Critical illness insurance gets another voice.

I've been hearing it over and over in recent months. Critical Illness insurance is a growing product category that deserves more attention from producers.

Now it's getting some.

A new association to promote the market for Critical Illness insurance was formed in late April with an immediate goal of "getting producers up to speed" with all the information needed to effectively market and sell CI. The American Association for Critical Illness Insurance (AACII) comes to us from the same person responsible for the American Association for Long-Term Care Insurance, as Jesse Slome is the executive director of the new organization, just as he is for AALTCI. I spoke to Slome recently about why he took on this new challenge. He said he sees CI as somewhat of a "hidden jewel," and more needs to be done to shine some light on a deserving but severely underutilized product.

In 1983, Dr. Marius Barnard--who assisted in the world's first human-to-human heart transplant in 1967--developed the first critical illness insurance policy in South Africa. He introduced the product in countries around the world--very successfully in many, and in recent years it is starting to gain traction in the U.S.

The new producer-focused AACII will work closely with the National Association for Critical Illness Insurance (NACII), which promotes industry policy, industry education and industry position. "We look forward to supporting the efforts of the new organization, recognizing the enormous contribution to long-term care insurance marketplace Slome's organization has provided," says Ken Smith, NACII president and director of health insurance for Assurity Life Insurance Company.

"Critical illnesses touch the lives of millions of Americans and their families. The need is real just as it is for long-term care," Slome says. "However, too few individuals are aware of the options available and certainly critical illness insurance is one that's not only viable, it can be highly affordable. The American Association for Critical Illness Insurance will work to heighten awareness, build market penetration and support those endeavoring to sell this product."

Slome notes that while educating producers will be a primary goal, educating consumers about the product will be equally important. After all, what's the point in getting producers all excited to sell CI if the public doesn't know what it is? Slome has faced the same challenge to a large extent with long-term care insurance.

"I see enormous opportunities to build upon the established market for critical illness insurance and many parallels between CI and long-term care insurance," Slome says. "Our goals are very straightforward. Initial efforts will be providing insurance and financial professionals with the knowledge base needed to successfully market and sell this form of protection. We will assemble an advisory board consisting of the nation's leading CI experts as well as most successful distributors and producers willing to share their expertise and experience. All of this will be made available via a comprehensive online learning and marketing center exclusively focused on success in CI."

The organization will be member-based with a nominal annual fee. For the first year, membership and access to all member benefits will be free. Sign up by visiting www.aacii.org.

Brian Anderson is Editor of Life Insurance Selling.