Cancer-care insurance: a viable product for banks to sell?

Cancer-care insurance. Disability insurance. Simplified term life insurance. These are some of the financial products being test-marketed this year by Progeny Marketing Innovations of Nashville, Tenn. The company creates turnkey marketing strategies for its clients, including banks and credit unions.

These products give an idea of what some consider viable items to sell through financial services companies.

Test products were selected based on the fact that many employers are reducing employer-based benefits in an era of higher health care costs, the company notes. This year; Progeny says it is also broadening the scope of its business by targeting consumer-based services, such as mortgage protection and pet health insurance. The company says it expects this year to deliver between six and eight million marketing pieces through direct mail to customers of its financial services clients.