In August 2017, Brighthouse Financial launched as a US provider of life insurance and annuities. Without a dedicated salesforce to sell its products, it needed to appeal to financial advisers as well as the end users of its products and agreed a multi-year plan built on introducing its brand and establishing its relevance to the category. Marketing to ‘Secure Senior’ consumers was based on offering practical solutions to challenges such as market volatility. Communications to professionals was more brand and emotion-driven. Over a three-year period, the brand outperformed its awareness and consideration targets for both target groups. It estimates $4.97bn of sales during the period were attributable to marketing.