J. Matthew Darden
Co-Chairman and Chief Executive Officer at Globe Life
Thank you, Frank. First, at American Income Life. Here, the life premiums were up 7% over the year-ago quarter to $428 million and life underwriting margin was up 22% to $221 million. In the third quarter of 2024, net life sales were $97 million, up 19% from a year ago, primarily due to the strong growth in agent count. The average producing agent count for the third quarter was 12,031, and this is up 10% from a year ago. This growth is due to the ongoing recruiting efforts as well as improvement in new agent retention. This agency continues to generate positive momentum.
At Liberty National, the life premiums were up 6% over the year-ago quarter to $94 million and life underwriting margin was up 63% to $45 million. Net life sales increased 1% to $24 million and net health sales were $8 million, down 6% from the year-ago quarter. The average producing agent count for the third quarter was 3,794 and this is up 14% from a year ago.
Liberty National continues to generate strong agent count growth, which is driven by our investments in technology and the growth in middle management.
Despite the flat sales for the quarter, I am very pleased and optimistic with the trends at Liberty. The strong middle management growth has resulted in an emphasis on recruiting and training and is reflected in the continued and meaningful agent count growth for this division. This bodes well for future sales growth.
As I've discussed before, agent count growth is a leading indicator for future sales growth. We focus on year-over-year growth in sales and agent count and recognize that quarter-to-quarter results may fluctuate as the agency operations switch focus between recruiting and sales throughout the year. In addition, I'd also point out that we had a difficult comparable this quarter as Liberty had a 31% increase in life sales and a 19% increase in health sales in the year-ago quarter.
Now onto Family Heritage. Here the health premiums increased 8% over the year-ago quarter to $108 million and health underwriting margin declined 4% to $34 million. Net health sales were up 16% to $29 million due to an increase in agent count and agent productivity. The average producing agent count for the third quarter was 1,429 and this is up 8% from a year ago. I am pleased to see that this agency's efforts in recent quarters to emphasize recruiting and middle management development are now driving agent count growth, which bodes well for growth in 2025.
In our direct-to-consumer division at Globe Life, the life premiums were down 1% over the year-ago quarter to $246 million, while life underwriting margin increased 40% to $88 million. Net life sales were $24 million, down 9% from the year-ago quarter.
As we previously mentioned, the decline in sales is primarily due to lower customer inquiries as we've reduced our marketing spend on certain campaigns that did not meet our profit objectives. Our focus in this area is having a positive impact on our overall margin as we 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.
Now 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. We continue to invest in our capability to generate significant lead volume that translates into sales for our agency business.
During 2025, we anticipate we will generate over 750,000 leads, which will be provided to our three exclusive agencies from the direct-to-consumer division. The value contributed to the agencies by the direct-to-consumer division will continue to grow as we expect to see steady growth in our omnichannel marketing approach for the Globe Life brand.
Now on to United American General Agency. Here the health premiums increased 9% over the year-ago quarter to $150 million, driven by strong prior year sales growth of 23%. Health underwriting margin was $14 million, down $1 million from the year-ago quarter due to higher claim costs as a result of higher utilization. Net health sales were $16 million, down 1% over the year-ago quarter.
Now, I'd like to move on to discuss projections. Now based on what we're seeing and the experience with our business, we expect the average producing agent count trends for the full year of 2024 to be as follows: at American Income, an increase of around 11%; at Liberty National, an increase of around 14%; and at Family Heritage, an increase of around 5%. Net life sales for 2024 are expected to be as follows: at American Income, an increase of around 16%; Liberty National, an increase of around 4%; and direct-to-consumer, a decrease of around 8%.
Net health sales for 2024 are expected to be as follows: Liberty National, an increase of around 1%; Family Heritage, an increase of around 11%; and United American General Agency, an increase of around 10%.
Now let's discuss 2025. At the midpoint of our 2025 guidance, we expect sales growth for the full year of 2025 to be as follows. For life sales, we expect American Income for high single-digit growth; Liberty National, low double-digit growth; and direct-to-consumer, low to mid-single-digit growth. And on the health sales side, 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've previously discussed. There have been no material developments and while these inquiries are still open, we have responded to the requests received to date. Neither organization has asserted any claims or made any allegations against Globe Life for AIL, and we are not aware of any actions being contemplated by the SEC or the DOJ. To the extent there's further information to share, we will update you accordingly.
As we previously disclosed regarding data privacy and the threat actor extortion attempt, we are working with federal law enforcement in an active investigation. As you can understand, out of respect for this process, we will not be getting into specifics and have nothing further to add beyond what was included in our 8-K filing last week. While these investigations are ongoing, there has been no material impact on the Company's systems and business operations.
I'll now turn the call back to Frank.