Human Resources: Retirement advisors like Securian best according to survey

St. Paul, MN, January 19, 2010—Securian Retirement beat the average score
in 48 of 51 categories in a satisfaction survey of financial advisors who
market retirement plans.

The 2009 DCP Retirement Advisor Satisfaction and Loyalty Study was
conducted by Boston Research Group.

The advisors ranked their satisfaction with 20 retirement plan providers
regarding investments, wholesalers, cost and compensation, product
features, sales and marketing support, service, and image.

“Advisor satisfaction and loyalty is a key to success in the retirement
plan business,” said Vince Giordano, VP, sales, Securian Retirement.
“Ninety four percent of our clients say they would recommend us because we
bend over backwards to give them what they need. And we work just as hard
to support the advisors who represent us. This survey proves advisors are
very happy with the job we’re doing for them.”

In dozens of categories, Securian outscored the survey norm in terms of the
number of “excellent” ratings given by advisors. The areas of greatest
satisfaction had to do with Securian’s wholesalers. Eighty-seven percent of
the advisors rated Securian wholesalers excellent in terms of their
availability, which is 35 points higher than the norm of 52 percent.
Eighty-four percent ranked Securian’s wholesalers excellent for their
expertise, beating the norm by 28 points. Other categories where Securian
beat the norm by a wide margin include:

Percent of funds from providers’ proprietary investments Securian – 66%, Norm – 33%
Participant statements Securian – 68%, Norm – 41%
Making fees transparent and easy to explain to employer Securian – 74%, Norm – 39%
Cost of employee education programs Securian – 69%, Norm – 38%

In terms of overall satisfaction, 74 percent of advisors rated Securian
excellent—20 points higher than the next highest company’s ranking, and 31
points higher than the norm of 43%.

For the study, retirement advisors in the 401(k) Exchange database were
asked to provide satisfaction and loyalty ratings for their top three
retirement plan providers. The survey was conducted in 2009 with 31
advisors providing input regarding Securian Retirement.

Since 1880, Securian Financial Group and its affiliates have provided
financial security for individuals and businesses in the form of insurance,
investments and retirement plans. Now one of the nation’s largest financial
services providers, it is the holding company parent of a group of
companies that include Minnesota Life Insurance Company.

Boston Research Group (BRG) is a strategic market research and consulting
firm that specializes in the financial services industry. BRG conducts
projects that deal with both strategic and tactical marketing issues,
including loyalty and satisfaction, market segmentation, brand assessment,
product development, sales processes, and channel migration and
distribution strategies.

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