Empower Retirement Launches National Ad Campaign to Elevate Importance of Retirement Savings

Leading retirement services provider aims to inspire more Americans with broad outreach

GREENWOOD VILLAGE, Colo.--()--Empower Retirement, the nation’s second largest retirement plan provider,1 announced today the launch of its first national advertising campaign, designed to boost the company’s visibility before a broad audience and promote American workers’ retirement savings.

Empower is set to launch its national television and radio ad campaign today (June 15), with a colorful animated series of television ads in both 15-second and 30-second commercials on prominent cable news channels and radio spots during peak listening times. (View the commercial here.)

With 9.6 million Americans already saving in Empower workplace retirement savings plans and Individual Retirement Accounts, Empower aims to encourage and inspire more Americans to stick with their savings goals.

“Empower is focused on transforming how people manage their finances so that they can reach their goals and achieve the retirement freedom they dream about,” said Edmund F. Murphy III, President and CEO of Empower Retirement. “The time is right to expand our story to a national audience. This campaign highlights our commitment to helping millions of American workers pursue the futures they imagined.”

With a new and more consumer-focused approach, this pivotal step will provide Empower with an opportunity to increase its impact among individuals, key business decision-makers and financial professionals— and to share its vision with all Americans.

“Empower is a relatively young brand that’s becoming more visible to more Americans as we expand our reach,” said Steve Jenks, Senior Vice President and Chief Marketing Officer. “Until now, we’ve been very thoughtful and deliberate in strategically advertising in local and regional markets, but it now makes sense for us to consider a national investment.”

In this campaign, Empower commercials can be seen on networks such as Fox Business, CNBC and Bloomberg. Televised live sports is expected to return to the airwaves in the fourth quarter of the year, and Empower commercials will run on ESPN, ESPN2 and the Golf Channel. In conjunction with television ads, Empower is also launching a new promotional endeavor on National Public Radio, which debuts this month, and supporting social media campaigns that run through November.

Along with regional and local advertising through various forms of traditional and social media, Empower has made numerous sports marketing investments with NFL teams and a Major League Soccer team in markets where Empower has a large concentration of associates and customer base. Empower also has sponsorship deals with PGA Tour golfers Brendan Steele, Webb Simpson and Robert Streb. In 2019 Empower entered into a 21-year agreement with The Denver Broncos for the naming rights to “Empower Field at Mile High.”

About Empower Retirement

Headquartered in metro Denver, Empower Retirement administers $583 billion in assets2 for more than 9.6 million retirement plan participants, as of March 31, 2020. It is the nation’s second-largest retirement plan record keeper by total participants (Pensions & Investments, April 2020). Empower serves all segments of the employer-sponsored retirement plan market: government 457 plans; small, midsize and large corporate 401 (k) clients; non-profit 403 (b) entities; private-label recordkeeping clients; and Individual Retirement Account customers. For more information please visit www.Empower-retirement.com.

1Pension & Investments 2019 Defined Contribution Survey Ranking as of April 2019.


2As of March 31, 2020. Information refers to the business of Great-West Life & Annuity Insurance Company and its subsidiaries, including Great-West Life & Annuity Insurance Company of New York. Of the total $595.2B assets under administration, $16.8B represents the AUA of GWLA of NY. AUA do not reflect the financial stability or strength of a company. GWL&A assets total $47.7B and liabilities total $46.1B. GWL&A of NY assets total $1.59B and liabilities total $1.48B.



Stephen Gawlik – 303.737.0899 (office), 617.417.4408 (cell)
Monica Mendoza – 303.737.2626 (office), 719.373.2460 (cell)

Release Summary

Empower Retirement launches its first national advertising campaign, designed to boost the company’s visibility and help Americans save money.


Stephen Gawlik – 303.737.0899 (office), 617.417.4408 (cell)
Monica Mendoza – 303.737.2626 (office), 719.373.2460 (cell)