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New York Life Microsite Plays to Changing Consumer Attitudes

The GuaranteesMatter site uses rich media to contexualize the financial crisis, emphasize historical strength of mutuals and suggest solutions for addressing lowered 401(k) balances and other financial protection concerns.

New York Life has launched, which the company describes as a rich media experience that offers consumers educational and planning materials to help them navigate a changing financial landscape. The site is tailored to address changes in consumer appetite for financial products in the wake of the financial crisis and recession.

GuaranteesMatter utilizes animated videos, interactive tools and topical content emphasizing the theme "a promise made is a promise kept." The site features two interactive components in the form of brief but detailed surveys that engage consumers about their financial goals and current financial situation. The site's "Retirement Maximizer" and "Guaranteed Solutions Explorer" provide personalized results that guide users to tailor-made plans for achieving their goals, according to a New York Life source.

The site contains four sections. A "Navigating Volatility" section details the events that led up to the 2008 financial crisis, why New York Life neither needed nor accepted any government assistance in the wake of the financial crises and what this means for policyholders. The site's "Guaranteed Solutions" section explores the different ways to address negative effects of lowered 401(k) balances and financial protection concerns. "A History of Financial Strength," emphasizes the success and stability of mutually owned insurers, and New York Life in particular, across challenging periods in history. A "New York Life Community" section focuses on stories of agents' interaction with families and businesses, as well as providing information on finding New York Life agents locally.

"In a time when we believe more consumers are looking to save rather than spend, to mitigate risk rather than shoot for the big return, this site identifies a customized solution set for consumers when there are no more important words than 'guarantees matter'," comments Ken Hittel, vice president, Corporate Internet Department, New York Life. "By engaging this interactive website, consumers will find customized solutions from a company that is continuing to deliver guarantees that matter."

Anthony O'Donnell has covered technology in the insurance industry since 2000, when he joined the editorial staff of Insurance & Technology. As an editor and reporter for I&T and the InformationWeek Financial Services of TechWeb he has written on all areas of information ... View Full Bio

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