J. Matthew Darden
Co-Chairman and Chief Executive Officer at Globe Life
Thank you, Frank. First, I'd like to discuss American Income Life. Here, the life premiums were up 7% over the year ago quarter to $424 million, and the life underwriting margin was up 7% to $193 million. In the second quarter of 2024, net life sales were $95 million, and this is up 16% from a year ago and is primarily due to the strong growth in our agent count. The average producing agent count for the second quarter was 11,869, and that is up 13% from a year ago. We are seeing strong recruiting activity along with continued improvement in new agent retention. Our new [Indecipherable] pipeline for the second quarter is up 16% from the prior year, and I'm very pleased with the sales productivity and agent count trends at American Income.
At Liberty National, the life premiums were up 6% over the year ago quarter to $92 million, and the life underwriting margin was up 9% to $31 million. Net life sales increased 11% to $26 million, and net health sales were $8 million, which is up 4% from the year ago quarter. Growth in both the life and the health sales was due primarily to the increase in agent count. The average producing agent count for the second quarter was 3,700 and is up 16% from a year ago. Liberty National continues to generate positive recruiting and sales momentum, and this is driven by our investments in technology and the growth in middle management.
At Family Heritage, health premiums increased 8% over the year ago quarter to $106 million, and health underwriting margin increased 12% to $37 million. Net health sales were up 7% to $25 million, and this is primarily due to an increase in agent productivity. The average producing agent count for the second quarter was 1,361, and this is up 1% from a year ago. And as we've said before, we continue to emphasize recruiting and middle management development at Family Heritage. And I'm encouraged as we have started to see middle management growth, which is up 11% from year-end.
In our direct-to-consumer division at Globe Life, life premiums were flat compared to the year ago quarter at $249 million, while the life underwriting margin increased 13% to $64 million and is due primarily to favorable mortality and continued efforts to maximize our margin dollars. Net life sales were $31 million and is down 3% from the year ago quarter. As we have previously mentioned, the decline in sales is primarily due to lower customer inquiries as we have reduced marketing spend on certain campaigns that do not meet our profit objectives. Our focus in this area is having a positive impact on our overall margin. We will continue to focus on maximizing underwriting margin dollars on new sales by managing the rising advertising and distribution costs associated with acquiring new business. Additionally, as a reminder, the direct-to-consumer channel provides support to our agency business through brand impressions and the generation of sales leads.
At United American General Agency, our health premiums increased 9% over the year ago quarter to $149 million. Health underwriting margin with $17 million and is up approximately $2 million from the year ago quarter. Net health sales were $18 million, and this is up approximately $7 million over the year ago quarter and it's due primarily to improved market conditions for our Medicare Supplement business.
Now I'd like to discuss projections. Based on the trends that we are seeing and the experience with our business, we expect the average producing agent count trends for 2024 to be as follows, at American Income, low double-digit growth; at Liberty National, mid-teens growth; and at Family Heritage, mid-single-digit growth.
Now our net life sales for 2024 are projected to be as follows. At American Income, mid-teens growth. Now here, we are raising our guidance at American Income to reflect strong second quarter experience along with the trends we are seeing. Last quarter, we had tempered our projections just out of an abundance of caution. Liberty National sales anticipate low double-digit growth and direct-to-consumer slightly down.
Net health sales for 2024 are expected to be as follows, Liberty National, high single-digit growth; and at Family Heritage, also high single-digit growth; and United American General Agency, low to mid-single-digit growth.
I'll turn the call back to Frank.