By TRACEY DRURY
tdrury@bizjournals.com | 716-541-1609

Demand for personal financial advising services is behind a hiring plan that will see MassMutual's Buffalo office add 20 positions.

The company plans to recruit employees in the areas of personal financial advising, insurance agents and financial analysts. The move, according to MassMutual, is in line with federal demand estimates for workers in those fields outlined in the U.S. Department of Labor's Occupational Outlook Handbook for 2010-11.

Starting pay for agents is expected to average $50,000 to $60,000, including commissions and subsidies, after completion of an introductory period.

The Buffalo agency is ranked No. 3 by Business First among financial planning firms in Western New York, with $5.6 billion in assets under management; and No. 9 among the top insurance agencies, with premium volume in 2010 of $101.63 million.

Founded in 1851, MassMutual is a leading mutual life insurance company offering life insurance, disability income insurance, long-term-care insurance, retirement/401(k) plan services and annuities. The company is based in Springfield, Mass.