Strategic Integrated Initiative Is Designed to Help Women Take Charge of Their Personal and Financial Futures
29 March 2017
New @lincolnfingroup campaign helps empower #women to take charge of their personal and #financial futures.

RADNOR, Pa.--(BUSINESS WIRE)--Lincoln Financial Group (NYSE: LNC) announced today the launch of an integrated, business-wide campaign that helps empower women to take charge of their personal and financial futures. The multi-pronged outreach cuts across various internal and external platforms, and its overarching goal is to create awareness and engage consumers, advisors and employees on a range of important topics, as well as support local communities.

“Lincoln Financial is committed to providing the education, tools and tips women need to achieve their diverse goals,” said Lisa Buckingham, chief human resources officer and head of Brand and Enterprise Communications. “Through this program, we are striving to help consumers make informed choices about their financial futures, empower our advisors to better reach the market, continue the investment we are making in our local communities and offer professional development for our employees to grow their careers.”

Much of Lincoln Financial’s activities are informed by research. Below are key findings related to women from the company’s 2016 M.O.O.D. of America (Measuring Optimism, Outlook and Direction) survey:

  • Eighty-eight percent feel they are more motivated to plan for the future when they have a better understanding of the options.
  • Eighty-one percent say they feel empowered when planning for their financial future.
  • Thirty-six percent use a financial professional as a source of advice for financial information.
  • Sixty-eight percent feel they are totally doing a good job planning for retirement versus 76 percent of men.
  • Fifty-four percent feel totally prepared for retirement versus 67 percent of men.

Steps to Strengthen Financial Outcomes

Women have strengths in certain aspects of financial planning, but as evidenced by survey findings Lincoln Financial will release throughout the year, there are also areas for improvement. For that reason, in an upcoming campaign, the company will share steps women can take to achieve enhanced financial outcomes. From saving more for retirement to buying life insurance to taking advantage of group benefits that are offered at work, this initiative will provide consumers with actionable takeaways.

A “WISE” Choice

Lincoln Financial’s commitment to women also extends to financial advisors. Lincoln Financial Network, the retail sales and financial planning affiliate of Lincoln Financial Group, launched The WISE Group (Women, Inspiring, Supporting, and Educating) as an enterprise-wide initiative designed to better support the unique needs of its female financial advisors and their clients. Since its launch in 2015, The WISE Group has held more than 30 events throughout the country with more than 600 advisors in attendance.

“Professional development, peer mentoring, and communications outreach are just several of the ways we are engaging our members on an ongoing basis, plus we also produce a newsletter to help educate female investors at large,” said founding WISE member Karen DeRose, CFP®, CRPC®, president and managing partner of DeRose Financial Planning Group and a registered representative of Lincoln Financial Advisors. “I am honored to be a part of this trailblazing organization, one that champions the profession and creates a valuable support system.”

A Digital Footprint

In addition, the outreach extends into social media, where women can join the conversation on Twitter using the hashtag #WomenTakeCharge, and on Facebook, where they can share how they are able to manage the competing priorities of families, friends and finances. The company’s website,, also features a section dedicated to women called Women Take Charge that features tips, articles, videos and other resources to help women feel confident about their personal and financial futures.

Transforming Lives and Communities

Through the nonprofit programs that it funds, the Lincoln Financial Foundation, the company’s philanthropic arm, currently serves approximately 2.5 million women across its key locations. The company will continue its commitment in 2017 to programs that support women and girls such as Dress for Success, IT is for Girls, and Girls Incorporated.

Focus on Employees

The company’s efforts to connect with and educate women do not end with advisors, clients and the community. Lincoln Financial is also reaching its more than 9,000 employees across several platforms that include intranet content, women’s advisory groups in key city locations and its second annual women’s leadership conference that will be held in April in Atlanta.

“With so many women balancing the demands of careers, taking care of loved ones and evolving financial responsibilities, it becomes even more important to have access to a support system on several levels,” said Buckingham. “I am proud to work for an organization that recognizes these dynamics.”

About the M.O.O.D of America

Results for the 2016 M.O.O.D. (Measuring Optimism, Outlook and Direction) of America poll are based on three national surveys conducted by Whitman Insight Strategies on behalf of Lincoln Financial Group in March and April 2016.

This M.O.O.D. of America survey was conducted among 2,267 adults 18 years of age and older across the United States, and included a sample of the General Population as well as over-samples to ensure data cuts by key demographic sub-groups that are of particular interest for this research. The final sample includes 405 African Americans, 402 Asian Americans, 402 Latino Americans, and 418 LGBT Americans. The margin of error is ±1.9% at the 95% confidence interval.

About Lincoln Financial Group

Lincoln Financial Group provides advice and solutions that help empower people to take charge of their financial lives with confidence and optimism. Today, more than 17 million customers trust our retirement, insurance and wealth protection expertise to help address their lifestyle, savings and income goals, as well as to guard against long-term care expenses. Headquartered in Radnor, Pennsylvania, Lincoln Financial Group is the marketing name for Lincoln National Corporation (NYSE:LNC) and its affiliates. The company had $229 billion in assets under management as of December 31, 2016. Learn more at: Find us on Facebook, Twitter, LinkedIn and YouTube. To sign up for email alerts, please visit our Newsroom at



Lincoln Financial Group
Holly Fair
Media Relations
Michael Arcaro
Media Relations