# Lighthouse Life

> We helped a startup that buys life insurance policies from seniors rebrand itself as a compassionate advocate for the elderly.

- Canonical URL: https://abccreative.com/work/lighthouse-life
- Markdown URL: https://abccreative.com/work/lighthouse-life.md
- Capabilities: Research and Strategy, Branding and Design, Marketing and Advertising, Reporting and Analytics, Digital Marketing, Content Creation, Web Development, Video Production
- Hubs: Consumer
- Industries: Financial

## Tagline

Teaching Seniors How Settling Can be a Very Powerful Thing

## Intro

Many seniors fear running out of money more than they fear death. But most don’t know that they can sell their unneeded life insurance policies for cash. These transactions, called life settlements, are a powerful but little-known financial tool. Lighthouse Life, a startup with a different point of view, wanted to change all that.

## Strategy

In a largely transactional industry, we took a more empathetic approach, positioning the brand as one that advocates on behalf of seniors everywhere. This positioning not only reflected Lighthouse Life’s deeply rooted values of respect and transparency but also dramatically differentiated the company in the marketplace.

The comprehensive branding initiative, which was designed to speak to both consumer and B2B audiences, included a new identity, graphic standards, collateral, web banners, targeted emails, native videos and a website reskin.

## Success

The brand is attracting new prospects—not to mention venture capital. In the first three and a half months, the launch campaign sparked conversations on social media, generated more than 20 million impressions via online display and video ads, lifted conversions and click-through rates, and motivated an impressive 72% of viewers to watch the web videos from beginning to end.