Client Ask
A Fortune 100 financial services firm offering investment, advisory, and retirement solutions sought to evaluate competitors’ marketing strategies for in-plan lifetime income solutions within defined contribution (DC) retirement plans.
The client required comprehensive insights into competitor messaging, themes, and channels to assess alignment with its existing strategy and uncover opportunities for differentiation. The key challenge was to benchmark evolving market narratives while ensuring a consistent and competitive positioning across stakeholder segments.
Our Solution
Evalueserve conducted a structured competitive benchmarking study to provide a clear view of the evolving lifetime income marketing landscape:
Competitive Analysis
Identified and shortlisted key competitors, reviewing diverse sources including company websites, thought leadership content, brochures, and third-party databases to consolidate relevant marketing materials.
Benchmarking & Messaging Assessment
Analyzed competitor messaging across key dimensions such as value propositions, thematic narratives, target audiences, and communication channels to identify patterns, overlaps, and differentiation areas.
| Commonly used Lifetime Income Marketing Language |
Industry Players | |||||
|---|---|---|---|---|---|---|
| Client | Competitor 1 |
Competitor 2 |
Competitor 3 |
Competitor 4 |
Competitor 5 |
|
| “Retirement/lifetime income” |
✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| “Paycheck” | ✓ | ✓ | ✓ | ✓ | ✓ | |
| “Security” | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| “Guarantee” | ✓ | ✓ | ✓ | ✓ | ✓ | |
| “Pension” | ✓ | ✓ | ✓ | ✓ | ||
| “Promise” | ✓ | ✓ | ✓ | |||
| Emotional Appeals |
Industry Players | |||||
|---|---|---|---|---|---|---|
| Client | Competitor 1 |
Competitor 2 |
Competitor 3 |
Competitor 4 |
Competitor 5 |
|
| Anxiety – Fear – Uncertainty |
✓ | |||||
| Assurance – Security |
✓ | ✓ | ✓ | ✓ | ✓ | |
| Trust – Confidence |
✓ | ✓ | ✓ | ✓ | ||
Insight Synthesis
Consolidated findings into clear, actionable insights, highlighting industry standard language, audience-specific engagement approaches, and dominant communication channels.
Business Impact
-
Strategy Validation
Enabled the client to validate its lifetime income marketing strategy against competitors and broader industry practices.
-
Sharper Messaging Strategy
Provided visibility into emerging messaging themes to refine communication strategies across key stakeholder groups.
-
Stronger Market Positioning
Delivered actionable insights to strengthen market positioning and ensure consistency across plan sponsor, advisor, and participant communications.
Talk to One of Our Experts
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Overview & Impact
Evalueserve conducted a comprehensive competitive assessment that enabled the client decode how leading players position lifetime income solutions and turn insights into a stronger, more differentiated marketing strategy.