NYLAARP WHOLE LIFE Rates

I've been running quotes for NYLAARP's PERMANENT (read: not 5-year term) Life insurance policy and I cannot beat the rates.

For example:
70/m/Non-smoker/$5,000 coverage = $37.51/mo. with AARP

The best rate I have is through Oxford at $42.12
Americo is $45.28 and Mutual of Omaha is $45.50

As an ex-New York Life agent, I know that NYL is NEVER the cheapest or most competitive rates.
So what is going on?
How are you guys competing with NYLAARP's permanent policies?
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