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Made-to-order Benefits: The Hartford Expands Voluntary Suite To Offer More Choice, Protection

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Responding to companies’ interest in offering voluntary benefits to their employees and consumers’ desire for customizable protection, The Hartford expanded its voluntary product suite with critical illness and accident insurance. Also, the insurer introduced humorous videos to help consumers make informed benefits decisions during open enrollment.

Still from The Hartford's

Still from The Hartford’s “Broken Wingman” video created with Second City Communications (Photo: Business Wire)

The Hartford’s Employee Choice Benefitssm ( launched with critical illness insurance, which provides a lump-sum benefit for the diagnosis of certain illnesses and medical conditions covered by the plan; and accident insurance, which pays benefits for injuries, medical treatment and services due to accidents covered by the plan. The voluntary, or employee-paid, benefits suite also includes flexible plan options for life, short- and long-term disability, accidental death & dismemberment insurance, and DisabilityFLEX.(R)

“With the addition of critical illness and accident insurance, The Hartford is ready to offer our employer clients the right products and services to meet their benefits needs, reduce their administrative burden and boost their bottom line,” said Mike Fish, senior vice president of product and strategy for The Hartford’s Group Benefits. “Not only are we offering insurance to help relieve financial strain for consumers, we are committed to helping them understand their benefit options during open enrollment.”

The Hartford partnered with Second City Communications, the creative business communications division of The Second City, to create a series of entertaining and informative videos aimed at Millennials (ages 18-33). Starring Chicago’s world-famous comedy troupe, the videos dispel top misconceptions about disability insurance.

“As a company that’s invested in growing its voluntary sales, we knew we needed to reach one of the largest demographics in the U.S. – the 80 million Millennials,” said Laura Marzi, assistant vice president of marketing for The Hartford’s Group Benefits. “Our annual consumer survey showed Millennials have a lower level of understanding of disability insurance compared to other generations. So, we decided to go in a bold new direction with our marketing efforts.”

The Hartford is sharing the videos via social media and providing the videos to its employer clients for use during benefits enrollment. The videos are the latest addition to The Hartford’s broad array of benefits educational resources that include:

  • A website featuring customer testimonials that can be customized for each company;
  • Benefits enrollers who share information at on-site benefits events of employers; and
  • A national educational campaign with Millennial workplace expert and best-selling author Lindsey Pollak aimed at helping Millennials understand their benefit choices and protect their potential.

About The Hartford

With more than 200 years of expertise, The Hartford (NYSE:HIG) is a leader in property and casualty insurance, group benefits and mutual funds. The company is widely recognized for its service excellence, sustainability practices, trust and integrity. More information on the company and its financial performance is available at Join us on Facebook at Follow us on Twitter at

The Hartford(R) is The Hartford Financial Services Group, Inc. and its subsidiaries, including issuing companies, Hartford Life Insurance Company and Hartford Life and Accident Insurance Company. Its headquarters is in Hartford, Conn.

About Second City Communications

Second City Communications (SCC) is the business solutions division of the world-renowned improvisational theatre company, The Second City. Drawing on The Second City’s 50-year legacy of connecting with audiences through powerful, incisive content, SCC works with hundreds of Fortune 1000 clients each year in brand marketing assignments, blended learning/training programs, and internal communications initiatives. More information about SCC is available at:


Some of the statements in this release may be considered forward-looking statements as defined in the Private Securities Litigation Reform Act of 1995. We caution investors that these forward-looking statements are not guarantees of future performance, and actual results may differ materially. Investors should consider the important risks and uncertainties that may cause actual results to differ. These important risks and uncertainties include those discussed in our 2013 Annual Report on Form 10-K, subsequent Quarterly Reports on Forms 10-Q, and the other filings we make with the Securities and Exchange Commission. We assume no obligation to update this release, which speaks as of the date issued.

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