Date Approved


Embargo Period


Document Type


Degree Name

M.A. in Public Relations


Public Relations & Advertising


Ric Edelman College of Communication & Creative Arts


Bagin, Donald


Life insurance agents


Public Relations and Advertising


This study's purpose was to assess the effects of legislation known as The Financial Services Modernization Act on life insurance industry communicators. The November, 1999 legislation effectively broke down the barriers separating the major financial services industries in the U.S. - life insurance, banking, and securities.

An email survey of a random sample of the Life Communicators Association (LCA) U.S. membership was conducted. The LCA is a professional organization of marketing communications, advertising, and public relations professionals working for life insurance and other financial services firms. 242 surveys were emailed.

The results indicated that most of the LCA members were aware of the legislation, but felt that it had more of an impact on how their companies did business rather than on their own jobs. A majority of the respondents indicated they were already working for combined financial services "supermarkets." About half of the respondents would prefer to see life insurance regulated by the federal government rather than by individual states. Several respondents commented on the effect of the legislation with regard to consolidation and job losses within the financial services industry.