Several prominent life insurance firms have introduced Pinterest pages to increase engagement with prospects and clients. Currently, the most popular content on insurers’ Pinterest pages are stills from commercials, infographics, inspirational quotes and company photographs. Inside, we highlight a few Pinterest pages from insurers tracked by our Life Insurance Monitor research service. These include Genworth, Nationwide and Northwestern Mutual. We also offer basic tips for insurers looking to build a Pinterest presence.

1. COPYRIGHT 2014 CORPORATE INSIGHT, INC.
IS THE LIFE INSURANCE INDUSTRY PINNING?
AUTHOR: JOAN KAGAN
PUBLISHED: FEBRUARY 2014
PINTEREST

2. ABOUT CORPORATE INSIGHT
Connect With Us
Corporate Insight provides competitive intelligence and user experience research to the nation’s leading
financial institutions. For over 20 years, the firm has tracked technological developments in the financial
services industry, identifying best practices in online banking and investing, online insurance, mobile
finance, active trading platforms, social media and other emerging areas. There are no assumptions in
Corporate Insight’s work – we use live accounts at all of the firms we research, providing our clients with
unparalleled, unbiased intelligence on the competition.
AUTHOR
JOAN KAGAN
Research Associate
Annuity and Life Insurance Monitor
jkagan@corporateinsight.com
MEDIA INQUIRIES
Joshua Grandy, Director of Public Relations:
(646) 876 7524
pr@corporateinsight.com
Press Coverage
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3. TABLE OF CONTENTS
3
 Introduction
 Pinterest Page Reviews
o Genworth
o Nationwide
o Northwestern Mutual
 Five Pinterest Tips for Life Insurers
 Corporate Insight Thought Leadership

4. INTRODUCTION
4

5. 5
INTRODUCTION INTRODUCTION
Several prominent life insurance firms have
introduced Pinterest pages to increase
engagement with prospects and clients.
Currently, the most popular content on insurers’
Pinterest pages are stills from commercials,
infographics, inspirational quotes and company
photographs.
Like most Pinterest users, Life Insurance firms
rely heavily on pinning content that exists
elsewhere. This serves to raise the visibility of
their products and to drive traffic back to their
website. As Pinterest evolves and adds new
advertising capabilities, we expect it to become a
more powerful tool not only for insurers, but
firms across financial services.
Inside, we highlight a few Pinterest pages from
insurers tracked by our Life Insurance Monitor
research service. These include Genworth,
Nationwide and Northwestern Mutual. We also
offer basic tips for insurers looking to build a
Pinterest presence.

6. WHY PINTEREST?
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 Reaching the Underinsured Female Demographic
o Women are four times as likely as men to be on Pinterest (Pew Research Center).
 New Advertising Opportunities
o Promoted Pins feature debuted in September.
 Unmatched User Growth
o Percentage of online adults who use Pinterest grew from 15% in 2012 to 21% in
2013, outpacing all other major social networks (Pew Research Center).
INTRODUCTION

7. PINTEREST PAGE REVIEWS
GENWORTH
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GENWORTH PINTEREST STATS
Followers: 118
Boards: 13
Pins: 254
Visit: pinterest.com/genworth/
*As of 1/31/2014

8. VISIBILITY AND PROMOTION
8
GENWORTH
 Genworth’s public site footer promotes and links to the Pinterest page.
 Genworth recently updated its Newsroom page to include linked
Pinterest and Follow me on Pinterest icons.
Genworth Public Site Newsroom
Genworth Public Site Footer

9. CONTENT
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 Genworth uses its Pinterest to
appeal to two key Life Insurance
prospect demographics:
1. Women
2. Families
 Genworth has commissioned
female bloggers to write personal
posts about the importance of
purchasing life insurance for
themselves and their spouses.
o Blogs are repinned and organized
under #GenworthUSA.
GENWORTH
Pin From A Promise to Retire (Annuities) Board

10. GENWORTH’S PINTEREST BOARDS
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GENWORTH
 Genworth’s Pinterest presence focuses heavily on cross-promotion
by using YouTube videos of television commercials as the center of
boards and pinning content related to its themes.
Pin From A Promise to Protect (LI) Board

11. GENWORTH’S PINTEREST BOARDS
11
GENWORTH
 Themed names focus on each of Genworth’s product lines and give
Genworth opportunities to pin popular content like holiday recipes and
tips for teaching children about finance:
o A Promise To Protect (LI)
o A Promise To Prepare (LTC)
o A Promise To Retire (Annuities)
o A Promise To Own A Home (MI)
o A Promise To Tell Our Story
o A Promise To Be A Caregiver
o A Promise To Take A Step
o A Promise To Give Back
o A Promise Be Financially Responsible
o A Promise To Give Thanks
o A Promise To Celebrate The Holidays
o A Promise To Teach The Next Generation
Pin From A Promise to Protect (LI) Board

12. PINTEREST PAGE REVIEWS
NATIONWIDE
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NATIONWIDE PINTEREST STATS
Followers: 155
Boards: 17
Pins: 297
Visit: pinterest.com/nationwide/
*As of 1/31/2014

13. VISIBILITY AND PROMOTION
13
NATIONWIDE
 Pinterest page not easily accessible from the Nationwide website.
 Missed opportunities to drive traffic:
o Nationwide’s public site footer promotes Facebook, Twitter, Google Plus,
YouTube and Flickr – but no Pinterest icon.
o No Pinterest promotion in public Newsroom page.
Nationwide Public Site Footer

14. CONTENT
14
NATIONWIDE
 Nationwide’s Pinterest presence focuses on consumer education. It includes
original images leading to product information as well as images with simple
safety tips—like don’t run a space heater when you’re not home.
 Unlike Genworth and Northwestern Mutual, Nationwide pins a lot of
original infographics.
Nationwide’s We Love Infographics Board

15. NATIONWIDE’S PINTEREST BOARDS
 Nationwide uses consistent, straightforward themes in titling their
insurance boards:
o Protecting Your Home
o Protecting Your Ride
o Protecting Your Finances
o Protecting Your Pets
o Protecting Your Business
o Protecting Your Farm
o Protecting You and Your Family
15
NATIONWIDE
Protecting You and Your Family Board Pin:
Links to Life Insurance Article

16. NATIONWIDE’S PINTEREST BOARDS
 Nationwide also actively promotes philanthropic activities and
sponsorships:
o We Love Nascar
o We Love Our Partners and Sponsors
o We Love Helping Others
o We Love Nationwide Children’s Hospital
o We Love the Columbus Zoo and Aquarium
o We Love Our Community
o Catastrophe Relief
16
NATIONWIDE
Pin From We Love Nationwide Children’s Hospital Board

17. PINTEREST PAGE REVIEWS
NORTHWESTERN MUTUA
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NORTHWESTERN MUTUAL
PINTEREST STATS
Followers: 109
Boards: 8
Pins: 69
Visit: pinterest.com/nwmutual/
*As of 1/31/2014

18. VISIBILITY AND PROMOTION
18
NORTHWESTERNMUTUAL
 Link to Pinterest page is included in footer of main public site along with
other social media icons.
Northwestern Mutual’s Public Site Footer

19. CONTENT
 Northwestern Mutual’s Pinterest board themes draw upon the firm’s
history, advertising and partnerships.
 The newest board targets Millennials, offering them financial advice:
19
NORTHWESTERNMUTUAL
Northwestern Mutual’s Money Tips for Millennials Board

20. NORTHWESTERN MUTUAL’S PINTEREST BOARDS
 In addition to targeting
Millennials, Northwestern
Mutual uses hashtags and
quotes to engage younger users:
o Proud History
─ Uses the popular hashtag
#ThrowbackThursdays
─ Images link back to Our
Company page on public
website
o Inspiration Board
─ Famous quotes related to life
insurance
─ Caters to Pinterest trends
o Did You Know?
─ Largest board, featuring 36
pins focusing on financial facts
20
NORTHWESTERNMUTUAL
#ThrowbackThursday Pin From Proud History Board

21. NORTHWESTERN MUTUAL’S PINTEREST BOARDS
 Northwestern Mutual’s
Pinterest educates users on its
company’s history and
highlights company’s
sponsorship efforts:
o Fight Childhood Cancer
─ Emphasizes Northwestern
Mutual’s philanthropic
commitment to combating
pediatric cancer
o A Winning Partnership
─ NCAA sponsorship
o Build Your Financial Security
21
NORTHWESTERNMUTUAL
Pin From Fight Childhood Cancer Board
Pin From A Winning Partnership Board:
Link to NCAA Bracket Contest

22. FIVE PINTEREST TIPS FOR LIFE INSURERS
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23. FIVE PINTEREST TIPS FOR LIFE INSURERS
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FIVETIPSFORLIFEINSURERS
#1 Target specific audiences like women, families or millennials.
Women are particularly key because they make up the majority of
Pinterest users and are a demographic that the Life Insurance
industry needs to reach more effectively.
#2 Maintain consistent engagement by pinning new or repurposed
content regularly.
#3 Attract new visitors to Pinterest page by linking from homepage,
site footer and other visible sections of the public website.
#4 Incorporate television and print advertisements.
#5 Draw upon current Pinterest trends to optimize reach.

24. CORPORATE INSIGHT THOUGHT LEADERSHIP
24
Social Media Trends: Annuity and Life Insurance
This presentation analyzes the current social media initiatives and promotions undertaken by
leading insurers, highlights key social media findings and trends across the insurance industry, and
offer tips for insurers looking to bolster their social presence.
Facebook Marketing Campaigns - Social Media Initiatives in the Insurance Industry
This slide deck highlights some of the engaging Facebook marketing campaigns initiated by P&C
Insurance Monitor firms this year and offers a few Facebook marketing tips for insurers.
User Insights Vol. 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights into how mobile applications match up against traditional
website interfaces, both in terms of usability and functionality for five leading banks.
Asset Management and Social Media: A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms
such as LinkedIn, Twitter, Facebook, YouTube and Google+ to connect directly with
investors and financial advisors. Also available as a slide deck.
Tablet-Friendly Web Design: Best Practices for Financial Services
The study examines the tablet-friendly website features provided by four leading firms across
financial services and provides recommendations for financial services firms building tablet-
optimized websites.