--- title: "A Question of Ethics: Into the Second Quarter" description: In this edition of A Question of Ethics, ethics expert Frank Bearden discusses reaching underserved markets and NAIFA's Annual Congressional Conference. image: https://at.naifa.org/hubfs/social-suggested-images/at.naifa.orghubfsFRANK%20C.%20BEARDEN-1000x620px.jpg --- [![ApexNLC_banner2-1](https://at.naifa.org/hs-fs/hubfs/ApexNLC_banner2-1.jpg?width=728&height=73&name=ApexNLC_banner2-1.jpg)](https://apex.naifa.org/) [![Advisor Today Logo - White@960](https://at.naifa.org/hs-fs/hubfs/Advisor%20Today%20Logo%20-%20White@960.png?width=960&height=146&name=Advisor%20Today%20Logo%20-%20White@960.png) ![Advisor Today Logo - White@960](https://at.naifa.org/hs-fs/hubfs/Advisor%20Today%20Logo%20-%20White@960.png?width=960&height=146&name=Advisor%20Today%20Logo%20-%20White@960.png) ](https://at.naifa.org/) [![Join NAIFA](https://no-cache.hubspot.com/cta/default/2635471/19793afe-5adf-4f28-b999-9dd4527de76b.png)](https://cta-redirect.hubspot.com/cta/redirect/2635471/19793afe-5adf-4f28-b999-9dd4527de76b) [**](https://at.naifa.org/a-question-of-ethics-into-the-second-quarter#tmpmodule_1614584860767204) ** ![Lifesaver Beach-1](https://at.naifa.org/hs-fs/hubfs/Lifesaver%20Beach-1.jpeg?width=1400&height=799&name=Lifesaver%20Beach-1.jpeg) #### **NAIFA Members Provide Financial Security** ###### 4 min read ## [A Question of Ethics: Into the Second Quarter](https://at.naifa.org/a-question-of-ethics-into-the-second-quarter) By [Frank C. Bearden, Ph.D., CLU, ChFC](https://at.naifa.org/author/frank-c-bearden-ph-d-clu-chfc) on 4/13/23 10:00 AM ###### Topics: [Diverse Markets](https://at.naifa.org/topic/diverse-markets) [Advocacy](https://at.naifa.org/topic/advocacy) [Diversity](https://at.naifa.org/topic/diversity) [Ethics](https://at.naifa.org/topic/ethics) ![](https://at.naifa.org/hubfs/social-suggested-images/at.naifa.orghubfsFRANK%20C.%20BEARDEN-1000x620px.jpg) More Examples from Our Code of Ethics to Collaboratively Close the Coverage Gap We may be taken aback when we fully realize that NAIFA is seriously working through [LL Global](https://www.limra.com/globalassets/limra-loma/about---limra-loma/in_a_snapshot.pdf) to raise the life insurance coverage gap among professionals and their companies regarding life insurance in our country. LIMRA research indicates that 60 million American families lack life insurance or are underinsured. The Help Protect Our Families campaign is focused on improving Americans’ future [financial security](https://security.naifa.org/) by increasing life insurance coverage among our families and is participated in by 76 life insurance carriers and distributors, focusing each month on an underserved market. In December, the [Help Protect Our Families Campaign](https://www.limra.com/en/newsroom/help-protect-our-families-archive) provided a culmination of areas of needed growth, including a focus in: - February on [Black Americans: Fueling the Expansion of U.S. Life Insurance Ownership](https://www.limra.com/siteassets/research/research-abstracts/2022/black-americans-fueling-the-expansion-of-u.s.-life-insurance-ownership/2022_black-amer-fuel-exp-us-life-ins-own.pdf) - March on [Women: Meeting the Opportunity: Women and Life Insurance](https://www.limra.com/siteassets/newsroom/help-protect-our-families/2022/march/feature/meeting-the-opportunity_women-and-life-insurance_infographic.pdf) - April on [New 2022 Insurance Barometer Results](https://www.limra.com/siteassets/newsroom/help-protect-our-families/2022/april/feature/april-hpof-barometer-fact-sheet_final-3-23.pdf), Consumer Interest and Need for Life Insurance Remain Elevated - May: [Asian Americans](https://www.limra.com/siteassets/newsroom/help-protect-our-families/2022/may/feature/engaging-asian-market-factsheet.pdf), Engaging the Asian American Market - June: [LGBTQ](https://www.limra.com/siteassets/newsroom/help-protect-our-families/2022/june/feature/helping-lgbtq_infographic.pdf), Helping LGBTQ Americans Achieve Holistic Financial Security - July: [Millennials](https://www.limra.com/siteassets/newsroom/help-protect-our-families/2022/july/hpof-millennial-infographic_final.pdf), Millennials Represent Largest Market Opportunity for Life Insurers - August: [Middle-Income Americans](https://www.limra.com/siteassets/newsroom/help-protect-our-families/2022/august/middle-income-fact-sheet_final.pdf), Strengthening Financial Security for Middle-Income Americans - September: [Top Myths](https://www.limra.com/siteassets/newsroom/help-protect-our-families/2022/sept/hpof-misconceptions-flyer-redesign_infographic_final.pdf), Top Misconceptions About Life Insurance (2022) - October: [Hispanic Americans](https://www.limra.com/siteassets/newsroom/help-protect-our-families/2022/october/hpof-2022-hispanic-american-fact-sheet_-final.pdf), Understanding the Hispanic Market, - November: [Workplace Life Insurance](https://www.limra.com/siteassets/newsroom/help-protect-our-families/2022/november/wpb-infographic-final.pdf), A Majority of American Families Rely on Workplace Life Insurance As we can clearly see, Help Protect Our Families 2022 has been a significant and sustained campaign. In consideration of the intent and effort of Help Protect Our Families 2022, which obligations from our [Code of Ethics](https://belong.naifa.org/code-of-ethics) would clearly apply? My suggestions for this issue as in the February issue are two. The first is the second obligation, and the second would be the fourth obligation: - **To work diligently to satisfy the needs of my clients by acting in their best interests.** This clearly expresses the importance of addressing the financial security needs of all clients, especially those of our families, and is the fiduciary obligation to clients. - **To render timely and proper service to my clients and ultimately their beneficiaries.** This obligation specifically addresses our life insurance and related obligations to our clients and their beneficiaries. The second event of high NAIFA involvement that clearly reflects our Code of Ethics in 2023 is [NAIFA’s Congressional Conference](https://conference.naifa.org/), May 22-23, 2023. Within this event still upcoming, our representing members clearly state the role they play in providing advice, products, and services that improve the financial security of 90 million families, promote financial literacy and self-sufficiency in diverse communities, provide strength to the U.S. economy, and contribute to the financial health of communities in every congressional district. In summary, these representatives represent the best interest of their clients and promote the success and well-being of Americans on Main Street and businesses. In addition to these benefits, our members will focus on building relationships, illustrating to public officials how public policies impact their clients. This gathering of NAIFA members provides the stories that our lawmakers both want to and need to hear. And so, we are certainly proud of our members who speak and listen to our leaders in Congress. In this clear expression of service, upon which obligations in our Code of Ethics does this service represent? Clearly, the eighth obligation speaks to our officials who serve in the interest of our clients and all citizens of our Country: - **To cooperate with others whose services best promote the interest of my clients.** And so, we can clearly reason that again we have seen that following the obligations of the Code of Ethics provides an excellent standard for our professional service. # TOPIC LIST : - [Member Spotlight (186)](https://at.naifa.org/tag/member-spotlight) - [Press Release (161)](https://at.naifa.org/tag/press-release) - [Podcast (97)](https://at.naifa.org/tag/podcast) - [Advisor Today (87)](https://at.naifa.org/tag/advisor-today) - [Loyal Member Profile (83)](https://at.naifa.org/tag/loyal-member-profile) - [Leaders (65)](https://at.naifa.org/tag/leaders) - [Life Insurance & Annuities (63)](https://at.naifa.org/tag/life-insurance-annuities) - [Awards (56)](https://at.naifa.org/tag/awards) - [Insurance (54)](https://at.naifa.org/tag/insurance) - [New Member Profile (54)](https://at.naifa.org/tag/new-member-profile) - 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