Symetra Expands Retirement Marketing Campaign with Sue Bird and Winter Sports Stars
Event summary
- Symetra launched Season 3 of its 'Plan Well, Play Well' campaign on February 5, 2026, featuring retired basketball star Sue Bird learning figure skating with Tara Lipinski.
- The campaign includes long-form episodes and short-form teasers running nationally through April 30 across YouTube, YouTube Shorts, and Meta.
- A :30 spot titled 'Sue’s Plan' is airing during the Winter Games on NBC, depicting Sue discussing retirement planning with a financial professional.
- Symetra introduced a new tagline: 'Plan well. Be well. Live well.' reflecting its holistic approach to retirement solutions.
The big picture
Symetra's expanded 'Plan Well, Play Well' campaign aligns with the broader industry trend of financial services companies leveraging celebrity partnerships to humanize complex topics like retirement planning. By featuring Sue Bird and other winter sports stars, Symetra aims to stand out in a crowded market, emphasizing its holistic approach to helping clients live their best lives through retirement solutions. The campaign's timing ahead of the Winter Games maximizes visibility, potentially reaching a wider audience interested in both sports and financial well-being.
What we're watching
- Campaign Effectiveness
- Whether Symetra's humorous, non-traditional approach to retirement marketing will resonate with its target audience and drive engagement.
- Brand Ambassadors
- How the continued partnership with high-profile athletes like Sue Bird will impact Symetra's brand perception and market positioning.
- Market Differentiation
- The pace at which Symetra can sustain its differentiated marketing strategy in a competitive retirement solutions landscape.
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