FBL Financial Group, Inc. sells individual life and annuity products under the consumer brand names Farm Bureau Financial Services and EquiTrust Financial Services. These brand identities are represented by the distribution channels of its subsidiaries, Farm Bureau Life Insurance Company (Farm Bureau Life) and EquiTrust Life Insurance Company (EquiTrust Life). As of December 31, 2010, its Farm Bureau Life distribution channel consisted of 1,996 exclusive agents and agency managers. It analyzes operations by reviewing financial information regarding products, which are aggregated into four product segments. Its product segments are Traditional Annuity - Exclusive Distribution (Exclusive Annuity), Traditional Annuity - Independent Distribution (Independent Annuity), Traditional and Universal Life Insurance and Variable. In December 2011, the Company sold EquiTrust Life Insurance Company.