MLC Life Insurance has announced the creation of “unique” business engagement manager (BEM) roles.

It says the “industry-first initiative” will help advisers better understand changing consumer needs and build long-term customer relationships.

Four BEMs will join MLC’s retail advised division from today.

Chief Customer Officer Melissa Heyhoe says they will help advisers maintain engagement with their customers, leading to improved retention and greater business revenue.

“The approach to addressing customer retention has traditionally been reactive,” she said.

“By the time advisers have had conversations with their clients about changing or cancelling policies, the horse has often bolted and there have been missed opportunities.

“Our new business engagement managers will provide advisers with the resources to engage with clients earlier in the relationship, to ultimately help clients maintain the security and protection of life insurance in line with their individual needs.”