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Brighthouse Financial

To fuel engagement and conversion, financial advisors need to simplify complex financial topics. Brighthouse Financial (BHF) had a strong solution to share. It just needed simpler ways to reach core audiences of financial professionals and consumers alike.

Challenge

BHF had a strong offering of life insurance and annuities but a challenging message to convey. Even financial advisors needed more education to grasp the value BHF offers.

Solution

Pace developed thought leadership, paid and organic social content, emails, and a customer storytelling program strategy to simplify the message and connect more intentionally with core audiences.

Results

The program generated millions of impressions and more than twice the leads benchmarked. Even more importantly, it surpassed sales contribution goals by over 3x.

Brighthouse Financial social media content on multiple smartphone screens

Simplifying the complicated 

Because many of BHF’s annuity products must be sold by third-party financial professionals, the customer journey from general product awareness to conversion is particularly complex. Competing brands tried to make the path more straightforward by explaining how specific financial products worked. Pace developed a content program that highlights the wider benefits of annuities instead, showing how they could help financial professionals meet their clients’ goals.

Brighthouse Financial thought leadership content on a laptop screen
Brighthouse Financial thought leadership content on a computer monitor

Connecting through varied touchpoints 

Pace’s team developed a multichannel content strategy to get more traction with core audiences. This program spanned:

  • Thought leadership for professionals and consumers
  • Paid and organic social media that centered on connecting consumers and other financial professionals to the content hub
  • Member storytelling to show the value of seemingly complicated financial products
  • FAQs, dictionaries of important terms and other unique content types
Brighthouse Financial videos on a laptop screen

Engaging through educational content 

We also developed a series of videos that bring a human voice to complex topics. These videos, both for web and social formats, address some of the big questions members should be thinking about when selecting financial products.

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