DPL Financial Partners

Providing Registered Independent Advisors (RIAs) with commission-free annuities and other inventive investment solutions since 2017.


Louisville, Kentucky


Financial Services

Company size

100+ employees

Services we provided
  • Research
  • Strategy
  • Writing
  • Design
  • Development
  • Tracking & Reporting

The client

DPL Financial Partners is the brainchild of David P. Lau, former CEO of Jefferson National Life. There he helped revolutionize the financial industry by introducing the first-ever flat fee Variable Annuity. Likewise — as marketing director of TeleBank / E*Trade Bank — David spearheaded the success of the nation’s first pure play internet bank. After building The Bank and JeffNat into multi-billion-dollar businesses, he launched DPL where he brought his disruptive mindset to rewrite the book on Annuities. (Not coincidentally, David hired Big Honkin’ Ideas as his agency to build all three of these successful companies.)

The challenge

Selling Annuities to Skeptics: Historically, Old School Annuities have been more financially beneficial to the commission-based advisors selling them than to the clients’ retirements they were intended to serve. Our challenge was to overcome the stigma of annuities and win over the new wave of fee-only Advisors with the compelling strengths of DPL’s innovative Commission-Free Annuities.

The solution

BHI played on the negative perception of annuities — then did a 180. We introduced a bundle of compelling new benefits called The Beauty of Annuities. The beauty of DPL’s Commission-Free Annuities is that they subtract high commissions and pass the money on to investors. The message struck a chord with DPL and Advisors. While the campaign copy underscored the fundamental shift to consumer value, it visually expressed the energy of the product’s benefits — simplicity, certainty, and efficiency — through the animation of light.

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