Since LSW first became a part of National Life Group in 1996, the goal has always been to deliver a unified solution and a complete range of products and services.

Over the past year we, as a group, have talked a lot about becoming a more closely integrated organization. You can see some of the results of our One Company strategy in the changes we’ve made in distribution – the integration of the independent distribution channels, shared independent producer incentives beginning in 2010, and a closer integration of the life and annuity businesses that have already lead to more efficient use of resources and broader sales opportunities.

As Mehran mentioned in his message, a single, strong identity for our organization is an important next step. Both National Life Insurance Company (National Life) and Life Insurance Company of the Southwest (LSW) have a long and stable history. Under the umbrella of National Life Group, these two insurers will continue to provide high quality protection and retirement products. What you will notice, though, is a stronger visual identity that brings National Life and LSW together so that when you see marketing material for either one, it is clear that we are One entity – National Life Group.

Integrating our brand identity is an important strategic step to leveraging the strengths of National Life Group’s member companies. What this means is that the look and feel of our marketing materials will be updated, and this new look and feel will be consistent on both National Life and LSW material. The shared visual identity will help create a unified public image – a shared brand identity – for National Life Group.

We will implement the new brand with an eye towards good business stewardship, cost sensitivity and practicality – in essence, to build value, not to do any harm. You can expect to see a gradual change over the course of 2010.

Please keep in mind that this Branding initiative is focused on marketing materials and distribution efforts, and will not impact either staffing levels in either location or the location of any departments.

Each of you has a role to play, too. Your support and active participation in implementing this updated brand is critical to its success. With a legacy as long as ours, there are many types of material branded with our logo. When you see an outdated logo, please bring it to the attention of our marketing team. And in all of your communications, keep in mind our goal of truly becoming One Company.

Regards,

Wade