Strategic Content for Retirement, Wealth, and Insurance Companies
You've invested thousands in content. Is it actually helping you reach the people who matter?
I help insurance carriers, retirement services firms, and wealth management companies turn their content libraries into business drivers through strategic audits and expert writing.Most retirement and wealth companies are sitting on a library of blog posts, whitepapers, and webinars that cost a fortune and then gather digital dust. When that content sounds generic, dated, or out of touch with how your audience actually thinks, they notice.You don't need more content. What you need is to make better decisions about the content you already have.I diagnose where your messaging is failing, prioritize the assets that actually support your goals, and tell you exactly what to keep, fix, or throw away.
The Real Problem Isn't Lack of Content
Your marketing team has produced plenty. The problem is:
Your assets are sitting on a shelf. You spent thousands on a webinar, promoted it for a week, and then forgot about it. Meanwhile, your team is still explaining the same concepts your content was supposed to handle.
The messaging sounds like it's from 2022. Your team is smart, but they're moving fast. If your whitepapers are built on old assumptions or generic language, your audience can tell. They know when you don't understand what they're actually dealing with.
It's invisible to the people (and bots) that matter. If your insights are buried in 40-page PDFs with no summaries or clear takeaways, they won't show up in search or AI-driven research. You're making it too hard for prospects to find the value.
Nobody is actually making decisions. Your team is stretched thin, probably using AI to keep up with the schedule, but nobody is taking a step back to ask if you should even be making more content. You keep adding to the pile without checking if it's still working.
Your best insights are trapped. The best stuff, specific knowledge, or audience insights that build trust are buried in internal docs, old webinars, or the brains of your SMEs. It never makes it into your marketing.
You need a writer who already knows this space. Finding someone who understands retirement planning, insurance products, and compliance review—without a lengthy ramp-up.
You don't need more content. You need to use what you already have better. I help you bridge the gap.
How I Help
I help you decide what to keep, fix, or scrap, then build on what actually works.
Content Credibility Audit
A deep dive into your current content library to see what's actually working and what's quietly wasting space.I look for the red flags: outdated messaging, redundant topics, and content that no longer reflects how you operate today. I find the great ideas buried in long PDFs, old blog posts, and forgotten webinars.You get:
- A Keep / Fix / Kill list for your library
- A 90-day priority roadmap for your most important assets
- A summary you can hand to leadership to show exactly where to focusPrice: $2,500 (5-10 assets) | $4,000 (15-20 assets) | $5,500+ (25+ assets)
Timeline: 10 business days
Writing Services
Your team is stretched thin, and the content requests keep coming. Sometimes you don't need an audit. You need someone who can step in and execute without the ramp-up time.I've been writing retirement, insurance, and wealth management content for over a decade, working with clients including Protective Life, Thrivent, Western & Southern, First Citizens Wealth Management, and AAA.That means I already know what your compliance team will flag, what your audience actually cares about, and how to explain a complicated product without making people's eyes glaze over. Your team can hand me a brief and get back usable copy without a ramp-up period or a dozen revision rounds.If you have a project coming up, I'd like to hear about it. Email me liz@lizfroment.com or fill in the contact form below.
Who this is for
I work with insurance carriers, retirement services companies, and wealth management firms that produce content for consumers, advisors, or both.
Insurance Carriers with Retirement Products
You're producing content about annuities, life insurance, long-term care, and retirement income planning for consumers who are trying to make sense of complicated decisions.
Financial Services Companies
Companies helping people plan for and live in retirement, manage their money, or make smart financial decisions. You might be creating educational content, advisor resources, or thought leadership.
Wealth Management Firms with Content Needs
Mid-to-large firms with marketing teams producing content for clients, prospects, or advisor networks. You've built a library over the years but nobody has taken a hard look at what's still relevant and what's just taking up space.
You are likely a fit if:
Your team needs a writer who already gets it. You have projects coming up, and you need someone who understands the space and can hit the ground running.
Your content library was built for a different era. It no longer reflects how your business operates today.
Your best stuff is hidden. You’ve produced plenty of thought leadership, but the best insights are trapped in PDFs, internal docs, or SMEs’ heads, and sales can’t easily use them.
You want to use AI. You’re experimenting with AI, but worried about credibility, compliance, and what regulators and institutional clients will think when they read it.
If you’ve invested in content that isn’t delivering, let’s talk about what’s actually happening and how to fix it.
Industry Experience
Selected projects
Financial Services Content 've written hundreds of articles about retirement planning, wealth management, insurance, lending, and personal finance. This work helps consumers and business owners make smart financial decisions, and helps advisors and agents educate their clients.Banking Content Audit and Optimization
For a regional bank's wealth management division, I ran a competitive analysis and full library audit. I delivered a Keep/Fix/Kill roadmap that aligned their legacy content with their new brand positioning.Life Insurance Content Consolidation
For a Fortune 500 life insurance company, I audited 100+ legacy posts and shrunk the library down to 40 high-performers. This cleared out years of outdated and redundant content, tightening their focus.B2B SaaS Webinar Activation
For a marketing technology platform, I took a technical SME webinar and turned it into actual marketing assets, including two thought-leadership articles, an executive whitepaper, and LinkedIn posts.
Published work
| Title | Website |
|---|---|
| The Financial Brand | Articles on banking, fintech, AI, marketing |
| American Express Business Class | Small business finance and strategy |
| Colonial Penn Insights | Life insurance, Medicare, estate planning |
| Bankers Life | Retirement, investments, long-term care, estate |
| AAA Connect | Insurance, personal finance, home |
| NEXT Insurance | Business insurance, professional liability |
| Simply Business | Business insurance |
Additional samples: Ghostwritten work for Thrivent, Western & Southern, First Citizens Bank, Eastern Bank, Protective Life, and others available upon request.
A Little About Me
Hi, I'm Liz, a Boston native and a die-hard sports fan (I promise not to let the standings affect our project timeline).Before I started writing for financial services, I spent years in corporate finance — interning at financial advisory firms and monitoring compliance for hedge funds. I've seen firsthand how the industry actually operates.For over 13 years, I've helped wealth management, insurance, and retirement companies create content that connects with their audiences. My client roster has included Thrivent, First Citizens Bank, Travelers, Western & Southern, Protective Life, and Eastern Bank, plus industry publications like The Financial Brand and American Express Business Class.I specialize in the topics these companies care about: retirement planning, estate strategies, life insurance, long-term care, and investments. I don't need a crash course — I already understand what your audience needs and how to get content through compliance without endless back-and-forth.
Let's Talk
If you've invested in content that isn't delivering, let's talk about what's actually happening and what to do about it.Email me liz@lizfroment.com or fill in the contact form below.
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