The Plan’s The Thing: New York Life Extends ‘Be Good at Life’ Platform


New York LIfe

New York Life, the largest mutual life insurance company in the United States, is building on its “Be Good at Life” brand campaign by highlighting how life events change life’s plans, and that New York Life agents are standing by to help.

“Be Good at Life” is aimed at inspiring and enabling people to live better lives by assisting and encouraging them to take control of their finances.

To that end, the company is introducing an online engagement tool that will allow consumers to build their own plans and offers flexible solutions for getting started.

“Start a Plan that Flexes with Yours” is grounded in original consumer research finding that although consumers know they need life insurance, they are unsure how to learn more about it. As a result, they delay taking necessary action until a future life event, which could include having children, another child, or buying a house.

The new campaign highlights that New York Life and its agents can meet their financial needs now and as they change.

“Life can happen in many unexpected and different ways. It is important to know that New York Life evolves with you as your plans change in ways you may have—or may not have—anticipated,” said Kari Axberg, vice president, brand management, New York Life.

“The campaign shows how flexible our product solutions and services can be by framing up various personal ‘plans’ that adjust to each individual’s needs. For each phase of life, New York Life is there to help you start a plan that will flex with yours.”

“In addition, we are pleased to showcase the importance of guidance provided by New York Life’s 12,000 agents, demonstrating their ability to help consumers navigate life’s twists and turns,” she added.

For example, one of the new television commercials starts with, “You just don’t have a baby,” and then talks through various personalized situations including: it could be your first baby; sometimes, a couple more than you thought; or your first baby in your second marriage.

The spot acknowledges that life can happen a million different ways, so when it comes to one’s financial needs, people need a New York Life agent to “Start a Plan that Flexes with Yours.”

The campaign debuts across the U.S. on Monday, March 5th, with a set of :30- and :15-second television commercials, digital media, and content on Facebook, Instagram, YouTube and Pinterest.

Launching at the same time as the television ads, the online engagement tool will allow website visitors to create their own personalized plan and it offers educational material to get started.

New York Life Insurance Company, a Fortune 100 company founded in 1845, is the largest mutual life insurance company in the United States and one of the largest life insurers in the world.