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Pre-Paid Legal Services

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9-100-037 REV: JULY 2, 2003 PAUL HEALY Pre-Paid Legal Services, Inc. Pre-Paid Legal plans are designed to help middle-income Americans have affordable access to quality legal assistance. — Pre-Paid Legal Services Corporate Vision Harland C. Stonecipher founded the Pre-Paid Legal Services, Inc. (PPLS) in 1972 after an expensive encounter with lawyers stemming from an automobile accident. PPLS sold legal expense insurance that provided for partial payment of legal fees in connection with the defense of certain civil and criminal actions. The company went public in 1979 and grew rapidly throughout the 1980s as an increasing number of Americans subscribed to legal service insurance (see Exhibit 1). In 1998 the company had membership …show more content…

Premiums were typically paid on a monthly basis either by automatic charges to the member’s credit card or through employee payroll deductions. The premiums were generally guaranteed renewable and noncancelable except for fraud, nonpayment of premiums, or upon written request by a member. The annual membership persistency rate in 1998 was high; approximately 75% of members at the beginning of the year and new members during the year continued to be enrolled in the program at the end of the year. At March 31 1999, PPLS had 648,475 active members, and membership had been increasing at about 40% per year. PPLS marketed its memberships through a multi-level program that encouraged buyers to become salespeople. Members that sought to become sales associates paid the company a fee, typically $65, to cover the cost of training materials, training meetings, and home office support services. Registered sales associates sold the company’s services to their friends and business associates. The most successful even recruited and developed their own sales force. In 1998 PPLS generated 76% of its annual sales from the roughly 150,000 members registered as sales associates. The remaining 24% of sales were generated through arrangements with insurance and service companies with established sales forces, such as CNA and Primerica Financial Services. Sales associates were compensated on a commission basis (see Exhibit 3). Prior to 1995, associates that signed-up a new

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