Establishing the expertise of
With millions of baby boomers retiring every year, financial institutions are jockeying for their share of the nest egg business. So Transamerica entered a crowded field when it launched SecurePath℠, a subsidiary dedicated to helping people navigate both the financial and life transitions that come with retirement.
Transamerica knew it needed a high-visibility campaign to capture public attention for SecurePath. So the insurance giant turned to Padilla Speer Beardsley, which swiftly engineered a strategy that included a marquee promotional vehicle: A national survey of consumer attitudes toward retirement.
The survey yielded some major revelations. Rather than feeling uncertain about the future, for instance, most baby boomers believe they can easily adapt to the lifestyle changes that accompany advancing age, such as leaving the workforce and perhaps giving up the family home for a down-sized dwelling.
But while boomers might be emotionally equipped to deal with retirement, the SecurePath-sponsored research provided a reality check on the financial front. The survey showed that boomers generally underestimate how much income theyÂ’ll need to live comfortably in retirement, especially considering that many of them may live 20 to 30 years after they quit work.
The survey's findings made headlines across the nation, including stories in SmartMoney Magazine, U.S. News & World Report, National Underwriter and The Christian Science Monitor.
In total, the survey garnered 40 million media impressions for SecurePath, quickly establishing its expertise in retiree money management.