The Marketing Edge

AIG Shares 12 Tips for Generational Outreach

Adds resources to help advisors pinpoint life-insurance solutions based on age, gender and generational profile

Debuts an innovative new tool: Generation Matters

HOUSTON, March 15, 2018 — American International Group, Inc. (NYSE: AIG), whose domestic life insurers are leaders in the U.S. life insurance market, today shared 12 tips for generational outreach and announced Generation Station, a new online tool to help financial professionals pinpoint, in mere seconds, potential types of life insurance solutions based on a client’s age, gender, and just a few other attributes. The tool and related resources are available at

“According to LIMRA’s most recent U.S. life insurance ownership study, more than 37 million American families are completely uninsured and an estimated 60 million American households need additional life insurance,” said Kirsten Lees, Vice President of Channel Marketing, Life and Retirement, AIG. “To help financial professionals fill the gap, we’re providing the new online tool along with data, insights and talking points they can use to efficiently tailor approaches to each client in any generation.”

Industry professionals may use the Generation Station tool to supplement knowledge gleaned from their own comprehensive financial assessment of each client. To further support outreach and service by distribution partners, AIG offered the following tips, with the caveat that definitions of generational boundaries vary by source and, regardless of any labels that may seem to fit, every client deserves a customized approach.

Millennials (born 1980-2000)

Go digital. Acknowledge preferences to access information, people and products online.
Make it quick and easy. Provide Millennials with time-saving resources they can access virtually anytime, anywhere, such as online calculators, checklists and quoting tools.

Include the client’s inner circle. Focus on individual needs while understanding that Millennials may crowdsource for information.

Be transparent. Having grown up in a time when fact-checking can happen almost instantaneously, Millennials can be quick to spot inauthenticity. To help win them as clients and referrals, be yourself.

Generation X (born 1965-1979)

Initiate research. Gen Xers have had ample time to learn how to make informed purchasing decisions. Substantiate your claims with research and stats from a variety of nonbiased sources.

Give control. Many Gen Xers are leaders in both the home and the workplace. Allow them to be in the driver’s seat and not in a position to feel painted into a corner. Consider multiple choices and worst-case-scenario options that offer clients a way out.

Be succinct. Gen Xers are known for their work ethic and some also serve long hours as a primary caregiver to an aging parent. Rather than giving a lengthy pitch, focus on results.
Remain connected. Millennials aren’t the only consumers who research their purchases online. Use technology with Gen Xers to empower decision-making.

Baby Boomers (born 1946-1964)

more than 37 million American families are completely uninsured and an estimated 60 million American households need additional life insurance

Meet one-on-one. Respect client needs for face-to-face interactions. Create in-person opportunities to get to know as much as you can about each prospect – his or her family, interests, birthday and more.

Show professionalism. Boomers have reached the age by which they’ve likely earned key credentials and achievements, so acknowledge theirs and share your own, as well as those of affiliated organizations.
Think big picture. Boomers face potentially long retirements. Recommend a tailored, long-term plan that is specific to each client’s unique needs and situation.

Focus on the team. In the classic “we’re in this together” spirit, concentrate on common goals and how your recommendation will add value — you are on their team.

To utilize the Generation Station tool and access additional resources to help serve individual generations successfully, visit For more information about AIG, visit




American International Group, Inc. (AIG) is a leading global insurance organization. Founded in 1919, today AIG member companies provide a wide range of property casualty insurance, life insurance, retirement products, and other financial services to customers in more than 80 countries and jurisdictions. These diverse offerings include products and services that help businesses and individuals protect their assets, manage risks and provide for retirement security. AIG common stock is listed on the New York Stock Exchange and the Tokyo Stock Exchange.
Additional information about AIG can be found at| YouTube: | Twitter: @AIGinsurance | LinkedIn: These references with additional information about AIG have been provided as a convenience, and the information contained on such websites is not incorporated by reference into this press release.
AIG is the marketing name for the worldwide property-casualty, life and retirement, and general insurance operations of American International Group, Inc. For additional information, please visit our website at All products and services are written or provided by subsidiaries or affiliates of American International Group, Inc. Products or services may not be available in all countries, and coverage is subject to actual policy language. Non-insurance products and services may be provided by independent third parties. Certain property-casualty coverages may be provided by a surplus lines insurer. Surplus lines insurers do not generally participate in state guaranty funds, and insureds are therefore not protected by such funds.