Driving Visibility for RGA’s Pension Risk Transfer Services

Reinsurance Group of America (RGA) is a global leader in life and health reinsurance, serving clients across more than 80 countries. Among their specialized offerings is Pension Risk Transfer (PRT) — a niche solution that helps organizations manage and offload the financial obligations of defined benefit pension plans. Reaching the right audience for a service this technical makes digital visibility both critically important and uniquely challenging.

RGA engaged us with a focused mission: improve organic search visibility for their PRT services without touching the broader corporate site. This meant setting aside our typical holistic SEO approach in favor of a hyper-targeted strategy built entirely around that one corner of their digital presence. It was a unique challenge, but one that ultimately drove impressive results.

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What We Did

Technical SEO
Search Engine Marketing (SEM)
Content Strategy

Industry

Insurance
B2B Services

Client Background

Reinsurance Group of America (RGA) is one of the largest and most respected reinsurance companies in the world, headquartered in Chesterfield, Missouri. RGA provides life and health reinsurance solutions to insurance companies, financial institutions, and employers on a global scale.

Among their specialized offerings is Pension Risk Transfer (PRT) — a solution that helps employers and plan sponsors reduce or eliminate the financial risk associated with defined benefit pension plans by transferring those obligations to an insurance carrier.

Despite RGA’s strong global reputation, their PRT division faced a real visibility challenge in the digital space.

Challenges

High levels of industry competition
Limited scope restricted to PRT section of site
Low keyword volume due to highly niche market
Technical constraints of a siloed SEO strategy
Reaching a highly specific, sophisticated B2B audience

Goals & Objectives

Improve organic visibility for PRT pages
Secure a competitive advantage in the PRT space
Increase qualified traffic from target decision-makers
Improve domain authority with high-quality content
Enhance user experience on key PRT landing pages

Strategy & Implementation

With our scope limited exclusively to RGA’s PRT pages, we knew that precision would be everything. We developed a targeted SEO strategy built around the specific needs of the PRT audience (pension plan administrators, CFOs, and HR leaders actively researching risk transfer solutions).

This started with deep keyword research focused solely on the PRT landscape, identifying high-intent search terms that aligned with how decision-makers actually search. From there, we developed recommendations spanning keyword targeting, on-page content improvements, and user experience enhancements designed to make RGA’s PRT pages more authoritative and more competitive in search.

Implementation looked different than a typical SEO engagement. Rather than having direct site access, we operated in an advisory capacity. This meant that we were delivering detailed recommendations that RGA’s internal team took through a legal approval process before publishing any changes. This required every recommendation to be clearly documented and ready to survive a compliance review, which meant longer timelines and a more collaborative workflow than we’re used to.

Organic Results

RGA PRT Focus SEO Keywords in SEMrush

June 2025 – Feb 2026

Visibility Increase 19.66 percentage points (2.70% on June 18, 22.36% on Feb 6)
5 of 25 focus keywords are in the AI Overview in SERPs
8 of 25 focus keywords have improved by over 20 positions in the SERPs – That’s like moving up 2+ pages

+19.66

pts visibility

(2.7% → 22.36%)

5 / 25

keywords in
AI Overviews

8 / 25

keywords up 20+ positions

Guiding Improvements to the Plan Sponsors Page