NEW YORK LIFE

Rebranding New York Life to expand its role in people’s lives and drive growth. The strategy didn't begin with messaging. It began by redefining what New York Life should instinctively mean to people (with FutureBrand).

SERVICES

Brand Strategy | Positioning | Verbal Identity | Messaging | GTM Strategy

THE CHALLENGE

NY Life built a legacy of trust as a leading life insurance company, but that perception limited its growth. Leadership wanted to expand the brand from a life insurance company to a trusted lifelong financial partner.

THE STRATEGY

Create a new brand strategy and positioning focused on New York Life’s relationship with clients at critical moments in their lives. By building a strong sense of partnership that was grounded in confidence and expertise, NY Life would be able to show its expanded products, offerings, and services and demonstrate its commitment to clients.

GAME-CHANGING EXECUTION

The rebranding generated positive results across customers and employees, and helped build strong financial results. New York Life reported record financials for 2023, with $3.1 billion in operating earnings, $31.9 billion in surplus, and $1.2 trillion in individual life insurance in force in the U.S. Top-line growth was led by company records in insurance sales and assets under management.