Carving out a piece of the life insurance market in the brokerage space is a daunting task. New entrants are at a distinct disadvantage. They usually lack established relationships, a full-fledged product portfolio, underwriting savvy and the high-touch service that big brokers are used to getting from their competitors. Getting to scale is an expensive proposition with an uncertain payoff due to ultra-competitive underwriting and product pricing. And even if all of the above can be accomplished, there’s still no guarantee that brokers will position the carrier’s story with their producers. The only way to make sure that happens is to create an irresistible enticement – cheap Guaranteed UL.