Which term refers to the practice of selling additional policies to existing policyholders?

The practice of selling additional policies to existing policyholders is best described as cross-selling. This strategy is commonly used in the insurance industry to enhance customer relationships and increase revenue by offering customers additional products that may complement their current coverage. Cross-selling leverages the relationship already established with the policyholder, allowing agents to tailor additional offerings based on existing needs.

Churning, on the other hand, refers to the unethical practice of persuading clients to replace their existing policies with new ones purely for the benefit of generating commissions, without providing any real benefit to the client. This is distinct from cross-selling, which focuses on adding value rather than replacing existing products.

Up-selling typically refers to encouraging customers to purchase a more expensive version of a product or additional features, which, while similar, does not specifically encapsulate the idea of selling multiple policies.

Renewing simply means extending an existing policy for another term and does not involve the sale of additional products. Thus, cross-selling is the accurate term that reflects the intent of providing additional policies to existing customers effectively.