Brand Battles: Who’s Winning Consumer Awareness in Life Insurance?

Overview

Who Should Join

LIMRA and LOMA members who are in marketing, strategy or distribution

Highlights

Brand awareness has long been a critical success factor in life insurance — but in an increasingly fragmented and competitive market, staying top of mind is harder than ever. Join LIMRA as we unpack new research that explores which life insurance brands consumers recall most, what drives their awareness, and how advertising, product ownership, and reputation play pivotal roles. We'll highlight trends across demographics, showcase shifts since 2019, and examine what's working (and what's not) in building brand stickiness today. Whether you're in marketing, strategy, or distribution, this session will give you data-driven insights to sharpen your brand strategy and connect with the audiences who matter most.

Presenters

Richard Parkinson

Chief Brand and GRI Marketing Officer Prudential Financial, Inc.

Richard Parkinson

Chief Brand and GRI Marketing Officer Prudential Financial, Inc.

Richard Parkinson serves as chief brand and GRI marketing officer and is responsible for the design and performance of Prudential Financial brand and marketing strategy, driving growth for its global businesses and bringing the company’s purpose to life.

Parkinson and the team lead and manage brand advertising, media buying, sponsorship and social media for Prudential and PGIM. The team also comprises in-house creative talent to keep our brands fresh and memorable. All this is driven and supported by the teams in marketing analytics and insights, customer experience and operations. It is designed to ensure every customer interaction counts and helps the business grow.

Jennifer L. Douglas

Senior Research Director, Member Benefits, LIMRA and LOMA

Jennifer L. Douglas

Senior Research Director, Member Benefits, LIMRA and LOMA

Jennifer Douglas is part of a team responsible for implementing and managing processes to ensure the quality of LIMRA’s research program. She conducts and provides guidance on select research initiatives ensuring quality, integrity, and relevance to the industry. Douglas began her career at LIMRA in 1998 as an analyst in Product Research, where she shaped LIMRA’s long-term care insurance research program. She received her bachelor's degree in mathematics from Central Connecticut State University and her master's degree in research, measurement, and quantitative analysis from Southern Connecticut State University.

Tina Beckwith, MBA (Moderator)

Chief Marketing Officer, LIMRA and LOMA

Tina Beckwith, MBA (Moderator)

Chief Marketing Officer, LIMRA and LOMA

Leveraging deep expertise in brand and growth strategy, Tina Beckwith leads the marketing organization for LIMRA and LOMA. She plays a critical role in driving engagement and value for more than 700 member companies worldwide. As Chief Marketing Officer, she is responsible for shaping and executing enterprise-wide strategy across thought leadership, product marketing, brand, communications, and digital marketing - ensuring all efforts support the organizations' overall growth objectives. Within her scope of responsibility, Tina leads LIMRA's Lifetime Income Initiative business to create consumer and distribution awareness of the value annuities provide in securing protected lifetime income during retirement.

Prior to joining LIMRA and LOMA, Tina held senior leadership roles at MetLife and Aetna. Most recently, she served as Senior Vice President of Marketing and Communications at Beacon Health Options, an Elevance company. She holds a bachelor's degree in communications and marketing, as well as an MBA.