February 18, 2020 11:00 PM PT

How This Life Insurance Company Inspires Young Adults

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When an insurance company believes more in its cause than its profits, you know they are out to do good in the world. At National Life, the mission is "Do good. Be good. Make good." They use this slogan not to recruit young adults to make the company profits, but to inspire them to want to do good in the world.

National Life has a 165-year history that includes insuring Titanic passengers and the influenza epidemic victims of 1918–19. As a pioneer in the insurance industry starting one of the first mutual life insurance companies, National Life set out to make a difference in the world from day one, and they continue to do so today.

National Life offers a variety of financial services, including life insurance, retirement plans, and business solutions, throughout the United States. Despite their tremendous growth, though, National Life remains true to its cause, doing good in the world.

A Company With Values

Many companies have values and use them to promote themselves in the community. National Life takes it one step further, though. They not only serve their communities the financial services products necessary to have financial peace, they also (literally) serve the community. They find joy in serving others and as a bonus, they pay their employees for 40 hours of charity work per year.

National Life believes that by doing good in the world, young adults will naturally be good representatives to help others create a financially peaceful life too. The financial products they sell serve as the backbone of the company, but it's not the forefront of what they promote. First, they promote community wellness and then they promote their own products. National Life promotes doing good out on the streets as well as for their own clients.

Recruiting Young Adults

When National Life executives recruit new agents, they do the opposite of what most companies do. They focus on the cause rather than the products they sell. They share their story—but not in a "hey, look at me way." They do it to help the greater good of the community, with the benefit of also selling valuable products that help instill financial success.

They want smart, enabled young adults who not only understand financial products, but who understand the importance of serving the community in a way that helps the greater good of everyone.

National Life doesn't pound their chest and convince young adults to come work for them for financial security. Instead, they appeal to the side of millennials who want to do good in the world. They give young adults the vehicle to be a change in the world while instilling a desire to promote financial products to create well-rounded individuals. This method helps young adults start shaping the world one day at a time right out of college, rather than waiting until they are established in life and able to "share the wealth."

At National Life, the culture inspires others to do good too. They encourage the following tenets:

  • Do your best
  • Show respect
  • Help others make good decisions
  • Hold one another accountable
  • Make smart decisions
  • Be a leader

Insurance companies typically have the mission to beat the competition or come out on top. Nowhere in National Life's mission or values will you see anything about them being better than anyone else—they promote the greater good of the community, letting business succeed naturally in the hopes of creating a culture of young, caring adults.

Ways National Life Serves the Community

National Life strives to make more than financial profits—they want to make emotional profits too. Their purpose-driven mission is the basis of the best-selling book CAUSE! A Business Strategy for Standing Out in a Sea of Sameness. In the book, authors Jackie and Kevin Freiberg talk about National Life's mission to stick to their roots and define their purpose by doing good in the world.

One of National Life's largest contributions to the community is through the National Life Group Foundation. The National Life Group Foundation is the basis of the greater good that National Life offers the community. With a $2,000,000 annual budget, National Life offers grants to established programs with a focus on children or families. They also consider programs that help the environment, schools, the arts, and health and human services.

In addition to the grants and scholarships, National Life hosts a Do Good Fest annually. This free concert benefits the Branches of Hope, a foundation supporting cancer patients with their expenses. National Life brings in numerous bands, food trucks, kids' entertainment, and fireworks for this charity event. Since 2014, the Do Good Fest raised $135,000 for Branches of Hope.

National Life's Social Responsibility

In addition to the community work National Life does, they also promote a strong social responsibility, which they pass along to their employees. They encourage living a sustainable and environmentally friendly life with the following within their own company:

  • Recycling
  • Energy efficiency
  • Using alternate transportation
  • Growing and sharing the produce of a community garden

Working in a socially responsible company helps inspire young adults to do the same at home, helping to further the sustainability that National Life promotes.

National Life Products

National Life offers life insurance, retirement plans, and business products throughout the United States. Their product offerings include:

  • Whole life insurance
  • Universal life insurance (variable and indexed)
  • Term life insurance
  • Living benefits
  • Annuities
  • Mutual funds
  • IRA
  • 403(b)
  • 457(b)
  • 401(k) plans
  • Profit sharing plans

Bottom Line

National Life believes in their cause as much as they do their own financial products. Recruiting young adults around the country, they try to appeal to their desire to do good in the world too. National Life strives to make the world a better place by inspiring others, providing an environmentally sustainable environment, and encouraging everyone to join their cause.

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