The marketing push launched yesterday with a print ad campaign targeting independent financial advisers, which will run for eight weeks across IFA trade press including Money Marketing, Financial Advisor and Money Management.
The campaign will then roll out over the coming months with online marketing, direct mail and PR activity.
The ad campaign, created by integrated agency Burn, is based on the concept of "perfect partners" to reflect AIG Life's philosophy of working harmoniously with independent financial advisors.
The marketing campaign follows the appointment of Neil Denton, who joined from Lloyds TSB wealth management as head of marketing at the end of 2007.
Denton said: "The UK wealth management market is a growth area. People are becoming increasingly savvy about seeking out financial advice and we believe that now is the time to invest in our brand and continue to foster great working relationships with IFAs.
"We also believe that wealth management is not just for the rich and the broader marketing and PR campaign will raise awareness of both our brand and our range of products and services."