Equitable Life & Casualty Insurance Company

Company Profile
During the Great Depression, a young doctor named Roderick “Doc” Ross noted that economic hardship was forcing thousands of families to surrender their life insurance policies. He designed an affordable plan to help families through times of illness and bereavement. The plan grew steadily in size and popularity and by 1935 Dr. Ross founded Equitable Life & Casualty (EL&C), a national leader in life and health insurance protection for Senior Americans.
Today, EL&C is led by E. Rod Ross, grandson to the founder. The company’s offerings have been expanded to include Medicare supplement, long-term care, home care, and critical illness, as well as life insurance. Like his grandfather, E. Rod Ross remains passionately committed offering superior products, and customer service with a personal touch.
“This is our opportunity to assure peace of mind for the thousands of lives we touch every day. The value of that relationship cannot be measured in dollars; and we will passionately guard and preserve it,” says President and CEO, E. Rod Ross.
As one would expect, all correspondence sent to EL&C clients must reflect this commitment to unparalleled personalized service. Using advanced print workflow solutions from Xerox and Adobe, EL&C can combine graphics and data in the production of compelling personalized documents for each and every client.
Challenges Faced
Business communications at Equitable Life and Casualty have come a long way from its first mailing in 1935, when Doc Ross invested twenty dollars in 2,000 penny post cards, and recruited his wife and sons to handwrite and distribute the company’s first premium notices. In 1998, current President E. Rod Ross challenged the company’s Document Production Systems & Support team to automate the production of mailings that included a personalized letter, a fully completed user application form, and the client’s policy statement. Adobe PostScript and Xerox VIPP (Variable-data Intelligent PostScript Printware) were ideally suited to the task.
“Prior to the Xerox VIPP workflow, policies, applications, and cover letters were produced separately and assembled manually,” says Document Production System & Support Manager and Electronic Document Professional (EDP), Carlyn Campbell. “Using Xerox VIPP, all three documents were pulled into one data stream and a fully assembled package came off the Xerox printer. All we had to do was staple and send it.”