"Customers think about family, security and the future - not products and policy features."
- Louise Colley - Zurich UK
Zurich has announced the launch of a new advertising campaign built around reframing perceptions of life insurance to focus on preparing for more life.
The campaign aims to reframe the industry's traditional focus on life's end and instead celebrate the moments that matter most in people's lives.
Zurich says it believes customers are more focused on the people they care about and the milestones still to come, and that there is an opportunity to engage more customers with protection by focusing on the security and peace of mind that it can provide.
The campaign centres on birthdays, exploring how protection can support customers year after year through celebrations from the UK, Italy and Japan.
It will run across TV, video-on-demand, radio, digital and out-of-home advertising throughout November 2026, including during the final of The Great British Bake Off, live international and Premier League football coverage, and advertising placements at Bank station in London.
This follows the recent launch of Zurich LifeVault, a digital service designed to help customers protect life and legacy planning documents, and the launch of Zurich’s Empathy Loss Support earlier this year, which offers bereavement support to families navigating the loss of a loved one.
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"Life insurance is often viewed through the lens of what happens at the end of life, but for most people it's really about everything that happens before that," Louise Colley, director of retail protection at Zurich UK, said.
"Customers think about family, security and the future - not products and policy features. That's why we've focused this campaign on the moments and milestones that matter most to customers.
"We've also chosen to place the campaign in environments where families and communities come together, helping us connect these messages with audiences already thinking about shared experiences and important life moments.
"Creating better customer outcomes starts with understanding people, not just policies. When we connect with what matters most in people's lives, protection becomes more meaningful, accessible and relevant.
"Importantly, the campaign also brings our strengthened customer proposition to life, showcasing services such as Empathy Loss Support and Zurich LifeVault, and helping more customers understand and make use of the practical, emotional and wellbeing support available through Zurich."
