DPL Financial Partners

B2B Multichannel Digital Campaign

Beauty Of Annuities Landing Page
The Client

DPL Financial Partners provides Registered Investment Advisors (RIAs) with commission-free annuities and other inventive investment solutions since 2017.

The Campaign

DPL’s challenge was to overcome the stigma of Annuities and win over the new wave of fee-only advisors with the compelling strengths of DPL’s innovative Commission-Free Annuities.

BHI leveraged the negative perception of Annuities and introduced a counter-intuitive campaign — The Beauty of Annuities — which underscored the strengths and benefits of DPL’s Commission-Free alternative.


Big Honkin' Ideas

My Role

Principal Developer & Animator
Placement and Reporting


Adobe Animate
Salesforce / Pardot

“Justin is a skilled developer and digital content creator. He is also a thoughtful collaborator whose ideas and insights enhance the creative process and final product. I trust him to deliver, so much so that I have engaged him on personal projects outside of the corporate work we've done together over the past five years.”

Heather Welsh Rosato
Heather Welsh RosatoChief Marketing Officer
1. Banner Ads

DPL had four exclusive benefits they wanted to bring awareness to for the Beauty of Annuities campaign: Certainty, Simplicity, Efficiency, and Fiduciary.

BHI created four variations, each with its own gradient and landing page, which allowed us to conduct multivariate testing to see which benefits resonated most. Each ad also included A/B testing based on the ad's background color.

Deliverables included HTML animated ads and social media banners.

Banner ads

RIABiz banner ads

LinkedIn ads
2. Landing Pages

Each ad directed users to a corresponding landing page that reiterated the ad's visuals and explained the benefit in more detail.

Since this was primarily an awareness campaign, the CTA lead users back to the main website, where they could try out DPL's custom calculators.

Landing pages
3. Results


Increase in website traffic


Increase in annuity sales

“Over a six month period in 2022, digital ads running on industry websites saw 0.79% average CTR and helped drive a 50% increase in DPL’s website traffic. Meanwhile, overall annuity product sales increased more than 20%, MYGA (Multi-year Guaranteed Annuity) sales grew by over 30%, and not coincidentally, DPL saw steady growth in usage of its new annuity calculators.”

Heather RosatoChief Marketing Officer, DPL