promises and welcoming feedback and opportunities to improve. 

AWD Division

ASSOCIATION AND WORKSITE DIVISION

The Association and Worksite Division (AWD) provides our Customers with valuable market and benefits expertise in alignment with our growth goals, expense targets and overall profitability. These services support our niche market Customers with expense management, supplemental benefits, employee engagement and customized enrollment strategies. AWD is focused on creating tailored solutions that meet the needs of our Customers.

Strategic Alliances

STRATEGIC ALLIANCES

Strategic Alliances’ primary solution is medical stop loss. Employers and health plans use stop loss coverage as a risk management tool to mitigate catastrophic risk. We also maintain distribution and operating relationships with a variety of insurance marketing and administrative partners.

KEITH JOHNSON
OFFICE OF THE CHAIR, CHIEF REVENUE OFFICER

2021 Accomplishments

AMERICAN FIDELITY EDUCATIONAL SERVICES

  • AFES continued to have another successful year in 2021, recording yet again record growth in many states and low Sales Colleague turnover. We continue to innovate and find solutions that solve our Customers’ pain points.

KEY FACTORS FOR GROWTH

  • AFES gained efficiencies through co-browsing to simplify the virtual enrollment process for Customers.
  • We solidified our value proposition with school employers on educating their employees on all benefits and showed that our business distribution model works in a pandemic and relationships are key to our success.
  • We enhanced our campaigns to include larger employers, which was instrumental in landing larger groups.
  • We saw continued success with the implementation of Objectives and Key Results (OKRs).

ASSOCIATION AND WORKSITE DIVISION

SALES SUCCESS
In 2021, AWD increased average production per sales account manager by focusing on improving overall sales knowledge and sales skills. The expansion of markets brings more opportunity, group size and persistency to our business and sustained long-term growth. AWD continues to build the best business practices to prepare for our large group growth in 2022 and the following years.

In addition, AWD created an effective experience around benefits education for our existing Customers and we greatly improved our reservice sales percentage.

KEY GROWTH FACTORS
‍The Association and Worksite Division saw an increase in total new group premium over our previous three-year average. We continue to deliver our brand promise to our niche market Customers and have increased our target size for new groups. AWD has a much stronger presence in the key growth states of California and Texas. Our account managers met and surpassed their 2021 goals with over half of them exceeding sales goals.

Most importantly, AWD has a culture of strength, Customer focus, positive attitude, communication and a commitment to win.

2022 Goals

AMERICAN FIDELITY EDUCATIONAL SERVICES

    BUSINESS PLANNING
    • AFES will focus on increasing our market share across the country in our voluntary markets.
    • We will continue focusing on building relationships at every level in our market.
    • AFES will also continue to secure new partnerships that will help to increase market share.
    EMPLOYER FOCUSED
    • In 2021, American Fidelity implemented a new structure that resulted in the realignment of our employer services group working more closely with our Sales Colleagues to better serve the Customer of today and the future.
    • AFES will continue to listen and respond to our market based on the needs of the employer by offering new products and services.
    • We will continue to keep employer pain points at the forefront of everything we provide.
    ENROLLMENT ENHANCEMENTS/
    COMMUNICATIONS
    • We will work to always improve our enrollments based on our Customers’ needs.
    • AFES will continue to provide an effective, tailored marketing plan to every employer we serve.
    LEADERSHIP DEVELOPMENT
    • Understanding that we can only increase market share as fast as we can develop new leaders and grow our team, we will continue to focus on growing our Sales leaders.

    ASSOCIATION AND WORKSITE DIVISION

    • AWD will continue to build a strong core foundation to establish consistency and a predictive future.
    • All Colleagues will be involved in our continued focus on new account development and using Objectives and Key Results (OKRs) with quarterly accountability.

    RON BYRNE
    SENIOR VICE PRESIDENT, STRATEGIC ALLIANCES

    Strategic Alliances a Year in Review

    2021 Accomplishments

    • Our earned premium increased 13.9% over 2020, due mainly to the sale of a large group of hospitals. The loss ratio on 2020 issues performed very well.
    • 2021 marked the fourth full year of our AF Direct stop loss sales and operation model. Our Managing General Underwriter (MGU) production increased slightly in 2021, as we maintained stop loss distribution relationships with a number of quality MGUs. Total earned premium for all products were over budget with an increase of 17% versus a target increase of 2.7%.
    • Strategic Alliances was very successful in our goal of improving profitability. The higher rate increases and tighter underwriting standards on both new and existing stop loss business allowed us to significantly exceed our Return on Equity (ROE) target for 2021.

    Strategic Alliances Future Goals

    2022 GOALS

    • Strategic Alliances’ earned premium target is a decrease of 2.1%. We continue to focus on profitability which may require us to implement rate increases and tighter underwriting standards.
    • This year will remain a dynamic legislative and regulatory period. We will continue to respond effectively to evolving client needs. We look forward to our ability to leverage the unique qualities of AF in creating prompt solutions for our partners and clients.
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    ESB-9465-0522
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