WAYNE, Pa. — Cross selling investment and insurance services appears to be making some strides as financial institutions have stepped up the integration of both programs.

The Bank Insurance & Securities Association and Truebridge Inc. surveyed 375 senior managers, marketing managers, branch managers, frontline branch employees and insurance and investment representative from more than 120 financial institutions.

Approximately twice as many participants reported that their firms were satisfied or somewhat satisfied (58%) rather than unsatisfied or somewhat unsatisfied (26%) with cross selling efforts. Managers had a marginally higher perception of cross selling investment and insurance products as a core strategy. Over half (52%) of managers versus 38% of sales people stated that their institution rated it "high" and "very high."