Its new TV commercial “Empower What’s Next” brings the conversation to a national stage, departing from traditional financial services ads by using levity to break money taboos and confront everyday worries head-on, like the risk of outliving retirement savings or what happens when life doesn’t go exactly as planned. Developed in partnership with creative agency Pereira O’Dell, the spot highlights Empower’s advisory², planning and investment services, as well as the importance of real-live, objective advice and seeing a full financial picture with its real-time 360 degree financial dashboard.

Stephen E. Jenks, Senior Vice President and CMO of Empower says: “Now more than ever, people need help deciding what to do with their money – how to save it, where to spend it, what to invest in. We’re meeting those needs by re-energizing the Empower brand with a single rallying cry: we help people find answers, plain and simple. Our free financial tools, real-time advice and innovative technology help bring clarity and confidence to all life’s money moments – from saving today to taking on ‘What’s Next’ on your financial journey.”

A new kind of Currency

With $1.3T in defined contribution assets under administration³, Empower’s new site delivers an intuitive digital experience to meet the needs of its 17 million customers³, from individual investors and retirement plan participants and sponsors. A financial solutions provider, Empower serves people across the financial spectrum including mass market, mass affluent, and high net worth customers and continues to expand its offerings to meet the needs of individuals and employers, and through partnerships with independent financial advisors.

The Currency™, a personal finance publication powered by Empower and run by a team of writers and editors, delivers the financial news and views people need to know for life, work and play. The new site embodies the philosophy that financial security isn’t just about saving for a rainy day – it’s about living well now, while building a bright future.

“Our mission is to empower financial freedom for all, so we want to show up in all the places that people need help with their money, from the conversations they’re having at the dinner table to the first place they check for financial news on their phones,” says Jenks.

The brand revitalization comes on the heels of the company’s expansion in consumer wealth management with the launch of its Empower Personal Wealth division earlier this month.

The commercials will run nationwide across primetime, lifestyle networks, sports and news channels, as well as audio and digital partnerships. To check out the new TV ads “Live Forever” and “The Plan”, browse the latest articles on The Currency™ or subscribe to the newsletter, visit Empower.com.

ABOUT EMPOWER

Empower, a leader in financial planning, investing, and advice, is dedicated to creating financial freedom through people and technology. It administers approximately $1.3 trillion in assets for more than 17 million retirement plan participants and is the nation’s second-largest retirement plan recordkeeper by total participants.³ Connect with us on Empower.com.

1 Survey of 2,000 Americans commissioned by Empower, November 2021

2 Advisory services are provided for a fee by either Personal Capital Advisors Corporation (“PCAC”) or Empower Advisory Group, LLC (“EAG”) depending on your specific investment advisory services agreement. Both PCAC and EAG are registered investment advisers with the Securities and Exchange Commission (“SEC”) and subsidiaries of Empower Annuity Insurance Company of America. Registration does not imply a certain level of skill or training. Investing involves risk. Past performance is not indicative of future returns. You may lose money.

3 As of January 31, 2023. Assets under Administration (AUA) refers to the assets administered by Empower pursuant to service contracts, including recordkeeping, for retirement plans and participants, IRAs and other pension accounts. On August 1, 2022, Empower announced that it is changing the names of various companies within its corporate group to align the names with the Empower brand. For more information regarding the name changes, please visit http://www.empower.com/name-change.

Any reference to the advisory services refers to either Personal Capital Advisors Corporation (“PCAC”) or Empower Advisory Group, LLC (“EAG”). Advisory services are provided for a fee by either Personal Capital Advisors Corporation (“PCAC”) or Empower Advisory Group, LLC (“EAG”) depending on your specific investment advisory services agreement. Both PCAC and EAG are registered investment advisers with the Securities and Exchange Commission (“SEC”) and subsidiaries of Empower Annuity Insurance Company of America. Registration does not imply a certain level of skill or training. Investing involves risk. Past performance is not indicative of future returns. You may lose money. The information contained herein is being provided for discussion purposes only and does not constitute an offer to sell, or a solicitation of an offer to buy or sell securities. All visuals are illustrative only. © 2023 Empower Annuity Insurance Company of America. All rights reserved. “EMPOWER” and all associated logos, and product names are trademarks of Empower Annuity Insurance Company of America.