Nationwide Financial(R) Improves Pricing of Its Best-Selling YourLife(SM) ULtimate Universal Life Policy

No-lapse guaranteed universal life insurance has been one of the top selling products in the industry, and Nationwide Financial’s YourLife^SM ULtimate product has been a sales success since its launch in June 2006. Now the company has repriced it, making it even more competitive. Nationwide is one of the few insurance carriers that is consistently near the top in both premium rates and target premiums.

Nationwide YourLife^SM ULtimate is a universal life insurance policy designed to provide consumers with low-cost, permanent life insurance with a guaranteed death benefit. YourLife^SM ULtimate is designed for consumers who want lifetime protection, strong living benefits and simplified policy maintenance. The product can also be used for legacy planning and wealth transfer for clients who want to preserve assets for loved ones in a tax-efficient manner, provide lost income for survivors and create an estate for their heirs.

"As consumer needs and demands evolve, we continually strive to improve the value of our life insurance products and services to our customers,” said Peter Golato, senior vice president for Nationwide Financial Services, Inc. (NYSE: NFS). "This reprice is an example of our commitment to the fixed universal life business. We reduced the premium pricing to improve the competitiveness of 10-pay and level-pay premiums to complement our already competitive single-pay premiums.”

Golato added that as consumers expect to live longer, they are concerned about having enough funds throughout their lives, so protection at a very competitive cost is important.

"Uncertainty about the future of their family, the financial markets and personal security is driving clients to more conservative products with guarantees,” he said. "ULtimate is most competitive for consumers age 45 through age 70 who are looking for guaranteed death benefit coverage at a very competitive price.”

Optional riders provide more choices for consumers

YourLife^SM ULtimate offers several beneficial riders, which can be added to personalize the product. These include:

• Long-term Care Rider
• Accelerated Benefit Rider
• Accidental Death Benefit Rider
• Child Rider
• Spouse Rider
• Waiver of Monthly Deductions Rider

Consumers should consult with their financial professional to discuss costs, advantages and disadvantages of each rider in detail. All riders are available for an additional cost, may not be available in all states and may be known by different names in different states.

Uninsured long-term care expenses can wreak havoc on consumers’ finances

"Consumers tell us that one of their biggest fears is the inability to afford the long-term care they may need in retirement,” Golato said. "ULtimate is truly a living benefit for them and their families, as we’ve seen the cost for a private room in a nursing home average nearly $70,000 a year, and $18 an hour for a home health care aide.” ^a.

Nationwide’s indemnity-style rider can provide the policyholder with an accelerated death benefit to use for long-term care. If the person doesn’t use the accelerated death benefit, they don’t lose the value of the final death benefit.

To keep things simple and easy, Nationwide doesn’t require the policyholder to keep track of bills and receipts or worry about creating an unintentional taxable event from payments from its policies. After meeting the 90-day elimination period, Nationwide pays the policy owner.

The policyholder controls the payment amount and enjoys a high degree of flexibility by choosing how much of the monthly benefit is received, up to the benefit maximum or HIPAA limit, and any excess funds not needed for LTC expenses may be used for any purpose. ^b.

"Almost 28 percent of all ULtimate policies written since we first launched the product two years ago have included this important rider, so we know it is a key feature for consumers to protect their assets and plan for their futures,” said Golato.

a. "Insurers Push for Long-term Care” The Wall Street Journal, Dec. 27, 2005

b. Nationwide sends a monthly check equal to the lesser of two percent of the LTC specified amount or daily HIPAA amount ($270 in 2008) times the number of days in the month.

Automated Premium Monitor helps avoid policy lapse

Nationwide YourLife^SM ULtimate proactively addresses the problem of policy lapse. A patent-pending Automated Premium Monitor (APM) program can help clients pay their premium at the exact time needed, which ensures the death benefit guarantee stays in force as originally illustrated. There is no extra cost to the policyholder for this program.

APM is a three-tiered safety net designed to:

• prevent the intended guarantee from going off course
• notify the client and producer if the planned guarantee is off track
• correct guarantees that strayed from the intended plan

Important Consumer Information

Neither Nationwide nor its representatives give legal or tax advice. Consumers should contact their legal or tax advisor for answers to their specific questions. As with all life insurance, guarantees are subject to the claims-paying ability of the issuing life insurance company. As consumers’ personal situations change (for example, marriage, birth of a child or job promotion), so will their life insurance needs. Care should be taken to ensure this product is suitable for long-term life insurance needs. Any associated costs should be evaluated before making a purchase. Investing involves market risk, including the possible loss of principal.

Life insurance has fees and charges associated with it that include costs of insurance that vary with such characteristics of the insured as gender, health and age, and has additional charges for riders that customize a policy to fit individual needs.

About Nationwide Financial

Nationwide Financial Services, Inc. (NYSE: NFS), a publicly traded company based in Columbus, Ohio, provides a variety of financial services that help consumers invest and protect their long-term assets, and offers retirement plans and services through both public- and private-sector employers.

It’s part of the Nationwide group of companies, which offers diversified insurance and financial services. The group is led by Nationwide Mutual Insurance Company, which is ranked No. 108 on the Fortune 500 based on 2007 revenue.¹ For more information, visit www.nationwide.com.

Life insurance is issued by Nationwide Life Insurance Company or Nationwide Life and Annuity Insurance Company, Columbus, Ohio.

Nationwide, Nationwide Financial, the Nationwide framemark and On Your Side are federally registered service marks of Nationwide Mutual Insurance Company. Nationwide YourLife is a service mark of Nationwide Mutual Insurance Company.

¹ Fortune Magazine, April 2007