Faced with attrition in its captive agencies, and declining number of policies-in-force, Allstate Corp. is turning to a surprising distribution source to drive its brand: independent agents.

The Northbrook, Ill.-based carrier is circulating promotional material directed at independent agents, telling them there are 10 reasons to “seriously consider Allstate” as a company they should represent. The letter notes Allstate's stability, rating strength, longevity, customer and claims service ability, and brand recognition.

The promotional letter says the company gives agents opportunities to build insurance packages with the insurer's 13 lines of available insurance.

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