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Spotlight on Linda Goldstein, National Life VP of Marketing

Spotlight On

Linda Goldstein, National Life Vice President of Marketing and Brand

May 2026

What inspired you to pursue a career in this industry, and how has your perspective evolved over time?

I was drawn to this industry because of its purpose: helping people protect what matters most — and that’s stayed with me.

Early in my career, I saw marketing as storytelling and awareness-building. Over time, I’ve come to see it as a true growth driver, connecting brand, distribution and customer experience in a continuous, integrated way.

What energizes me is balancing innovation and impact — using data and new technologies to modernize engagement, while never losing sight of the real people and families we serve.

What sets your company apart from others in your industry?

What sets National Life Group apart is our combination of purpose, culture and performance.

We’re deeply mission-driven — focused on helping people secure their financial futures. Just as important is how we do it: with a culture rooted in innovation, collaboration and doing what’s right for our customers, colleagues and communities.

We’re also willing to evolve — whether in how we engage agents, invest in technology or bring solutions to market — ensuring we stay relevant while continuing to deliver meaningful impact.

Are there specific consumer segments or markets that you are prioritizing?

A key focus for us is addressing the coverage gap, particularly among underserved segments across Middle America.

Many individuals and families recognize the need for financial protection but lack access, guidance or solutions that feel relevant. We see significant opportunities to better serve middle-market consumers and younger individuals earlier in their financial journey who may not yet be engaged with an agent.

At the same time, our approach is inclusive — using targeted insights, tailored messaging and strong distribution partnerships to meet people where they are and make financial protection more accessible and understandable.

Are there any shifts in consumer behavior that you find particularly intriguing or challenging?

One of the most notable shifts is the move to a nonlinear consumer journey. People are researching more on their own, engaging across multiple channels, and forming opinions before ever speaking with an advisor. At the same time, consumer expectations have risen.  They want experiences that are simple, personalized and available on demand.

Despite the growth of digital, they still value human guidance for important financial decisions. This creates both opportunity and challenge: we need to show up earlier and more meaningfully while equipping agents to add value at the moments that matter most. 

What are the three most important things that you focus on?

For me, it’s the customer, the customer and the customer — defined in three ways.

First, the buying customer — understanding their needs so we can make financial protection more relevant and accessible.

Second, the selling customer — our agents and advisors — ensuring they have the insights, tools and experiences to better serve clients and grow their businesses.

Third, our internal teams, who also need clarity, alignment and support to execute at a high level.

Focusing on all three creates a more connected organization and better outcomes for everyone we serve.

How is your company working to better assist underserved populations?

At National Life Group, it starts with recognizing the scale and importance of the coverage gap, particularly across Middle America and underserved communities.

We’re focused on making financial protection more accessible by simplifying how we communicate — turning complex products into clear, approachable solutions. We’re also meeting consumers where they are, across digital channels and through our distribution partners, while equipping agents with the tools and insights to better connect with those not reached through traditional approaches.

Ultimately, it’s about removing barriers — whether awareness, access or understanding — to help more families secure their financial futures.

Are there any industrywide misconceptions you want to clarify?

One of the biggest misconceptions is that life insurance and annuities are only for the wealthy or for people later in life. In reality, they’re highly relevant for a much broader population, especially across Middle America and for those earlier in their financial journey.

Another misconception is that these products are too complex or difficult to access. While they can be complex, we’re focused on simplifying how we communicate to make them more approachable.

Finally, there’s a belief that financial protection can wait — but starting earlier expands options, lowers barriers, and puts people in control of their financial future.

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