METLIFE PROMISE WHOLE LIFE PRODUCT PORTFOLIO

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Marketing Playbook

MetLife Promise Whole Life MetLife Promise Whole Life 120 MetLife Promise Whole Life Select 10 MetLife Promise Whole Life Select 20 MetLife Promise Whole Life Select 65

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TABLE OF CONTENTS Introduction..................................................................................................Page 1 Full Suite of Products....................................................................................Page 2 Choosing Which Product When................................................................ Page 2-3 Presenting the Value.....................................................................................Page 4 A New Look on Life......................................................................................Page 5 Sales Support Materials............................................................................. Page 6-7 Comparing the Benefits to Other Products....................................................Page 8 Client Materials.............................................................................................Page 9 Raising Our Profile in the Industry...............................................................Page 10 Additional Resources............................................................................. Page 11-12

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INTRODUCTION The marketing playbook provides a comprehensive overview of the full suite of participating whole life products currently offered by MetLife. Inside you will find: • Information about how to position the products to help meet a variety of both individual and business financial planning needs in the marketplace. • Insights from a leading strategic communication firm on selling whole life. • Prospecting tools and sales concepts suited for both individuals and businesses. • Materials to create integrated marketing campaigns. • Additional marketing resources.

Believe it or not, whole life insurance accounted for a full 30% of all individual life insurance sales during the first quarter of 2013 — a 6% increase over the same period in 2012.1 As the appetite for whole life insurance continues to grow in the marketplace, the opportunity this permanent product solution presents is enormous.

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LIMRA Life Sales results from Q1 2013. 1

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FULL SUITE OF PRODUCTS The MetLife Promise Whole Life portfolio provides a variety of funding solutions to help meet a wide range of financial needs. MetLife currently offers the following participating whole life products: • MetLife Promise Whole Life (PWL)

• MetLife Promise Whole Life Select 20 (PWLS)

• MetLife Promise Whole Life 120 (PWL 120)

• MetLife Promise Whole Life Select 65 (PWLS)

• MetLife Promise Whole Life Select 10 (PWLS)

CHOOSING WHICH PRODUCT WHEN This playbook is designed to provide a reference tool for you to use to help determine which whole life product may be best suited to meet certain financial needs. The primary reason to purchase whole life insurance remains its death benefit; however there are other client needs that can be served. This chart covers additional financial needs that can be addressed using a product in the portfolio and the rationale behind choosing which product when.

Client Need

Product

Considerations

Coverage under $100,000

MetLife Promise Whole Life

PWL has a minimum face amount of $10,000.

Cash value with fixed premium duration: • Supplemental Income • Executive Bonus • Non-qualified Deferred Compensation

MetLife Promise Whole Life Select Products

PWLS provides fixed premium durations of 10 years, 20 years or to age 65 with a competitive Internal Rate of Return (IRR) on cash value at retirement ages.

Premium cost spread over lifetime with significant cash value accumulation: • Buy-Sell • Estate Planning

MetLife Promise Whole Life

PWL offers competitive IRR on cash value at retirement, and with premium payable until age 100, also provides lower minimum premium payments than PWLS products.

Primary need for death benefit to fund: • Capital Needs • Key Person • Split Dollar

MetLife Promise Whole Life 120

PWL 120 allows for the highest guaranteed death benefit per annual premium dollar spent. The Flex Term Rider (FTR) can further reduce premiums for a similar death benefit.

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Client Need

Product

Considerations

Death benefit with a fixed premium horizon to fund: • Spousal Lifetime Access Trust • Leveraged Credit Shelter Trust

MetLife Promise Whole Life 120 with ® The Enricher

PWL 120 allows for the highest death benefit per annual premium dollar spent in a Guaranteed Paid-Up scenario. The Enricher offers the ability to shorten the premium horizon without building up as much cash value as the PWLS products.

Desire to reduce lifetime premiums with non-guaranteed dividend offset

MetLife Promise Whole Life

Non-guaranteed PWL dividends are inclined to offset the annual premium quicker than PWL 120.

Premium flexibility: • Non-qualified Deferred Compensation • Capital Needs

MetLife Promise Whole Life or MetLife Promise Whole Life 120 with the FTR or The Enricher

Both the FTR and The Enricher provide for ways to improve flexibility in required premiums.

Note: Strategies mentioned are general terms in the industry. Every client need is unique and may not fit into any of the strategies mentioned above.

DID YOU KNOW? All five products in the MetLife Promise Whole Life portfolio offer customized payment streams. Whether it’s a 1035 exchange, adding the FTR, or having The Enricher, the flexibility of the portfolio is an attractive solution to meet a variety of financial needs.

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PRESENTING THE VALUE OF WHOLE LIFE TO POTENTIAL CUSTOMERS With whole life, it is not only about what you say but also how you say it to effectively demonstrate the value to customers. Knowing that the higher premiums (when compared to term insurance) may cause initial concerns, MetLife recently conducted in-depth research with maslansky + partners to provide insights that can help you find the right language to effectively explain to consumers how whole life insurance works. You will also be able to overcome the initial concern with higher premiums by demonstrating how its unique, longer-term benefits may provide value and flexibility that can help clients meet a number of financial objectives throughout their lives. Based on this research, consumers will understand this value proposition:

“Whole Life is a form of permanent life insurance that provides a guaranteed, income tax-free death benefit. Unlike other types of life insurance, it also builds up guaranteed cash value within the policy, similar to the way equity might build in a home. You can access that cash value throughout your life. And you have the potential to receive yearly dividends 2, which can be used to increase your death benefit and cash values, decrease your out-of-pocket premium payments over time, or as another source of income.3” – maslansky + partners For more information about the maslansky + partners language recommendations, please refer to the broker approved Words That Work marketing piece.

maslansky + partners is a company of strategic communicators dedicated to a single idea: it's not what you say that matters, but what your audience hears. They specialize in finding the right language that helps you break through to clients in today's marketplace.

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Dividends are not guaranteed. Distributions and withdrawals reduce the cash value and death benefit in the policy.

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A NEW LOOK ON LIFE This campaign is designed to position cash value life insurance as an asset rather than an expense. The campaign focuses on transforming the way both financial professionals and consumers view permanent life insurance and highlights the different benefits of life insurance including: • Creating financial protection for your loved ones. • An accumulating cash value in the policy which can be accessed to pay for a child's education. • Supplementing retirement income. • Providing living benefits beyond income protection. Marketing materials for both financial professionals and clients: Client

Producer

• Video • Brochure • Flyer • Tax Control Flyer • Presentation with speaker notes

• Brochure • PWL Case Study • PWL Select Case Study • PWL Select with ECBR Case Study • Seminar Simplified • Tax Control Flyer

DID YOU KNOW? Income replacement was the top reason people felt they needed to shop for life insurance.4

Note: Distributions will decrease the cash value and death benefit. 4

U.S. Individual Life Insurance Yearbook 2012, LIMRA. 5

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We have developed an array of resources to help best position whole life insurance products and help win the battle for increased market share. On the following pages are pieces designed for use with financial professionals and consumers.

SALES SUPPORT MATERIALS

LIFE | WHOLE

MetLife Promise Whole Life Portfolio SM

Meeting a Range of Client Needs

MetLife offers a portfolio of whole life products designed to meet the needs of your clients. Whether it’s a limited-pay policy, a lower premium, the ability to overfund the policy, or anything in between, MetLife has your clients covered. Here is a quick overview of each product to help you decide which whole life policy fits your client’s needs.

MetLife Promise Whole Life Portfolio Flyer

MetLife Promise Whole LifeSM

MetLife Promise Whole Life 120SM

• Lower Face Amounts • Focused on Internal Rate of Return on Cash Value in Early Years

• Lower Premium • Focused on Internal Rate of Return on Cash Value and Income in Years 25 and Beyond

• Shortest Premium Duration • Focused on Internal Rate of Return on Cash Value and Income at Retirement

• Midrange Premium Duration • Focused on Internal Rate of Return on Cash Value and Income at Retirement

• Premium Duration for Working Years • Focused on Internal Rate of Return on Cash Value and Income at Retirement

Premium Flexibility (With Added Riders)

Flex Term Rider or The Enricher®

Flex Term Rider or The Enricher®

The Enricher®

The Enricher®

The Enricher®

Premium Payment Duration (Including Enricher or Flex Term Rider Premiums)

To Age 100

To Age 120

10 Years

20 Years

To Age 65

$10,000 ($5,000 for Ages 60 and Up)

$250,000

$100,000

$100,000

$100,000

Product Design

• A quick overview of each product to help financial professionals decide which whole life policy fits the client’s financial needs.

Minimum Face Amount

MetLife Promise MetLife Promise MetLife Promise Whole Life Select 10SM Whole Life Select 20SM Whole Life Select 65SM

Sample Values for Male, Age 40, Preferred (2nd Best Class) Nonsmoker, $1,000,000 Face Amount, No Riders

MetLife Promise Whole Life Portfolio Producer Guide • Describes the main features in the whole life portfolio and the available riders.

MetLife Promise Whole Life Portfolio Highlight Sheet

MetLife Promise Whole LifeSM

MetLife Promise Whole Life 120SM

MetLife Promise MetLife Promise MetLife Promise Whole Life Select 10SM Whole Life Select 20SM Whole Life Select 65SM

Annual Premium

$13,650

$12,410

$35,030

$22,570

$20,170

Total Premiums Paid at Age 65

$341,250

$310,250

$350,300

$451,400

$504,250

Guaranteed Cash Value at Age 65

$375,000

$374,000

$539,000

$539,000

$539,000

IRR on Guaranteed Cash Value at Age 65

0.72%

1.41%

2.12%

1.14%

0.51%

Non-guaranteed Cash Value at Age 65

$566,737

$518,653

$884,703

$905,608

$895,976

3.71%

3.75%

4.58%

4.39%

4.17%

100

120

50

60

65

IRR on Nonguaranteed Cash Value at Age 65 Premiums Required to Age

For Producer or Broker/Dealer Use Only. Not for Public Distribution.

• Provides a high-level overview of the features of all five whole life products and a brief description of the policy riders available.

2015 Dividend Scale Announcement Flyer • Key information surrounding MetLife's 2015 Dividend Scale.

MetLife Promise Whole Life Portfolio

Dividend Scale Interest Rate History Flyer • Chart that shows the numbers behind the past 30 years of dividend payments.

The Flex Term Rider • Learn about the FTR, what it does, and the benefits it provides clients on PWL and PWL 120.

Highlight Sheet

DID YOU KNOW?

MetLife Promise Whole Life MetLife Promise Whole Life 120 MetLife Promise Whole Life Select 10 MetLife Promise Whole Life Select 20 MetLife Promise Whole Life Select 65

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The Flex-Term Rider can be guaranteed to age 85.

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COMPARING BENEFITS TO OTHER PRODUCTS

Life | Whole

MetLife Promise Whole Life Portfolio SM

and Indexed Universal Life — A Comparison

MetLife Promise Whole Life Portfolio: Whole Life vs. Universal Life Flyer • A comparison of the portfolio and a generic universal life with a secondary guarantee.

Traditional Whole Life insurance can be a great alternative to Indexed Universal Life, especially if there is concern over policy guarantees or the safety of principal. Whole Life has proven to be a very stable way to provide death benefit and build cash for use in retirement.

MetLife Promise Whole Life Portfolio vs. Indexed Universal Life • Outlines the key areas in determining whether whole life can be an alternative to indexed universal life for a client.

Whole Life Portfolio Sweet Spots Flyer • Identifies the features and pricing of these products that stand out in today’s marketplace.

While Indexed Universal Life (UL) insurance remains a viable option for some people, some companies may be using recent history to justify illustrating high interest crediting rates. Because indexes have seen large swings in recent years due to the increased volatility in the stock market,1 an Indexed UL policy may be subject to wide variances in performance from what was originally illustrated. For a fair comparison, clients should be offered multiple policies that contain both contractual guarantees and the potential for performance as illustrated and see which one they will choose.

MetLife Promise Whole Life Portfolio Stacking Up Against the Competition: • A look at how the MetLife Promise Whole Life products stack up against the competition.

Many carriers position Indexed UL as offering upside potential based on the return of an equity index and the downside protection of a guaranteed minimum interest rate. However, some factors, which are described on the next page, can significantly limit upside potential and even result in no interest being credited to the policy under certain market conditions. Also, illustrating high indexed rates of return may not take into account long term product performance when compared to traditional universal life or Whole Life. 1

S&P 500 Index, Historical Annual Rates of Return, http://www.standardandpoors.com/indices/sp-500/en/us/?indexId=spusa-500-usduf--p-us-l--.

Continued...

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MetLife Promise Whole Life Portfolio sm

Whole Life vs. Universal Life

Because every client has different needs, we offer Whole Life solutions with guarantees to help satisfy more of them.

Universal Life Policies with Secondary Guarantees may be an attractive solution for death benefit protection or a strategy for gifting future generations. Target clients are generally not concerned with accessing policy cash value for income.

Compared to Universal Life policies with secondary guarantees, the MetLife Promise Whole Life Portfolio can offer enhanced value for your clients’ premium dollars. By focusing on guaranteed death benefit, guaranteed cash value growth, potential for growth through non-guaranteed dividends, and a greater access to cash value for future income1 during retirement, whole life can be a valuable asset in clients’ portfolios.

Show clients how the MetLife Promise Whole Life Portfolio compares to Universal Life policies:

DID YOU KNOW? The Enhanced Care Benefit is available on all five MetLife Promise Whole Life products.

Product

Guaranteed death benefit for specified number of years, up to lifetime

Universal Life with secondary guarantee

✓

MetLife Promise Whole LifeSM

✓

Age 100

MetLife Promise Whole Life 120SM

✓

Age 120

MetLife Promise Whole Life Select 10SM

✓

10 Years

MetLife Promise Whole Life Select 20SM

✓

20 Years

MetLife Promise Whole Life Select 65SM

✓

Age 65

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Paid up after specified duration

Premium flexibility

Generally more initial death benefit for same premium

✓

✓

✓

4

5

✓ (w/ FTR or

The Enricher®)6

✓

Long-term guaranteed cash value growth

Potential for additional growth through dividends2

Designed for access to cash value/ income

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

✓

(w/ FTR or The Enricher)6

(w/ The Enricher)7

(w/ The Enricher)7

(w/ The Enricher)7

Focus on affordable premiums/ death benefit

✓

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CLIENT MATERIALS MetLife Promise Whole Life Select Products SM

MetLife Promise Whole Life, MetLife Promise Whole Life 120 and MetLife Promise Whole Life Select Client Brochures • Positions participating whole life insurance as a flexible product to meet multiple financial needs and highlights its primary features and benefits.

The Flex Term Rider Simplifier Flyer • Helps determine how much, if any, Flex Term Rider should be applied to the client’s whole life policy. keeping our promise for

life

A Guide to Dividends • This client facing piece dispels the history of dividends, and how dividends offer advantages.

Juvenile Client Flyer LIFE | WHOLE

MetLife Promise Whole Life 120

• Explains the benefits and reasons a client may consider purchasing whole life for their children.

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The Flex Term Rider Simplifier

A Valuable Asset While providing important life insurance protection, whole life can also be a valuable part of your overall financial strategy. In addition to guaranteed death benefit and premiums, a properly structured whole life policy will also accumulate cash value. Whole life provides the security of the death benefit starting while you're young, and the flexibility to access cash value when you're older to help supplement your retirement income. Your whole life policy can help ensure that you are able to keep the promise of a secure financial future for your loved ones.

Flexibility Means Affordability But that promise is hard to keep if you can’t afford the policy. That’s why MetLife Promise Whole Life 120 combines the guarantees with premium flexibility. You can increase the affordability of your policy by decreasing the premium you pay with the Flex Term Rider. How much, if any, Flex Term Rider should you add to your policy? Answering these two questions can help you decide the appropriate balance of premium flexibility and future cash values. Instructions: Circle your answers in the table below. Add the scores to help determine how to allocate whole life and the Flex Term Rider coverage. CIRCLE YOUR PREFERENCE 1. I prefer the benefits of whole life and am willing to accept less cash value growth in the future in return for lower premiums now.

Agree +3

Neutral +2

Disagree +1

2. In addition to life insurance protection, I prefer a whole life policy with the most potential for cash value growth even if I need to pay a higher premium to achieve that cash value growth.

Agree +1

Neutral +2

Disagree +3

Whole Life Flex Term Rider Allocation Score ➤ Sum of Questions 1 & 2 2-3 POINTS 100% Whole Life You want your policy to have the maximum potential to build cash value. You should consider a whole life policy without using the Flex Term Rider.

4-5 POINTS 75% Whole Life with 25% Flex-Term Rider Blend A moderate reduction in potential cash value is acceptable to you in order to pay a lower premium. You should consider a whole life policy with a portion allocated to the Flex Term Rider.

6 POINTS 50% Whole Life with 50% Flex-Term Rider Blend You want the benefits of whole life and would be willing to accept a significantly lower amount of future cash value in order to reduce your premiums to an affordable level. You should consider an allocation consisting of equal amounts of whole life and Flex Term Rider protection.

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RAISING OUR PROFILE IN THE INDUSTRY In addition to the previous marketing materials listed for you to use with financial professionals and consumers, we’ve also been actively getting the word out to the insurance community at large and will continue to do so to support this product portfolio. Examples of our efforts in the marketplace include:

Advertising This series of online and print ads targeting financial professionals highlights our MetLife Promise Whole Life series of products and appears in a variety of industry print and online media outlets.

in today’s market, metlife promise whole life is too good to ignore. SM

• A long-term Asset that’s dependable and grows regardless of market fluctuations. • FinAnciAl protection helps ensure your clients can provide for their families while also getting guaranteed cash accumulation. • An expert teAm backed by an industry leader with the financial strength to deliver on our promises. see how metlife promise Whole lifeSM can be a valuable asset in your clients’ portfolio at metlife.com/promisewholelife. For Producer or Broker Dealer Use Only. Not for Public Distribution. Guarantees are subject to product terms, exclusions and limitations and are subject to the insurer’s claims-paying ability and financial strength. MetLife Promise Whole Life is issued by MetLife Investors USA Insurance Company on Policy Form 5E-12-10, 5 Park Plaza, Suite 1900, Irvine, CA 92614, and in New York only by Metropolitan Life Insurance Company on Policy Form 1E-12-10-NY, 200 Park Avenue, New York, NY 10166. PEANUTS © 2013 PNTS © 2013 Metropolitan Life Insurance Company. L0413315622[exp0414]

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ADDITIONAL RESOURCES ONLINE MetLife is committed to our Whole Life portfolio and to helping you succeed when selling it — it’s “all hands on deck.”

Core Stories for Life and Business Owner Strategic Solutions (BOSS) Microsites These microsites are resources for identifying potential strategies to address individual client and business owner financial concerns. You will find client profiling tools, presentations, marketing materials, sample illustrations and more to help financial professionals solve for the financial needs of their clients' strategies and choose the right product from the MetLife Promise Whole Life portfolio.

Illustration Software MetLife Solutions is the name of the software used to illustrate the entire MetLife life insurance product portfolio.

Whole Life Up Close Whole Life Up Close is an interactive, client-approved iPad app that highlights the product's features and benefits in a simple, easy-to-understand format.

DID YOU KNOW? 2012 marked the seventh consecutive year of growth for whole life as people have been gravitating toward straightforward premium and coverage guarantees for life.6

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U.S. Individual Life Insurance Yearbook 2012, LIMRA.

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These additional marketing materials are available online to assess client needs and help promote MetLife Promise Whole Life products in the marketplace.

Life Insurance Selector Key Features: • Simplifies and helps provide general guidance during the process of deciding which type and how much life insurance may be best. • Actively engages clients in decision-making process. • Gives clients confidence in making the right decision. • May help sell additional face amount and more permanent life insurance when appropriate.

Financial Strength Flyer Demonstrates the financial strength of MetLife and positions it as a life insurance company that delivers on its promises.

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NOTES:

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NOTES:

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MetLife Promise Whole Life 120 is issued by MetLife Insurance Company USA generally on Policy Form 5E-12-12 and in New York only by Metropolitan Life Insurance Company on Policy Form 1E-12-10-NY. All guarantees are subject to the claims-paying ability and financial strength of the issuing insurance company. MetLife Promise Whole Life Select 10, MetLife Promise Whole Life Select 20, and MetLife Promise Whole Life Select 65 are issued by MetLife Insurance Company USA generally on Policy Form 5E-12-10 in all jurisdictions and in New York only by Metropolitan Life Insurance Company generally on Policy Form 1E-12-10-NY. All guarantees are subject to the claims-paying ability and financial strength of the issuing insurance company. MetLife Promise Whole Life is issued by MetLife Insurance Company USA on Policy Form 5E-12-10 and in New York only by Metropolitan Life Insurance Company on Policy Form 1-15-13-NY. All guarantees are subject to the claims-paying ability and financial strength of the issuing insurance company.

Whole Life Insurance Products are: • Not A Deposit • Not FDIC-Insured • Not Insured By Any Federal Government Agency • Not Guaranteed By Any Bank Or Credit Union

Metropolitan Life Insurance Company 200 Park Avenue New York, NY 10166 metlife.com

MetLife Insurance Company USA 11225 North Community House Road Charlotte, NC 28277

BDWL23958 L0714384132[0916] © 2014 METLIFE, INC. PEANUTS © 2014 Peanuts Worldwide

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