Everly Life
The Problem
Millennial families need life insurance, but they’re allergic to insurance jargon and boring marketing that dominates the category, leaving them chronically under-insured. Yet having life insurance is one of the most important choices they can make towards financial security.
Universal life insurance combines financial growth and protection, and can be a great financial security option if you start early. Traditionally, the product is sold through agents and intentionally complicated. Everly Life wanted to simplify Universal Life through a fully digital D2C product that millennials could confidently buy and manage for themselves online. But when they came to us, all they had was a name.
The Solution
We knew that Millennials think about death differently than the category, so we positioned the brand to face death head on as part of a financial strategy for better living while you’re alive.
Working with Everly’s performance marketing team, we created a launch campaign with Grimmy, our mascot that disrupted traditional thinking about what life insurance can look like. We then built a consumer experience that simplified the product offering, enabling clarity and transparency through tools to help them make confidence choices, including a universal life coverage calculator that clarified the benefit opportunity.
The Work
Agency: Madwell
Positioning, campaign development, consumer experience (mobile/web/social), go-to-market strategy
Impossible Foods: Introducing meat from plants.
Everly: Life insurance made for living.
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Introducing The Bell, a Taco Bell hotel.