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Overview

Northwestern Mutual is a national leader in wealth, retirement, and insurance with ~$335B in client investment assets and $40B+ in surplus, carrying top financial-strength ratings. 

We were brought in to revamp their digital path and convert high-intent demand into advisor meetings and AUM at scale.

Challenges Before
Working with Jives

  • Messaging varied by channel and weakened consistency and trust.
  • Webinars and landing pages drew interest but did not translate into booked calls.
  • Legacy creative delivered flat click-through and rising cost per lead while fintech challengers gained ground.
  • Inbound demand did not become enough qualified advisor meetings.
Northwestern Mutual Ad
NWM ad

Our plan of action

  • One story across channels by unifying copy, creative, and proof on Google, LinkedIn, webinars, and the site.
  • Content magnets with retirement guides and playbooks to fuel ads and webinars and give prospects a reason to opt in.
  • Creative refresh with persona- and life-stage video and carousel sets and clear calls to action.
  • Faster path to booking with quicker pages and simpler forms to move from ad click to advisor calendar.
  • Measurement loop connecting GA4 and the CRM to tie sign-ups, MQLs, and appointments to specific campaigns.

Results After Working With Jives

  • 1,000+ MQLs acquired year to date across channels.
  • 2,650 webinar registrations driven by ads.
  • 400 intro calls booked with a 55% year over year increase in advisor meetings.
  • CTR 2.4x on refreshed creative versus legacy assets.
  • CPL down 38% without increasing media spend.
  • Advisor pipeline expanded, driving new policies and new managed accounts.
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