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May 03, 2016

Securian “LIFT” campaign shows clients benefits of permanent life insurance as part of financial strategy

ST. PAUL, Minn.--(BUSINESS WIRE)--With indexed universal life (up 15 percent) and whole life (up 9 percent) driving life insurance sales growth in 20151, Securian Financial Group has developed a comprehensive marketing campaign to help advisors and agents show clients the benefits of permanent life insurance as part of their financial strategy.

Called LIFT, short for “Life Insurance as a Financial Tool,” the campaign consists of numerous client-facing education materials and tools, including:

  • Videos helping clients understand how permanent life insurance is a key tool in each phase of life—accumulation, distribution and estate maximization.
  • A calculator demonstrating how using cash value life insurance and other assets can lower or raise a client’s effective tax rate.
  • Brochures, a presentation and seminar and webinar invitations.

The microsite also includes materials for training financial professionals.

“Clients need a diverse set of financial tools to help maximize their assets and minimize their taxes,” said Andrea Mack, Securian’s director of individual life product promotions. “Our LIFT campaign will help advisors and agents show clients how permanent life insurance can protect their family, provide supplemental retirement income and efficiently pass on their estate.”

All LIFT campaign materials and tools are complimentary to financial professionals and available at

About Securian Financial Group

Since 1880, Securian Financial Group and its affiliates have provided financial security for individuals and businesses in the form of insurance, investments and retirement plans. Now one of the nation’s largest financial services providers, Securian is the holding company parent of a group of companies that offer a broad range of financial services.

1. LIMRA Press Release, March 17, 2016: LIMRA Reports U.S. Individual Life Premium Increases 6 Percent in 2015
Please keep in mind that the primary reason to purchase a life insurance product is the death benefit. Life insurance products contain fees, such as mortality and expense charges, and may contain restrictions, such as surrender periods.
Insurance products are issued by Minnesota Life Insurance Company in all states except New York. In New York, products are issued by Securian Life Insurance Company, a New York authorized insurer. Both companies are headquartered in Saint Paul, MN. Product availability and features may vary by state. Each insurer is solely responsible for the financial obligations under the policies or contracts it issues.

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Contact Info

Jeff Bakken

Media Relations