This study details the role of the American Society of Chartered Life Underwriters in the professionalization of certain segments of the occupational group life insurance sales agent. The perspective of this study suggests that professionalization is a reality-defining process in which the professional association plays a pivotal role. As a definer of reality, the professional association constructs a definition of an occupation as a profession and works to get this definition accepted. The discussion of the American Society's activities is organized around its efforts to convince those designated Chartered Life Underwriter (CLU), those in the general public, and those in previously established professions of the professional status of CLUs.

The data utilized in detailing the role of the American Society of CLUs in this project were gathered through the qualitative analysis of American Society publications. Through these publications and the activities described in them CLUs are provided opportunities to view themselves as professionals and are told what this professionalism entails. These same publications and activities, to the extent that they are aimed at the general public and other professional groups, have provided opportunities for others to come to view the CLU as professional.

The general assessment of this reality-defining project is that it has been less than fully successful. Recognition of the CLU designation and accordance of professional status to those holding it are not widespread among the general public. A greater level of awareness of the designation exists among those in more established professions, particularly lawyers and accountants, although full acceptance of the CLU as fellow professionals is questionable. Even among CLUs themselves, it appears this acceptance continues to be problematic.