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NEWS FROM VANTIS LIFE INSURANCE COMPANY

For Immediate Release
Media Contact: Gary Griffin
860.676.2300 Ext. 131
gary@adamsknight.com

Vantis Life Launches Brand Promise: 'A Better Life Experience'

Core Principles to Successfully Sell Life Insurance Through Financial Institutions

WINDSOR, Conn., – March 2, 2010 – Focused on aggressive growth and continued national expansion, Vantis Life today introduced its brand promise – "A Better Life Experience."

Vantis Life's brand promise is based on four core principles the company has stood by since its inception. The company is focused on the financial institutions channel, provides easier products and processes, and is more accessible and flexible than its life insurance competitors.

"Our brand promise is clear: We provide financial institutions with what they need to successfully provide life insurance products to their customers," said Peter Tedone, president and CEO of Vantis Life. "With our unmatched experience in the banking channel, we are unique in our ability to confidently deliver on this brand promise."

The core principles of "A Better Life Experience" are backed by 70 years of experience providing life insurance to financial institutions. The company's deep understanding of the unique characteristics of the bank insurance environment benefits customers with easy, proven and profitable solutions for offering life insurance.

"Financial institutions recognize that offering life insurance can produce more fee income and enhance customer relationships, but some feel it would be difficult to implement and sustain a successful life insurance program," said Tedone. "Our approach makes it easier for financial institutions to offer and deliver 'A Better Life Experience' to their customers."

One way Vantis Life makes it easier is through Vantis University, an online, WebEx and in-person training resource for licensed life insurance and annuity agents. And when it comes to actually placing the business, the company's Agent Web system makes it fast and easy to sell life insurance.

"Our customized systems are designed to meet the needs of financial institutions," said Craig Simms, Vantis Life's senior vice president of marketing. "We understand the challenges financial institutions face, and we focus on delivering a better life insurance experience for banks and credit unions looking to enhance their products and services for customers."

The launch of the brand promise reflects Vantis Life's ambitious national growth plans. The insurance company's recurring premiums increased by 17 percent in 2009, and plans are to increase new distribution relationships by 40 percent over the next two years, according to Simms.

"Our niche strategy of focusing on the underserved consumer and distribution through mid-tier banks is fueling our growth," said Simms. "Our brand promise firmly positions us to realize our future growth plans. It communicates to our customers and the industry what we deliver that is unique and different than our competitors."

To unveil and support its brand promise, Vantis Life is launching extensive national print advertising, direct mail and email campaigns.

About Vantis Life Insurance Company
Vantis Life Insurance Company was established in 1942. From its inception, the company’s primary goal has been to provide families with affordable life insurance and annuity products available through their financial institutions. Vantis Life has more than $4.7 billion of life insurance in force and a rating of A- Excellent from A.M. Best. Sales and marketing information is available at 1-866-826-8471 or www.vantislife.com/able.