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Life Settlement Advisors

COMPANY
Life Settlement Advisors, LLC
LOCATION
Fishers, IN
INDUSTRY
Finance and Insurance
SERVICES
  • Voice and messaging workshop
  • Content marketing strategy
  • Blog writing
  • Website copywriting
  • Copyediting
  • Email marketing management
  • Social content writing

Life Settlement Advisors is a brokerage specializing in the life settlements market based in Fishers, IN. A life settlement is a relatively unknown financial arrangement in which an individual sells their life insurance policy to an investor. In most cases, LSA’s clients are seniors who either cannot afford to continue paying their premiums or are wealthy enough that paying premiums simply doesn’t make sense any longer. Most life insurance policies, when terminated, simply disappear; even if someone has paid into a policy for decades, once they choose to stop paying, all or most of that equity vanishes in an instant. That’s where LSA comes in; rather than surrendering the value of the policy, the insured can sell their policy to an investor (in the case of LSA, that’s usually a small certified investor). That investor pays a one-time fee to the insured, then takes over making payments. When the policy pays out, it’s the investor that receives the payout. In the meantime, an individual who was struggling to make life insurance payments gets to remove that financial burden while still getting a substantial payout to make up for years of paying insurance premiums. For the right individual, it’s a solution that can really work well.

Now, it’s not too difficult to see where messaging around this industry can become challenging. To many (ourselves included when we first began talking with LSA), the concept of someone dying and their life insurance policy paying out to an investor can seem a bit off-putting. That’s true even within the industry; there are some companies who deal in specific types of life settlements that involve terminally ill patients, and that is something most investment firms and financial advisors won’t touch with a ten-foot pole. And while LSA does not deal in those types of settlements (known as viaticals in the industry), they have a tremendous job in all of their marketing to not only educate people on the existence and benefits of the life settlement markets, but also to educate potential partners within the industry that they do not deal in viaticals.

We began working with LSA when they went through a website rebuild, and they needed some assistance polishing up their messaging. On the one hand, they needed to come up with clear, accurate, and still approachable messaging for seniors that would help them understand this option for selling life insurance policies. On the other, they needed to develop messaging specifically geared towards financial advisors, whose wealthier clients might also be good prospects for life settlements, that clearly and succinctly identified exactly what LSA offers—and what they don’t. From there, we’ve worked closely with LSA to develop and execute a content marketing plan that would help them increase their organic website traffic from seniors while targeting financial advisors on LinkedIn and via a monthly email newsletter. Over the course of several years, we’ve become a trusted partner to LSA, helping them to define their editorial calendars; to write blog content, email copy, social media posts, and more; to manage MailChimp and A/B test their email newsletters to increase open rates to as much as 14%; and to refresh web copy to help nurture leads down the funnel to a qualification calculator to help website visitors self-select as candidates for life settlements.

COMPANY
Life Settlement Advisors, LLC
LOCATION
Fishers, IN
INDUSTRY
Finance and Insurance
SERVICES
  • Voice and messaging workshop
  • Content marketing strategy
  • Blog writing
  • Website copywriting
  • Copyediting
  • Email marketing management
  • Social content writing

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