WEALTH September 19, 2025 0 Comments

Irish Life’s Bold New Move: What Their Rebrand Means for Investors Ready to Ride the Next Wave

Ever found yourself putting off that all-important paycheck investment or that long-overdue health check, telling yourself, “I’ll do it tomorrow”? You’re not alone — and it turns out, your brain is wired that way on purpose. Irish Life’s fresh new brand platform, A better life with Irish Life, taps into this clever but pesky habit called “present bias,” which tricks us into favoring what feels good right now over what’s truly best for our future. But here’s the kicker: what if the tiniest step you take today could turn into a giant leap for your wellbeing and financial security down the road? Irish Life isn’t just nudging you; they’re rolling out the red carpet with tools and guidance to make acting now easier and — dare I say — even inspiring. Their latest campaign, It’s Better to Act Today, reminds us just how powerful those “small,” timely choices really are. So maybe it’s time to flip the script on procrastination — after all, the future you’ll thank you for it. LEARN MORE

Irish Life has unveiled its refreshed brand platform, A better life with Irish Life, which positions the company as a partner in helping people across Ireland take meaningful steps today to secure a stronger future.

The new platform, the company say, is rooted in a core behavioural insight: while many of us understand what benefits our health, wealth and wellbeing, we don’t always act on it.

This tendency, known as “present bias,” means people often prioritise immediate needs over long-term gains — creating one of the biggest barriers to improved outcomes in life and financial planning.

Responding to this challenge, Irish Life’s refreshed platform is designed to motivate people to act now.

The company aims to make those first steps easier through accessible tools, guidance, and services.

Whether encouraging individuals to plan their financial future or facilitating a simple health check, the focus is on starting today to build lasting progress.

To introduce the platform, Irish Life has launched a new advertising campaign titled It’s Better to Act Today.

The creative highlights how frequently people delay important decisions until tomorrow, while showing the difference small actions taken today can make for future wellbeing.

The campaign will be rolled out across multiple channels, including TV/VOD, radio, digital audio, cinema and social media.

Richard Daly, Senior Brand & Advertising Manager at Irish Life, commented: “At Irish Life, we see every day how the choices people make now have a profound impact on their future wellbeing.

“Our new brand platform is about helping people overcome the natural tendency to delay, by making it simpler and more motivating to take action. This is how we fulfil our ambition of building better lives, not just for individuals, but for Ireland as a whole.”

Adding further perspective, Jonny Cullen, Creative Director at Folk VML, said: “We all know the feeling of putting things off.

“Our goal was to dramatise that truth in a way that’s both relatable and uplifting, showing not just the tendency to delay, but the positive impact of acting today.

“Through storytelling, we wanted to create a real emotional connection to Irish Life and its role in making that first step feel easy.”