New York Life’s ‘The Assist’ celebrates the power of guidance

New York Life | May 28, 2026

A new short-form docuseries explores how coaches, mentors and family members shape not only athletic careers, but financial futures, too.

New York Life’s “The Assist” is a short-form docuseries featuring U.S. Men’s National Soccer Team players Tyler Adams, Tim Ream and Matt Turner. It spotlights the coaches, mentors and family members who helped them succeed, and connects that idea of guidance to the role New York Life agents and advisors play in helping people plan for their futures

One great play can change a game, but a coach, mentor or family member can change a life.  

On May 28, 2026, New York Life launched “The Assist,” a short-form docuseries timed to coincide with this summer’s major international soccer tournament. The series goes beyond on-field performance to celebrate the coaches, mentors and family members whose belief helped three U.S. Men’s National Soccer Team (USMNT) players reach the world stage and reflects the role New York Life agents and advisors play in helping people plan for their futures. 

New York Life’s latest Wealth Watch research supports that idea: 92% of American adults say a coach or mentor helped them build skills that still benefit them today, and 78% say that early guidance had a positive impact on their financial situation. 

What is ‘The Assist’ docuseries?

“The Assist” is a six-film docuseries featuring USMNT players Tyler Adams, Tim Ream and Matt Turner, each reuniting with the people who believed in them before they believed fully in themselves. The films were shot in the communities that shaped each player’s life and capture candid, unscripted conversations. 

Tyler Adams

Adams reconnects with former teammate Bradley Wright-Phillips, who set the standard when Adams entered a professional locker room as a 15-year-old rookie. The film also explores Adams’ relationship with his brothers, Donavon, Dylan, and Darryl, who pushed each other to keep growing. 

Tim Ream

Ream returns to the St. Louis warehouse where coaches Tommy Howe and Kevin Kalish helped build the fundamentals that still define his game. He also credits his wife, Kristen, whose perspective and support have helped sustain one of the longest careers in U.S. soccer. 

Matt Turner

Turner revisits his path from walk-on goalkeeper to international star alongside coach Javier Decima, who helped him see his potential long before he could see it himself. He also credits his sisters, Kelly and Michelle, who encouraged him to get in goal and stay there. 

“I wouldn’t be where I am today without the many coaches, mentors, teammates and family members who believed in me on this journey,” said Tim Ream, a captain of the USMNT. “I’m proud to be part of New York Life’s ‘The Assist’ because it honors those relationships and highlights the importance of having a strong support system to help you achieve your dreams.” 

Why does early coaching and mentorship matter for long-term success?

The impact of a coach or mentor extends well beyond any single skill or season. New York Life’s latest Wealth Watch survey, conducted in March 2026 among 2,204 U.S. adults, found that people who had a meaningful coach or mentor report lasting effects on their confidence, character and ability to pursue long-term goals. 

• 76% of adults believe coaches and mentors are important in shaping long-term success 

• 63% say their coach or mentor was most impactful because they believed in them and encouraged them 

• 91% say their coach or mentor increased their confidence in pursuing long-term goals 

• Lasting benefits include self-confidence (67%), leadership skills (54%) and resilience (45%) 

These relationships also tend to endure: nearly half of respondents (44%) said their coaching relationship lasted at least three years, and nearly one in four (21%) said it is still ongoing. 

How does coaching and mentorship connect to financial well-being?

The research also found a measurable link between early guidance and financial preparedness later in life. People who had a meaningful coach or mentor are significantly more likely to have a financial strategy in place as adults. 

• 66% of adults who had a coach or mentor have a financial strategy in place, compared to 48% of those who did not

• Adults who work with a financial advisor are more than twice as likely to currently have someone they consider a coach or mentor in their lives (35% vs. 15%) 

• 78% say early coaching and mentorship positively impacted their financial situation 

“At New York Life, we know the biggest wins, on the field or in life, are rarely accomplished alone,” said Aaron Ball, executive vice president and head of the Foundational Business at New York Life. “That belief is at the heart of our brand and reflected in what our 12,000 agents and advisors deliver every day: guidance, partnership and the kind of ‘assist’ that helps people move forward with confidence. ‘The Assist’ is a powerful expression of how the right support from a trusted advisor can help our clients achieve more together.” 

Who has access to quality coaching and mentorship?

Despite the well-documented benefits, access to meaningful coaching and mentorship remains uneven. Only 51% of adults believe high-quality coaching is accessible to young people today. Among those who lacked access growing up, nearly three in five (58%) say it affected their life trajectory. Among those who lacked access, the most common effects were lower earnings (21%), lower confidence in their abilities (21%), and less guidance on school or career choices (18%) 

What is New York Life doing to expand access to coaching?

“The Assist” reflects New York Life’s broader commitment to guidance and coaching. The New York Life Foundation has committed $15 million over three years to developing the next generation of coaches and mentors through its Coaching the Future initiative. “The Assist” will also be supported by community events, youth soccer clinics and other experiences tied to this summer’s international tournament. 

The initiative also reflects the company’s broader “More powerful, together” brand promise and the company’s belief that guidance-led financial planning and the right advisor relationship, like the right coach, can change the trajectory of a life.  

Where can I watch ‘The Assist’?

All six films are available at newyorklife.com/theassist. Content will continue to roll out across New York Life’s owned and social channels in the weeks surrounding this summer’s competition.

Frequently Asked Questions

What is ‘The Assist’? 

“The Assist” is a short-form docuseries that looks beyond performance on the field to the people who made it possible. The series, which has debuted at www.newyorklife.com/theassist, features U.S. Men’s National Soccer Team players Tyler Adams, Tim Ream and Matt Turner alongside the coaches, mentors and family members who believed in them early and helped shape their path to the world stage. 

What is the connection to this summer's international soccer tournament?  

New York Life is a lead sponsor of U.S. Soccer and the U.S. Men's National Soccer Team. “The Assist” connects the excitement of the tournament to a deeper story about the guidance and support that help people, athletes and everyday Americans alike, reach their potential.  

Is ‘The Assist’ intended to be a one-time campaign or a long-term platform?  

“The Assist” builds on our work with the U.S. Women’s National Soccer Team last year and is the latest chapter in our partnership with U.S. Soccer. We are exploring opportunities to expand to additional players, teams and even other sports while continuing to tell stories centered on mentorship and guidance. 

What is New York Life's relationship with U.S. Soccer, and how long has the partnership been in place?  

New York Life has been a lead sponsor of U.S. Soccer and the U.S. Men's National Soccer Team since 2024. More information about the partnership is here.  

How does ‘The Assist’ campaign support New York Life's business strategy?  

New York Life's brand promise, "More powerful, together," is at the heart of how the company operates, from its mutual structure to the relationships its agents and advisors build with clients and communities every day. "The Assist" is a values expression of that promise, using a global cultural moment to demonstrate what long-term guidance and partnership look like in practice. The campaign reinforces New York Life's positioning as an advice-led company and supports our focus on trusted, relationship-driven financial guidance.