INTRODUCTION

Hundreds of companies offer life assurance to the public and at first glance there would seem to be a bewildering choice of policies all with different names and benefits. Despite this, stripped of their corporate branding, it becomes clear that the plans are variations on a theme. With virtually all of these policies based on just four core contracts, Term, Whole of Life, Endowment, and Annuity.

Some commentators have called for "kite marketing" to determine the suitability of the plan, but the true test of suitability is the purpose for which the plan is recommended.

To illustrate the suitability of these plans the following eight categories of applicants are considered:-