Marketing a New, Complex Financial Option for Terminally Ill

When Viaticus, Inc. made its debut in 1994 as a subsidiary of CNA Insurance, the initial reaction to its unique financial options for people facing life-threatening illnesses was repulsion and reprehension. The concept of viatical settlements - which allow individuals facing a life-threatening illness to sell their life insurance policies to a third party for cash while they are still alive - was foreign to the audiences that could most benefit from them (medical case managers, home healthcare workers and those suffering from long-term illnesses).