Matt Darden
Co-Chief Executive Officer at Globe Life
Thank you, Frank. At American Income Life, Life premiums were up 7% over the year-ago quarter to $433 million and Life underwriting margin was up 9% to $199 million. In the 4th-quarter of 2024, net life sales were $93 million, and this is up 22% from a year-ago and primarily due to increased productivity and agent count growth. The average producing agent count for the 4th-quarter was 11,926, up 7% from a year-ago.
This growth is due to the continued focus on recruiting and improved new agent retention. And I continue to be very pleased by the momentum at American Income. At Liberty National, our life premiums were up 5% over the year-ago quarter to $94 million and the life underwriting margin was up 8% to $34 million. Net life sales increased 1% to $26 million, while net health sales were $9 million, down 5% from the year-ago quarter.
The average producing agent count for the 4th-quarter was 3,743, up 11% from a year-ago. And I'm excited to see the continued agent count growth at Liberty National, which is primarily driven by our recruiting activity and agency middle-management growth. And I am confident that this growth in agent count and agency middle-management will drive strong sales growth in 2025. At Family Heritage, the health premiums increased 8% over the year-ago quarter to $11 million and health underwriting margin increased 12% to $40 million. Net health sales were up 6% to $27 million due primarily to an increase in agent count.
The average producing agent count for the 4th-quarter was 1,512, and this is up 11% from a year-ago. And I continue to be pleased to see the agent count growth, which is driven by this agency's efforts in recent quarters to emphasize recruiting and middle-management development. At our direct-to-consumer division at GlobeLife, life premiums were down 1% over the year-ago quarter to $245 million, while life underwriting margin increased 20% to $71 million.
Net life sales were $23 million, down 11% from the year-ago quarter. Now as we've mentioned previously, the continued decline in sales is primarily due to lower customer inquiries as we have reduced our marketing spend on certain campaigns that did not meet our profit objectives as a result of higher distribution cost. Our focus in this area is having a positive impact on our overall margin as we will continue to focus on maximizing the underwriting margin dollars on new sales by managing the rising advertising and distribution costs associated with acquiring new business.
The value of our direct-to-consumer business is not only those sales directly attributable to this channel, but the significant support that is provided to our agency business through brand impressions and sales leads. As we mentioned last quarter, we expect this division to generate over 750,000 leads during 2025, which will be provided to our three exclusive agencies.
At United American General Agency, here the Health premiums increased 9% over the year-ago quarter to $151 million, driven by strong prior year sales growth of 23%. Health underwriting margin was $5 million, down approximately $9 million from the year-ago quarter due to higher claim costs resulting primarily from higher utilization. For the full-year 2025 , we anticipate mid-single-digit growth in our underwriting margin due to strong sales and premium pricing actions. Net health sales were $30 million, up 7% over the year-ago quarter. Now I'd like to discuss our projections. And based on the recent trends and our experience with our business, we expect the average producing agent count trends for the full-year 2025 to be as follows. At American Income, some single -- mid-single-digit growth at Liberty National, low double-digit growth and at Family Heritage also low double-digit growth. We'd also like to reaffirm our Life and health sales guidance we gave on our last earnings call. And as a reminder, this was not where net life sales were 2,000. Net life sales for 2025 are expected to be as follows: American Income, high-single-digit growth; Liberty National, low double-digit growth and our direct-to-consumer division, low-to-mid single-digit growth. Now for health sales, we expect Liberty National, Family Heritage and United American General Agency to all have low double-digit growth. Now before I turn the call-back over to Frank for investment operations, I'd like to make a few brief comments regarding the inquiries made by the SEC and the DOJ that we have previously discussed. While these inquiries are still open, there have been no material developments and neither agency has asserted any claims or made any allegations against GlobeLife or AIL and we're not aware of any actions being contemplated by the SEC or SEC or the DOJ. And with respect to the EEOC matter, as of now, there have been no material developments to share outside of what was disclosed within our 10-Q as filed on November 6, 2024. And to the extent there's further information to share on any of these items, we will update you accordingly. I'll turn the call-back now to Frank.