If you watched President Obama’s State of the Union speech last night, you’ll know that although priorities may have shifted, he still supports both healthcare and financial services reform — the most recent permutation of which includes the elimination of insurers’ antitrust exemption. Unfortunately, to politicians and people in general, ”insurance,” “health insurance” and “financial services” are three dirty words that mean the same thing: bilking the public.

You might say that ever since the 1999 Gramm-Leach-Bliley Act,  banks seem to have gotten the better end of the association with insurance.  And a study released this week suggests that banks are banking on insurance — specifically, agents and brokers — more than ever. A recent report by Michael White Associates LLC shows that insurance brokerage fee income for more than 7,000 savings banks and bank holding companies hit $3.05 billion in third-quarter 2009, a 11.7% increase over last year and the highest level in the last five quarters.  These fees include commissions and other fees earned from selling insurance products, as well as referrals for credit, life, health, property-casualty and title insurance.

The top 3 gainers for brokerage fees in the first three quarters of 2009 were:

1. Wells Fargo & Co., $1.38 billion, up 5.34% from the first nine months of 2008
2. Citigroup Inc., $771 million, down 19.27% from the year-ago period
3. BB&T Corp., $699.9 million, 11.8% gain from the year-ago period.

“Not that there’s anything wrong with that,” to paraphrase Seinfeld. We’ve interviewed many agents whose businesses are affiliated with banks, and most seem very happy with the arrangement. But in the course of the last year or so, as “financial services” has become synonymous with shaft, trickery and deceit, maybe it isn’t such a good thing to be lumped into that category.

Just this week, PCI CEO David Sampson warned attendees at the group’s annual executive roundtable that property-casualty insurance could very well get caught up in the “wave of political populism” that’s crashing down on banks, health insurers and other financial services institutions. So far, agents’ enviable position as trusted advisors to their customers has helped them dodge that wave. Let’s hope it’s a position we can retain through the rough times ahead.

With all due respect, I think the researchers at Careercast.com must be, as the Brits say, “having us on.”

That’s the only conclusion I can come to after looking at their much-touted “Best Jobs for 2010” list, just up on their Web site.

Not so much that they rank the job of insurance actuary as No. 1. After all, the rankings are based on a combination of “environment, income, outlook, stress and physical demands.” The fact that actuaries make good money, wear nice suits and sit at a desk would obviously rank the profession higher on the list than, say, anything seen on the “Dirty Jobs” show.

Nor do I take much umbrage over most of the other top 10 jobs, including the predictable computer software designer and analyst, accountant (they’re in demand in all economies) and dental hygenist (although I beg to differ with the “stress” element of that job — when my son was young he once threw up on one).

But guess what: ”Insurance agent” came in at an unenviable No. 103, right between “telephone installer/repairer” and “artist (fine art).” While the job of insurance agent might well include elements of both those jobs, I find it hard to believe that the job outlook for insurance agents is only one step above that of an aspiring paint-flinger. (It’s gotta be the stress level: 63.322 compared with 51.994 for artistes.)

Another position that handed me a laugh was that of “publication editor” (in the immortal words of Bozo the Clown, “Hey, that’s me! Wha-ha-ha-ha!”). Ink-stained wretches actually beat out insurance agents for job viability, coming in at No. 65. And although the fine print did concede that the hiring outlook for editors was “very poor,” this relatively high ranking completely ignores the fact that more U.S. print publications went down the tubes in the last two years than in the history of publishing.

I also had to laugh at other job entries that beat out insurance agents on the list — including “historian” at No. 5 (hey, all you business school students — ditch the MBA and start focusing on the Punic Wars!), “author” at No. 74 (riiiiight…), “janitor” at No. 83 and “bookbinder” at No. 91. Although ballerinas, astronauts, cowboys and pretty-pretty princesses didn’t make the cut, this list suggests that even your wildest kindergarten career fantasy would have been a better choice than what you’re doing now.

Still, you can take some comfort in the fact that you’re not in the career that came in No. 200: “roustabout.” No, not in the circus, but on oil rigs. Careercast.com describes it as a job with good earning potential, but with long hours, dirty and dangerous working conditions, isolation and high stress. Oh, wait…sound familiar?

When the countdown ends on 2009, it also brings an end to the first decade of the new millennium. It’s hard to believe how much our world has changed in those 10 short years, from global terrorism (still happening) to the financial meltdown to the ascendancy of the Internet. Let’s look at just a few:

Everything tech. Yes, the Internet was around at the turn of the century, but it wasn’t as ubiquitous as it is now. Since then, a whole generation has grown up with this technology, and that generation is our future employees and customers. While all this has made our lives a lot easier, it’s also phased out a lot of what we were confortable with and raised the bar on customer expectations. A mixed blessing, to say the least.

A world of new risks. The world is smaller, and the risks you underwrite are not like anything that’s been insured before. Acts of terrorism, environmental exposures, professional liability related to new technology standards and expectations — they’re all in the mix, with new risks coming at us every day. The challenge for our industry will be to keep one step ahead of anything new that comes along.

A bigger, smaller agency universe. The agency/brokerage M&A boom may have slowed to a trickle, but the activity of the past 10 years has altered the landscape forever. Big brokerages have gotten bigger by increasingly targeting the midmarket customers that have long been the bread and butter of the average agency. Conversely, the latest IIABA Agency Universe numbers suggest that smaller, startup agencies are on the rise, thanks in large part to the availability of sophisticated automation systems that allow them to compete with bigger players.

More eyes on the industry. Public/political scrutiny of the insurance industry is nothing new, but the seismic financial upheavals of the past 10 years — from the Enron fiasco in 2002 to last year’s subprime mortgage meltdown and AIG bailout and current healthcare debate — have put this most risk-averse industry in the spotlight more than ever before.

And while nobody can predict what the next 10 years will bring, it’s a safe bet that the trends we saw begin at the dawn of the century will continue to play a significant role going forward. And while 2009 was a good year in that we dodged a lot of bullets — from natural disasters to truly bad legislation — it’s inevitable that we’ll stand to take a hit from these and other problems in the future.

What were your biggest concerns in 2009, and what do you predict will dominate the headlines in 2010?