Industry News

Survey Finds Homesteaders is the Most Often Used Preneed Insurance Funding Company

DES MOINES, IOWA - A recently completed, Homesteaders-commissioned biannual brand study shows Homesteaders Life Company is the most often used preneed insurance funding company among nationally recognized competitors.

This is consistent with a 2011 market research study commissioned by Homesteaders, which reaches out to preneed decision makers at independent funeral homes. The number of respondents naming Homesteaders their primary preneed insurance company increased 8 percent between the 2011 study and the 2013 study.

“We are pleased that this survey confirms Homesteaders’ strong reputation as a leader among preneed insurance funding companies and a trusted choice for many funeral home customers nationwide,” said Homesteaders’ chairman and president Graham Cook.

The percentage of respondents who named Homesteaders their most-used preneed insurance provider was 10 percent higher than the next nationally recognized competitor. Only the “Other” category, which is made up of numerous smaller providers, ranked higher than Homesteaders.

“This study’s findings are encouraging for the industry because they show the breadth of options available to funeral homes,” said Homesteaders’ vice president of marketing, Dean Lambert. “It also shows that pre-need insurance is recognized as an important way to make the most difficult day of someone’s life a little easier.”

The study also measures attributes used to describe Homesteaders and other preneed funding companies. Homesteaders’ three highest-rated attributes among respondents were “trustworthy,” “successful” and “reliable.”

Chief operating officer Steve Lang says these traits reflect the company’s commitment to providing safe, secure funding for policy owners and funeral home customers. “Homesteaders exists to pay claims, and this study shows confidence in our commitment to our customers’ long-term security,” he said.

Information from this study was collected through 300 telephone interviews with decision makers at randomly selected independent funeral homes of various sizes. Survey participants were not informed the study was commissioned by Homesteaders.


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