New Website and Refreshed ‘Life Happens’ Brand Help Optimize Consumer Outreach
ARLINGTON, Va., Feb. 21, 2014 – Marking its 20th anniversary year, the LIFE Foundation today unveiled a revamped brand and website to speak more directly to the millions of Americans who are inadequately insured, through a message they can intuitively understand. The effort includes a new, completely redesigned website, as well as a refreshed brand and logo that represent the latest chapter in the organization’s efforts to inspire the public to take personal financial responsibility through the ownership of life insurance and related products. Going forward, the organization will be known as Life Happens, a nonprofit organization.
“In the 20 years since we were first founded, a lot has changed in how we communicate to and interact with the public, and it made sense to align our organization with how people have come to best know us—through our online presence,” said Marvin H. Feldman, CLU, ChFC, President and CEO of the nonprofit organization Life Happens. The new brand links Life Happens with its strongest assets – the LifeHappens.org educational website and social-media properties – which are some of the most trusted sources of unbiased, third-party insurance information. The change enables Life Happens to better leverage these online destinations and extend its consumer educational efforts, while providing producers and companies with even more resources tailored to their marketing needs.
“To continue to execute our mission to educate the public, we knew we needed to focus our efforts where consumers are, which is online, and through a message anyone can relate to,” added Feldman. “Life Happens is a powerful statement that reflects the importance of planning ahead for both the good and the bad and offers us even more opportunities to provide valuable educational resources to both consumers and the insurance industry.”
The new Life Happens brand is also complemented by a new logo that – with the help of miniature characters – offers flexibility to represent the unpredictability of life and the different types of people who can benefit from proper insurance planning when facing the unexpected.
The new Lifehappens.org
As part of its new branding effort, the organization rebuilt its website from the ground up with the consumer in mind, making it easy for people to quickly find the information and answers they need to help them make smart insurance buying decisions. The redesigned lifehappens.org is mobile friendly and prominently features a new, interactive planning tool to help visitors find insurance information based on their specific stage in life. The site also makes it easy to find Life Happens’ most popular online insurance needs calculators as well as stories from real people, who are featured in videos throughout the site and help convey the emotion behind the reason to purchase an insurance policy.
In addition to simplifying the consumer experience on the site, Life Happens also created a distinct online destination for industry professionals to make it easier to find the information, marketing resources and customizable tools that are relevant for them. Industry professionals and producers can access the site by clicking on the “Company and Agent Resources” button on the homepage or via lifehappens.org/industry.
The majority of the industry resources are exclusively available for Life Happens members and associated industry professionals and producers who create a profile and register through the site. Those interested in learning more about the benefits of Life Happens membership can visit www.lifehappens.org/becoming-a-member-company/
“We are able to reach far more people, far more effectively online than ever before and we want to continue to enhance our digital destinations and social communities so that consumers and the industry can access our robust educational tools and information any time and wherever they are,” added Feldman.
About Life Happens
Life Happens is a nonprofit organization dedicated to helping consumers take personal financial responsibility through the ownership of life insurance and related products. The organization does not endorse any product, company or insurance advisor. Since its inception in 1994, Life Happens has provided the highest quality, independent and objective information for people seeking help with their insurance buying decisions. The organization supports the insurance industry by providing marketing tools and resources and convening the industry each September for Life Insurance Awareness Month. Life Happens is supported by more than 140 of the nation’s leading insurance company and financial services organizations. To learn more, visit www.lifehappens.org.