The insurance industry has engaged in a “Race to the Bottom”! Many companies appear committed to commoditizing insurance products by heavily advertising savings money over every other company without consideration and understanding of a client’s needs. Worse yet, they don’t often even ask what the client’s needs are. As a consequence, there is little or no perceived value to the client for the products offered. Customers have begun the move towards buying no insurance. After all, the cheapest insurance is no insurance! In this environment, perhaps the question that needs to be asked is, “Who is being served with this business model?” Discounting has replaced value – which has gone to zero! In order to actually help our clients and protect them asks the risks inherent in life, we must be customer-centric in everything we do.