Multi-brand lead generation for estate planning, wills, and final expense insurance. Service-contract relationship with Blaney Group. Seven product lines, seven distinct personas, unified voice. This guide governs positioning, tone, compliance, and performance metrics.
Altig Organization is the largest agency within AIL (Globe Life subsidiary). Blaney Group generates leads for AO through multi-channel campaigns. Service contract: Blaney invoices for lead generation. Distinct from Launchpad — AO is a client relationship, not a owned platform.
Lead generation service. Blaney Group builds, manages, and optimizes ad campaigns across Meta, Google, and other platforms. AO receives qualified leads. Contract terminated September 2025, but operations continue under renewal terms.
Never conflate Altig with Launchpad. Launchpad = agent recruiting platform we own. Altig = client relationship for lead generation. Different brands, different personas, different compliance frameworks. All internal references must be clear on which brand owns each asset.
AO operates three active consumer-facing properties. Each has its own visual treatment and tone. Retired brands remain archived.
| Brand | Status | Positioning |
|---|---|---|
| Lifeguard Network | Primary | Trustworthy, authoritative, clean. Lead source for Will Kit product line. |
| Secure Legacy | Active | Estate planning, will kit, traditional. Navy/dark, serif-friendly design. |
| Prevencion360 | Active | Spanish-language. Warm, family-oriented, community-focused. Child safety and will kit focus. |
| Prevention 360 | Retired | English-language legacy version. Archived. |
| Trust Guard | Retired | Legacy brand. Archived. |
| Protect My Future | Retired | Legacy brand. Archived. |
Service-oriented, not salesy. Respectful of identity and life stage. Practical over emotional. Simple and direct. Zero fear-mongering. Zero false urgency about government benefits. Never disparage VA, Medicare, union, or other institutions. Never imply insurance is free.
Seven product lines, each with its own persona, tone, and performance metrics. Lead volume and CPL vary by market, platform, and optimization stage.
US veterans, free will kit offer, duty and legacy messaging
~4,800 leads/month | $18.69-$22.48 CPL | $65-69K weekly budget
Largest volume line. Targets US veterans with positioning around duty, legacy, and protecting family. Free will kit reduces friction. Platform: Meta + Google. This is the workhorse — consistent performance, strong ROAS.
New York state only, premium CPL, niche geotargeting
~170 leads/month | $232.57 CPL | ~$1.2K weekly budget
Highly specialized, geographic-restricted. NY state targeting. Premium CPL reflects niche focus. Lower volume but potentially higher LTV. Test market for location-specific optimization.
Active union members, identity-affirming voice, varied geo
US: ~89 leads/month @ $39.17 CPL | CAD: ~130 leads/month @ $66.05 CPL
Dual-region (US + Canada). Targets active union members. Identity-affirming positioning — validates union membership as a marker of stability and collective responsibility. Strongest ROI on benefits messaging.
Primarily Canada, practical reassurance, efficient CPL
~270 leads/month | $14.53 CPL | ~$1.5K weekly budget
Lowest CPL, most efficient line. Primarily Canadian. Practical, reassuring tone. "Peace of mind through preparation" positioning. Strong stability driver. Highest profit margin due to CPL efficiency.
Canadian credit union members, small volume, member-first
Niche volume | Developing CPL | Emerging line
Credit union partnerships in Canada. Member-exclusive positioning. Small volume but strong loyalty and community integration. Partnership-driven, not full-funnel.
Family-first, Spanish language, protective messaging
~60 leads/week | $45.74 CPL | ~$686 weekly budget
Spanish-language, family-focused. "Protecting family future" as core message. Child safety angle. Prevencion360 brand. Warm, community-oriented tone. Growing segment with strong identity alignment.
Seniors, empathetic messaging, gentle approach
~60 leads/week | $57.49 CPL | ~$862 weekly budget
Seniors segment. Final expense / burial insurance positioning. Empathetic, gentle tone. "Legacy without burden" messaging. Dignity-first. Compliant with all senior-focused regulations.
Each product line performs best with specific psychological angles. This mapping shows which drivers win, which are stable, and which are at risk for each persona.
| Driver | Definition | Winner Lines | Stable Lines | At-Risk Lines |
|---|---|---|---|---|
| Duty/Legacy | Sense of responsibility to family, protecting future generations, honoring values | VET, UNI | WK, CSKSP | — |
| Risk Removal | Eliminating system problems, bureaucratic friction, unknown costs | VET, WK | NY-VET, FEX | — |
| Future Regret Avoidance | FOMO, "I should have done this earlier," life event triggers | VET, WK | CSKSP, FEX | — |
| Deservingness | Feeling worthy of good outcomes, earned security (career, membership, status) | VET | UNI, CU | — |
| Effort Minimization | Structure over chaos, simple vs. complex, low friction | — | WK, CU | — |
| Identity Reinforcement | Validating existing identity (veteran, union member, parent, senior) | UNI, VET | CSKSP, NY-VET | — |
| Peace of Mind | Stability, knowing things are handled, security, eliminated uncertainty | — | WK, CU, FEX | — |
| Life Change Trigger | New chapter (marriage, parenthood, retirement, health event) | — | WK, VET | — |
| Problem Validation | Acknowledgment that the problem exists and is real (not made-up urgency) | — | WK, FEX | VET, UNI |
| System Frustration | Anger at inefficiency, rules, bureaucracy, lack of choice | — | — | UNI |
| Cost-Conscious / Math | Numbers-driven, ROI-focused, economic value analysis | — | WK, CU | — |
| Attribute | Definition |
|---|---|
| Service-oriented, not salesy | Lead with value. No pressure tactics. Frame as helping, not convincing. |
| Respectful of identity | Validate the person's status (veteran, union member, parent, senior). Never diminish. |
| Practical over emotional | Show the system. Explain how it works. Emotional appeal is secondary. |
| Simple and direct | Plain language. No jargon. No false urgency. Clear next steps. |
| Product | Tone | Example Hook |
|---|---|---|
| VET | Honorable, duty-focused, no-nonsense | "Your family's future. Your terms. No red tape." |
| NY-VET | Local, personal, state-specific confidence | "Estate planning built for New York families." |
| UNI | Peer-level, identity-affirming, collective | "Union members deserve better. Here's what that looks like." |
| WK | Practical, reassuring, straightforward | "Simple will planning. Done in minutes. Peace of mind." |
| CU | Member-privileged, exclusive, trust-based | "Your credit union benefits just expanded." |
| CSKSP | Warm, family-first, protective (Spanish) | "Protege el futuro de tu familia. Sin complicaciones." |
| FEX | Empathetic, gentle, dignity-affirming | "Final wishes honored. Family protected. Dignity preserved." |
Altig Organization itself uses the warm red/brown as primary. Clean, professional, trustworthy aesthetic.
Each consumer-facing brand (Lifeguard Network, Secure Legacy, Prevencion360) has its own visual treatment. Do not force AO colors onto consumer properties.
| Brand | Primary Color | Aesthetic | Use Case |
|---|---|---|---|
| Lifeguard Network | Trustworthy blue/teal | Modern, clean, authoritative | Will kit primary funnel |
| Secure Legacy | Navy, estate-planning traditional | Serif-friendly, classic, dignified | Estate planning positioning |
| Prevencion360 | Warm, family-oriented tones | Approachable, bilingual-native | Spanish-language, family focus |
Sans-serif for modern, readable properties. Serif optional for estate planning / legacy positioning. Consistency across all AO operations.
| Element | Font / Style | Purpose |
|---|---|---|
| Headings (AO Ops) | Inter, Bold (700) | Professional, authoritative |
| Body (AO Ops) | Inter, Regular (400) | Clean, readable |
| Consumer Headlines | Brand-specific (varies by property) | Brand identity |
Monthly leads, Cost Per Lead, weekly budget allocation, and primary platforms. These are real numbers from ongoing campaigns.
| Product Line | Monthly Leads | CPL | Weekly Budget | Platforms |
|---|---|---|---|---|
| Veteran (US) | ~4,800 | $22.48 | $65-69K | Meta, Google |
| NY Veteran | ~170 | $232.57 | ~$1.2K | Meta |
| US Union | ~89 | $39.17 | ~$2.3K | Meta |
| CAD Union | ~130 | $66.05 | ~$2.1K | Meta, Google |
| CAD Will Kit | ~270 | $14.53 | ~$1.5K | Meta, Google |
| Child Safety/Spanish | ~60/week | $45.74 | ~$686 | Meta |
| Final Expense | ~60/week | $57.49 | ~$862 | Meta |
Veteran line drives volume. ~$65-69K of ~$76K total weekly budget. Established, predictable ROAS. Scale aggressively while maintaining CPL floor.
WillKit (CAD) is efficiency. Lowest CPL. Test new angles here before rolling to other lines. Small budget punch significantly above weight.
Niche lines (NY-VET, Union, CSKSP, FEX) are test beds. Lower volume, higher CPL acceptable for learning. These can eventually scale if foundations are solid.
| Stage | Action | Owner | Metric |
|---|---|---|---|
| 1 — Ad | Scrolling pattern interrupt | Blaney Group | CTR, impression spend |
| 2 — Landing Page | Lead form or capture | Blaney Group | Lead form submission rate |
| 3 — Lead Delivery | Lead data transmitted to AO | Blaney Group (technical) | Lead delivery speed, data quality |
| 4 — Lead Qualification | AO agent receives lead, reviews disposition | Altig Organization | Disposition category |
| 5 — Agent Contact | Agent calls or messages lead | Altig Organization | Contact attempt, response rate |
| 6 — Presentation | Agent presents product/service | Altig Organization | Presentation rate, close rate |
| 7 — Sale | Policy issued or service contracted | Altig Organization | Revenue per lead (LTV) |
Blaney owns the ads through step 3. CPL is the handoff metric. AO owns steps 4-7. Disposition and LTV are their metrics. CPL is how we measure our performance. Disposition is how AO measures lead quality.
CPL (Cost Per Lead): Total campaign spend ÷ total leads delivered. Primary metric for campaign efficiency.
Disposition: AO's classification of each lead (qualified, not qualified, duplicate, bad contact info, etc.).
LeadProsper: Likely the platform or system name for lead delivery / qualification tracking. Verify with AO ops.
Three-layer check: Universal rules (all content) → Domain rules (US/Canada/specific jurisdiction) → Brand rules (per-line). Full compliance engine at protocols/compliance-engine.md.
| Brand/Line | Key Compliance Rules |
|---|---|
| VET | HARD: Never "Veteran" before product name. SOFT: Honor service, validate sacrifice, no stereotyping. |
| UNI | HARD: Verify union membership stats before citing. SOFT: Validate membership identity without exploitation. |
| CSKSP | HARD: All Spanish copy reviewed for cultural accuracy. SOFT: Family-first messaging must respect autonomy. |
| FEX | HARD: Age gates (55+). SOFT: Empathetic tone, dignity, no morbidity focus. |
Before any new campaign launches: (1) Run Universal + Domain + Brand compliance checks. (2) Pre-approve all copy variants. (3) Flag any hard rule violations immediately. (4) Document soft rule overrides with reasoning.
Monthly audit: Review top-performing ads and landing pages. Flag any compliance drift.