Meet the HENRYs

Client

Lincoln Financial Group

Date

2024

Project

Lincoln LifeGoals^® Marketing

Lincoln LifeGoals^® is an investment-focused variable universal life insurance product that continues Lincoln Financial’s legacy of innovation. The company sought out the help of Substance to promote the product in the marketplace and break through with financial professionals.

Challenge

Break free from the product marketing clutter to build interest in Lincoln LifeGoals^® among financial professionals.

Insight

Lincoln LifeGoals^® doesn’t just represent an innovative solution – it represents an opportunity for financial professionals to engage their next major client base.

Substance

Help financial professionals “Meet the HENRYs” – High Earners who are Not Rich Yet – and show how the features of Lincoln LifeGoals^® can uniquely serve this client base.