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Industry-powered strategic marketing campaign designed to increase Gen Xers awareness of the value annuities provide in delivering protected lifetime income, and to grow the number of financial professionals recommending them.

WINDSOR, Conn., Feb. 12, 2026 --- LIMRA today announced the launch of its Lifetime Income Initiative, a bold, industry-powered campaign designed to expand awareness and education around protected lifetime income with annuities positioned as a cornerstone of U.S. retirement security. The initiative aims to help 65 million Gen-X Americans retire with confidence by equipping financial professionals and consumers with practical support to guide planning toward sustainable, protected income strategies.

“Millions of Americans are entering retirement with more responsibility and fewer guarantees than ever before,” said Tina Beckwith, Chief Marketing Officer of LIMRA. “Our goal is to make retirement income planning simpler to understand and easier to act on so families can approach the next stage of life with clarity and confidence.”

The initiative is designed to address these gaps by bringing carriers, independent brokerage, asset managers, wirehouses, and independent broker-dealers together around a shared mission: to elevate how retirement income is understood, delivered, and experienced across the industry.

“Gen X is the next generation set to retire, and our industry has a unique opportunity – and responsibility – to help them navigate a retirement landscape that looks nothing like that of previous generations,” said Jennifer Burlingame, Chair of the Lifetime Income Initiative Advisory Board and Managing Director at Prudential Financial. “This initiative gives financial professionals the tools, insights, and support they need to have meaningful retirement conversations about protected income strategies – changing it from being a complex concept into an accessible and actionable element of Americans’ financial planning.”  

Consumer Education

The heart of this initiative is Own Your NeXt, LIMRA’s integrated consumer education campaign, which reframes retirement planning as an opportunity to help Gen X understand how professional guidance and protected income solutions can create stability and confidence. Through relatable storytelling, research-backed insights, and accessible educational content, the campaign will highlight how professional advice and protected income solutions can help create stability, flexibility, and confidence.

A key part of this effort is LIMRA’s monthly podcast partnership with Jean Chatzky of HerMoney Media, which serves as a catalyst for broader, ongoing consumer conversations around retirement readiness throughout the year.

Visit www.limraconsumer.com to learn more about the consumer tools.

Financial Professionals Resources and Insights

For financial professionals, LIMRA will enhance training and field engagement to advance retirement income conversations and help bridge the understanding gap around annuities with their clients. A national roadshow to share insights and best practices with financial professionals is planned, as well as the Retirement Lab Symposium to be held in the fall, offering hands-on opportunities to test ideas, compare approaches, and standardize best practices that will improve client retirement outcomes.

The initiative will also convene a powerful cross section of the retirement industry’s ecosystem, at LIMRA’s Best Minds Retirement Symposium, held this June in Boston. The invitation-only event is meant to encourage candid, solutions-oriented discussion on consumer needs, industry innovation, and a more impactful financial professional experience. The symposium will culminate with a town hall meeting of C-suite executives where we will identify the industry’s most critical retirement challenges and commit to a shared roadmap that elevates retirement security for millions.

Alongside this effort, LIMRA’s Retirement Income Institute and its team of Fellows who are respected experts in their fields from both academic and industry backgrounds, will continue to expand their research into what impedes Gen X households from focusing on retirement income planning. Research will include topics like market volatility, cognitive decline, and rising healthcare and long-term care costs, and will translate into guidance for consumers and advisors.

Visit www.limrafinpro.com to learn more about resources for financial professionals.

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