Aplifi’s AFFIRM for Life Platform to Support LPL Financial’s 12,000 Advisors With Legal & General America’s Term Products

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Aplifi Rolls Out AFFIRM for Life to LPL Financial With Legal & General America

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Over the past several years we at LPL have seen a tremendous shift in business from those carriers who only support paper based applications to those who have an eApplication proces

Aplifi (formerly Blue Frog Solutions), a leading provider of Life & Annuity Order Management, Client Management and Marketing solutions for the insurance and financial sectors, announces that it has launched its AFFIRM for Life Platform within the LPL Financial network for term insurance products from the Legal & General America companies, Banner and William Penn, along with five other insurance carriers.

AFFIRM for Life offers organizations, like LPL Financial the ability to quickly and easily submit insurance applications electronically thereby reducing cycle times and increasing in good order rates. In turn, insurance carriers see dramatic decreases in costs and better placement ratios.

Legal & General America has consistently been seen as a technological leader supporting the field with innovative solutions and creative products that help drive new sales while decreasing costs to its partners. The organization supports an array of tools that extend from field underwriting to policy delivery.

“We could not be more thrilled to have both LPL utilize and Legal & General America support our AFFIRM for Life Platform”, said Dan Smith, President and Chief Executive Officer, Aplifi. “With new applications already starting to flow through AFFIRM for Life we know that this is just the beginning of many great things to come for all the parties involved.“

“Over the past several years we at LPL have seen a tremendous shift in business from those carriers who only support paper based applications to those who have an eApplication process. We have a top down strategy and overall organization commitment to support a common carrier platform for submission of applications electronically by the end of 2011,” said Todd Tharp, Senior Vice President - Head of Insurance Associates, LPL Financial. “We are excited to have Legal & General America join our efforts and have already started measures to actively promote their products more to our advisors.”

“We at Legal & General America have seen firsthand the benefits of submitting applications electronically as a significant portion of our overall business is transacted this way today. We are pleased that LPL Financial has chosen Aplifi’s AFFIRM for Life platform to continue these efforts,” said Eric Lester, Vice President of Administrative Services at Legal & General America. “We are confident that our competitive products along with Aplifi’s easy to use platform and LPL’s superior business model will deliver dramatic results.”

About Aplifi:
Aplifi (http://www.aplifi.com), based in Pompano Beach, Florida, is a leading technology provider that focuses on the life insurance and financial services markets. Aplifi offers solutions that facilitate more compliant and “in good order” insurance transactions, driving increased business. Aplifi’s products include AFFIRM for Annuities, AFFIRM for Life, InsureSocket, I-Relay and PolicyBox. We Simplify Selling Insurance!

About LPL:
LPL Financial, a wholly owned subsidiary of LPL Investment Holdings Inc. (NASDAQ: LPLA), is an independent broker-dealer. LPL Financial and its affiliates offer proprietary technology, comprehensive clearing and compliance services, practice management programs and training, and independent research to over 12,600 financial advisors and approximately 750 financial institutions. Additionally, LPL Financial supports over 4,000 financial advisors who are licensed with insurance companies with customized clearing, advisory platforms and technology solutions. LPL Financial and its affiliates have approximately 2,700 employees with offices in Boston, Charlotte, and San Diego. For more information, please visit http://www.lpl.com.

About Legal & General America:

A subsidiary of Legal & General Group Plc, an international organization headquartered in London, Legal & General America is in the business of providing financial protection through life insurance for American families from coast to coast. Its term and universal life products are distributed through independent brokerage agencies. With a history more than 60 years strong, it is recognized for keeping life insurance affordable and providing friendly, efficient service. Your Company For Life™, Legal & General America is financially strong and committed to earning and keeping the trust of customers through fiscally responsible business practices. For more information, visit http://www.LGAmerica.com.

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Roy Goodart
Aplifi
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