Farmers' target markets
Farmers Life, located in Mercer Island, Washington, and part of Farmers and the Global Life operation, surpassed company records in 2007 by issuing more than 223,000 policies. This highly significant accomplishment is a 14 percent increase over 2006, a year when Farmers ranked in the top 12 of 1,100 US companies for issued policies.
On the personal insurance front in the US, Farmers is making progress in marketing to the fast-growing Hispanic-American and Asian-American markets. Advertisements in different languages and the addition of 277 multilingual agents, have helped to raise sales in these growing market segments.
In 2007, Farmers acquired Bristol West, providing its tied agency force new product offerings in the non-standard auto market, generally defined as targeting motorists with below-average driving records, unusual vehicles, or requiring short-term or limited cover policies. Through Bristol West's network of sales representatives, we can also expand on the east coast.
Farmers is already a market leader in its core states, with a market share of nearly five percent and plans to be a leading player nationally.
