Prudential received approval in Georgia for a new advertising campaign promoting its SimplyTerm Protector product through a series of co-branded emails with Quicken.

The filing covers a set of “ST Protector Quicken custom emails,” positioned as a direct response campaign aimed at Quicken customers and focused on fast, simplified access to term life insurance.

At the core of the messaging is a clear use case: protecting the home. Across multiple email variations, Prudential frames life insurance as a way for beneficiaries to pay off a mortgage through a tax-free death benefit, aligning the product with homeowners and household financial planning.

The product being promoted is a decreasing term life policy, where coverage declines over time in line with a mortgage balance. This positioning allows Prudential to emphasize affordability, with messaging that highlights budget-friendly rates and avoids over-insuring beyond the liability being covered.

The campaign also leans into speed and simplicity, promoting no medical exam underwriting and a streamlined application process based on health questions and third-party data.

Additional features highlighted include tax-free death benefit payouts, access to accelerated benefits through a terminal illness rider, and a 30-day refund period.

Quicken is disclosed as a marketing partner rather than a licensed insurance entity, with compensation tied to the program.