LIMRA Launches Lifetime Income Ad Campaign

LIMRA announced a marketing campaign last week that seeks to expand awareness of and education about “protected lifetime income.”

The campaign, the “Lifetime Income Initiative,” seeks to educate members of Generation X about the value of lifetime income products and also lead more financial professionals to recommend the offerings, according to the company’s announcement.

“Millions of Americans are entering retirement with more responsibility and fewer guarantees than ever before,” said LIMRA’s chief marketing officer, Tina Beckwith, in a statement. “Our goal is to make retirement income planning simpler to understand and easier to act on so families can approach the next stage of life with clarity and confidence.”

The main education initiative, “Own Your NeXt,” is designed to reframe retirement planning through relatable storytelling and research-backed insights, according to the company. The campaign positions professional financial guidance and protected income solutions as tools to create stability and confidence in retirement.

LIMRA is also partnering with Jean Chatzky of HerMoney Media to produce a monthly podcast series to anchor ongoing consumer conversations about retirement readiness.

For financial professionals, LIMRA plans enhanced training programs and field engagement to help advisers better communicate the value of annuities and retirement income strategies to clients, according to the announcement. A national roadshow will share insights and best practices, while a retirement lab symposium later this year is planned to offer hands-on opportunities to test approaches and standardize industry practices.