New York Life launches new campaign inspiring consumers to “Be Good at Life.”

Campaign focuses on engaging "maturing Millennials" by helping them overcome financial anxiety to live their best life.

NEW YORK, NY – September 15, 2016 – New York Life announced today the launch of “Be Good at Life,” a new integrated brand marketing campaign to inspire people to take control of their finances, achieving the financial liberation that enables better lives. The campaign seeks to alleviate America's crisis of underinsurance* by redefining the role life insurance plays in people's lives, and aligning New York Life with evolving consumer attitudes about money and happiness.

“Be Good at Life” is grounded in insights, gleaned from original research that all generations of consumers aspire to be smart with their money and value financial security as an essential ingredient of living well. This is especially true for maturing Millennials who came of age in the global financial crisis and are struggling with record levels of college debt as they establish families and careers. While making sense of finances can be overwhelming and intimidating, they value the kind of advice that will help them make good financial decisions and be liberated to enjoy life. They also value being part of a safe and strong community, one that will help protect their young families today and grow with them through life's defining moments.

"The ‘Be Good at Life’ campaign is built on shared values among New York Life and our policy owners. We are owned by our clients and we exist to always be there for them,” said Kelli Parsons, Chief Communications and Marketing Officer, New York Life. "We provide expert guidance and solutions that empower people to make smart financial decisions that benefit them today and throughout their lives. We believe that financial security is attainable and liberates you to be good at life. The new campaign communicates this with an optimistic, breakthrough approach that is especially relevant and interesting to our growing number of Millennial clients."

“Be Good at Life” also addresses broader societal shifts in defining what it means to “live well.”

"Americans are increasingly interested in the quality of their lives today, in addition to the legacies they will leave behind," said Kari Axberg, Head of Brand Marketing, New York Life. "New York Life meets both needs, providing peace of mind for unexpected life events, as well as offering benefits for the moments in between – such as income to fund college or a business, buy a home, or enjoy retirement."

The campaign will debut on Saturday, September 17, 2016 with a set of :60-, :30- and :15-second television commercials, digital media, outdoor advertising and a reimagined company website, www.NewYorkLife.com. To present the financial security provided by New York Life in a fresh and unexpected way, the company tapped comedian Demetri Martin for the introductory commercial featuring parents experiencing one of life’s defining moments: childbirth. Martin lends his signature comedic talent to help New York Life demonstrate how having your financial future taken care of allows you to focus on life’s joyous events.

To learn more about the campaign and how to “Be Good at Life,” visit www.NewYorkLife.com or follow @NewYorkLife, #GoodAtLife on social media.

*A New York Life study showed that 75 percent of Americans do not have adequate life insurance coverage. Forty percent are underinsured and do not have enough life insurance coverage in place and 35 percent have no coverage at all. The 2013 survey was conducted by The Futures Company, an independent third party research company.

About New York Life
Committed to inspiring and enabling people to live better lives by helping them take control of their finances, 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 financial strength ratings currently awarded to any life insurer by all four of the major credit rating agencies.** Headquartered in New York City, New York Life’s family of companies offers life insurance, retirement income, investments and long-term care insurance. 

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Further Reading
  • Based on revenue as reported by “Fortune 500 ranked within Industries, Insurance: Life, Health (Mutual),” Fortune magazine, 6/17/16. For methodology, please see http://fortune.com/fortune500/.
  • Individual independent rating agency commentary as of 8/09/16.