Indexed Annuities Leadership Council
Brief
The Indexed Annuities Leadership Council (IALC) is a consortium of life insurance carriers offering fixed indexed annuities. The products are largely misunderstood in the market, so the IALC partnered with Vested to shift perceptions of the product themselves – not any particular member firm.
Approach
Vested developed a holistic marketing and communications program centered around storytelling and a microsite providing detailed information – pros and cons – of the product, for whom they might be a fit, and other important considerations. The site is strategically written and marketed with consumer intent in mind. Vested supported this microsite through inbound advertising, as well as thought leadership content for the IALC’s Executive Director.
Results
The microsite has extremely high engagement, with visitors downloading a printable format of the FAQs to prompt informed conversations with financial professionals. Further, media sentiment around the fixed indexed annuities product has improved significantly in Vested tenures. Despite the pandemic, member firms report strong indexed annuities sales in 2020.
Coverage
Execution
