Reader's Digest Will Pitch GE Financial Products

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The Reader's Digest Association will market consumer insurance products from GE Financial's Partnership Marketing Group to its Reader's Digest customers in the United States, Reader's Digest said yesterday.


Reader's Digest Financial Services will exclusively endorse GE Financial products including simplified issue term life insurance, juvenile life insurance, modified whole life and accidental death and dismemberment. Reader's Digest and GE Financial said they will develop communication vehicles and targeted promotions including a co-branded Web site.


The companies said that Union Fidelity Life Insurance, a GE Financial company, will underwrite the products.


Reader's Digest said the alliance, part of its expansion into financial services and other affinities, represents a growth strategy designed to leverage its brand, direct marketing expertise and consumer database. Reader's Digest said it has various financial services ventures in the United States and worldwide. U.S. ventures include alliances with Liberty Mutual, PacifiCare Health Systems, Physicians Mutual, The Vanguard Group and a Reader's Digest MasterCard alliance with First USA.


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