Challenge

Bentley Life Settlements provides seniors with the opportunity to sell or "settle" their life insurance policy when they no longer need it or no longer wish to pay the premiums. In the past, the only option was to allow the policy to lapse at no value, or surrender it for pennies on the dollar to the life insurance company.

While the Supreme Court had ruled that a life insurance policy is private property that an individual has the right to sell, consumers were still largely unaware of the concept of life settlements.

This consumer naiveté coupled with the lack of sophistication and lack of clarity about the process in our client's sales materials was hindering their ability to gain attention from prospects and close sales.

Further, competition was increasing, as this was becoming a more mainstream product. Several competitors were divisions of larger organizations with solid reputations and healthy marketing budgets.

Our challenge was to find the Sales Moment for Bentley Life Settlements' prospects and play that messaging through all of their marketing vehicles. At the same time, we had to elevate the visual portrayal of this client to match the sophistication of their brand.

We positioned Bentley Life Settlements as the company to count on for the truth about life settlements with copy that shed light on misconceptions about the industry and answered the questions most on prospect's minds. Clear charts and tables outlined Bentley's process and timing to eliminate the mystery about this seemingly too-good-to-be-true product.

Results

The launch of this brand immediately elevated Bentley Life Settlements to equal or better visual footing with even the largest competitors. And, the clear, honest copy in everything from their prospect letters to advertisements to their website, was the essential experience that their target audience was craving.

For further information contact:

Paul Blakely
212-243-2022 Ext. 302

paul@thejamesgroup.com