February 9, 2026 Newswires

Symetra Launches New Chapter of ‘Plan Well, Play Well’ Campaign With Sue Bird

Business Wire

Sports legend explores retirement—and winter sports—with the help of some special guests

BELLEVUE, Wash.--(BUSINESS WIRE)--
Symetra Life Insurance Company has launched new consumer marketing with fresh episodes of its “Plan Well, Play Well” social content series featuring sports icon and longtime Symetra brand ambassador Sue Bird. As Sue continues to explore how to live her best life in retirement with help from Symetra and maybe pick up a new hobby or two, she’s joined by figure skating legend Tara Lipinski and ice hockey star Hilary Knight.

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Symetra helps Sue Bird find a new hobby in retirement with figure skating pro Tara Lipinski.

“Today’s retirees are rewriting the rules of retirement, and we wanted to show what’s possible when you plan for the future you envision,” said Trinity Parker, SVP and Chief Marketing Officer at Symetra. “Partnering with Sue allows us to bring that story to life in a light, uplifting way. Whether you're learning to skate or building financial security, it all comes back to having the freedom to explore what’s next.”

Launching ahead of the Winter Games, Season 3 of “Plan Well, Play Well” debuted Feb. 5 with “Figure Skating.” Sue laces up, learns how to build balance, find her edges and even tries a jump harness, expertly coached by world champion figure skater Tara Lipinski. Sue next teams up with ice hockey forward Hilary Knight for “Hockey,” dropping Feb. 16. The two long-form episodes and multiple short-form teasers will run nationally through April 30 across YouTube, YouTube Shorts, and Meta. In addition, the campaign also includes paid social and influencer elements.

The new executions feature the campaign’s signature humor and non-stodgy sensibility. “I’m Sue Bird. I’m a retired professional basketball player, and today I am at an ice-skating rink. Symetra is still trying to find me some hobbies in retirement. I’m going to give figure skating a go. Luckily, they brought in some help because I’m probably going to need it.”

“Plan Well, Play Well” Season 3 short-form teasers (Symetra helps retired b-ball star Sue Bird find a hobby on the ice with Tara Lipinski):

In addition, returning for the second year is Sue’s Plan. Updated with some new ice hockey footage, the :30 spot depicts Sue in a financial professional's office discussing her vision for retirement while the financial professional reviews options with her. The spot is running during the Winter Games on NBC and affiliated properties.

Both the social campaign and “Sue’s Plan” were produced by Seattle-based Copacino Fujikado, Symetra’s creative agency of record since 2004. The advertising features Symetra’s new tagline: Plan well. Be well. Live well. reflecting Symetra’s holistic approach to helping people live their best lives through retirement solutions, employee benefits and life insurance.

Sue talks partnership

“Plan Well, Play Well.” Season 3 also includes a bonus feature with Sue, who talks about her partnership with Symetra, the importance of preparation and of having the right team to support you and your goals. “Plan well, play well has been great. Symetra really set me up for success, allowing me to try to find what speaks to me,” says Bird in the clip. “As an athlete, it was always about being as prepared as possible. I didn’t want finances to dictate what I did in retirement. I wanted to have the freedom to figure out what I like to do, what I was passionate about.”

To learn more about Sue’s retirement journey and Symetra, visit Plan Well, Play Well.

About Symetra

Symetra Life Insurance Company is a subsidiary of Symetra Financial Corporation, a diversified financial services company based in Bellevue, Washington. In business since 1957, Symetra provides employee benefits, annuities and life insurance through a national network of benefit consultants, financial institutions, and independent financial professionals and insurance producers. For more information, visit www.symetra.com.