MarketVision Awarded AOR for Launch, Marketing of ValoraLife

MarketVision has been awarded marketing AOR for ValoraLife, a way to buy life insurance online that was inspired by Latino-market insights. Backed by MassMutual, ValoraLife.com launched in June in Houston.

“ValoraLife is an innovative insurance brand created by understanding the needs of Latino families, which are also relevant to the broader market,” said Luis Garcia, President, MarketVision.  “Starting with Latino first validates why MarketVision exists – to help organizations create culture-inspired marketing, which in this case meant creating a brand from the ground up.”

MassMutual saw a need for financial education among Latinos, and then applied the insights gained from talking with Latinos throughout the U.S. to create a way to buy life insurance, making it accessible to more families, Garcia explained. Families can go to ValoraLife.com, available now in English and in Spanish by the end of July, choose what they can afford for life insurance, and in about 30 minutes can be covered by selecting one of two easy-to-understand options.

 “Life insurance is an important financial safety net for what people value most: their families’ futures.  But, many people, especially Latinos, haven’t purchased life insurance because they think buying it seems too complicated and expensive,“ said Eduardo Casas, Vice President, MassMutual & General Manager, ValoraLife.  “As a culture-based agency that also understands the financial-services industry, MarketVision is the perfect partner to help us show how ValoraLife helps people fulfill their promises to their families through life insurance.”

MarketVision has been involved in every phase of the creation and launch of the new ValoraLife brand, including development of a strategic marketing plan; market research; concepting and production of digital and radio advertising; planning and execution of public relations, community outreach and a blogger/social influencer initiative; and the Houston launch event, which featured an appearance by celebrity artist Mario Lopez.

The agency will continue to provide marketing services as MassMutual makes the life insurance policies offered at ValoraLife.com available to other states beyond Texas.