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New ‘Investment Speak’ Ad Campaign Drives Education on Portfolio Management in Retirement

Modern Portfolio Theory Gets a Twist for Burgeoning Retirement Market

NEW YORK, N.Y., June 14, 2011 — New York Life Insurance Company announced the launch of a business-to-business print and online advertising campaign, targeting wirehouse financial advisors, that highlights the benefits of using guaranteed income annuities in retirement planning. The print ads are currently running in Registered Rep, Investment News and On Wall Street and online ads are appearing on Ignites, FundFire and Morningstar.

“The campaign is meant to reinforce the thinking validated by academics, that income annuities are a valuable asset class for retirement portfolios. Our strategy is to extend the reach of New York Life and guaranteed lifetime income in the wirehouses and regional broker dealer firms,” said Steve Fisher, chief marketing officer for Retirement Income Security, New York Life. “The ad includes a call to action, suggesting that financial advisors rethink retirement income planning to include a guaranteed lifetime income stream.”

Both the print and online ad banners direct advisors to a splash page at http://www.rethinkretirement4life.com, where they can request a PDF of the FRC (Financial Research Corporation) white paper titled “Income Annuities Improve Portfolio Outcomes in Retirement.” The white paper, partially funded by New York Life, complements the campaign, discussing the benefits of using income annuities as an asset class in a client’s overall portfolio. The banners and splash pages also feature a prominent emblem that promotes New York Life as the #1 provider of income annuities, a position proudly held for the past five consecutive years.*

“This new campaign positions lifetime income annuities as an asset class within a portfolio and utilizes common investment concepts and terms to promote annuities,” said Matt Grove, vice president in charge of Guaranteed Lifetime Income. “Including guaranteed income solutions have been shown to help improve outcomes in clients’ retirement portfolios.”

“It’s a compelling story and we believe it is in the interest of many financial advisers to hear more about it,” Mr. Fisher added.

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. New York Life has the highest possible financial strength ratings from all four of the major credit rating agencies. Headquartered in New York CiNew York Life’s family of companies offers life insurance, retirement income, investments and long-term care insurance. New York Life Investments*** provides institutional asset management and retirement plan services. Other New York Life affiliates provide an array of securities products and services, as well as institutional and retail mutual funds. Please visit New York Life’s annuity web site at www.newyorklifeannuities.com for more information.

*Source: LIMRA, 2011. Based on the premium amount each year from 2006-2010. Income Annuities are Single Premium Fixed Immediate Annuities which are issued by New York Life Insurance and Annuity Corporation (NYLIAC) (a Delaware Corporation), a wholly owned subsidiary of New York Life Insurance Company, 51 Madison Ave, New York, NY 10010.

**Based on revenue as reported by “Fortune 500, Ranked within Industries, Insurance: Life, Health (Mutual),” Fortune Magazine, May 5, 2011. See http://money.cnn.com/magazines/fortune/fortune500/2011/faq/ for methodology.

***New York Life Investments is a service mark used by New York Life Investment Management Holdings LLC and its subsidiary, New York Life Investment Management LLC.