New York Life unveils new advertising campaign, “Start a plan that flexes with yours.”

Press Release

Builds on the “Be Good at Life” Brand Campaign – by Highlighting How Life Events Change Life’s Plans – and that New York Life Agents Stand Ready to Help 

New Online Engagement Tool Allows Consumers to Build Their Own Plans and Offers Flexible Solutions for Getting Started

NEW YORK, March 5, 2018 – New York Life announced today a new national advertising campaign, “Start a Plan that Flexes with Yours,” to showcase that the solutions New York Life provides flex with consumers’ ever-changing needs.  The new advertising is an extension of the brand campaign, “Be Good at Life,” which is aimed at inspiring and enabling people to live better lives by assisting and encouraging them to take control of their finances.

“Start a Plan that Flexes with Yours” is grounded in consumer research conducted by New York Life. The research found 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 advertisements highlight 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, 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,” added Axberg.  

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 nationally today, 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 is an online engagement tool.  It allows website visitors to create their own personalized plan and it offers educational material to get started.   Please view link here,

The new television commercials can be viewed here:

About New York Life

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 currently awarded to any life insurer from all four of the major credit rating agencies: A.M. Best (A++), Fitch (AAA), Moody’s Investors Service (Aaa), Standard & Poor’s (AA+).**  Headquartered in New York City, New 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.  Other New York Life affiliates provide an array of securities products and services, as well as retail mutual funds.  Please visit New York Life’s website at for more information.  

Media Coverage

Brand Channel - The Plan’s The Thing: New York Life Extends ‘Be Good at Life’ Platform—3/5/2018

Media Post - New York Life Highlights How Life Events Change Plans—3/9/2018

Life Annuity Specialist - New York Life Launches New Ad Campaign Highlighting Flexibility—3/9/2018

  • Based on revenue as reported by “Fortune 500 ranked within Industries, Insurance: Life, Health (Mutual),” Fortune magazine, 6/12/17.  For methodology, please see
  • Individual independent rating agency commentary as of 8/1/17.
  • ***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.