Helping families
get future-ready
Creating a disruptive, differentiated life insurance proposition for Money For Them.
PROJECT OVERVIEW
To launch a new life insurance product in a crowded market, you need to do things differently.
CreateFuture designed a customer-centric life insurance proposition, built an impactful brand and reinvented the sales journey with a digital experience that helps people connect to the lump sum.
Through CreateFuture’s research-backed, empathetic and collaborative design process, combined with a test and learn approach to proposition, brand and experience design, the team enabled a global life and health reinsurer company to launch the venture in 3 short months.
Our work
Research | Proposition design | Experience design | Brand toolkit | Brand messaging
THE CHALLENGE
The UK’s insurance market is a sea of sameness, the offer is commoditized, the sales journey is transactional and customers either don’t realise they need the product or understand it.
This awareness, consideration and conversion challenge stalls business growth.
Money is emotional (especially when it comes to the financial security of a child that’s left behind if the unthinkable happens) so short-term marketing tactics such as price promotions or £30 gift cards isn’t enough to encourage customers to take out a life insurance policy.
How can a global life and health reinsurer company build trust, increase share of the market and move more customers into the sales funnel? ‘Zig’ when your competitors ‘zag’.
MoneyForThem puts meaning behind life insurance
Unlike competitors, MoneyForThem creates an emotional connection to parents and provides context to the lump sum. From the initial advertising to the final quote, the journey helps parents uncover what they need in the context of their family.
The proposition was designed around the customers jobs to be done, to bring real value beyond discounted price or sense of urgency.
THE SOLUTION
To differentiate MoneyForThem in the market, we:
- Redesigned a playful and upbeat visual and verbal brand to pivot away from fear of the unknown and financial guilt.
- Built an interactive tool that brings much-needed context to the numbers and provides quote options that are personalised to the day-to-day lifestyle of the family.
Put a positive spin on a difficult subject, using children’s drawings and compelling copy in the advertising, to create cut-through, build trust and drive traffic to the portal.
From childcare to emergency cash, paying off the mortgage or providing a deposit for a house, the lump sum is put in context of the parents goals for their children, should the policy be used. The simple, relatable and personalised journey builds understanding and meaning behind the monthly costs, to enable parents to select the right amount of cover.
Our innovative design-thinking methodology ensured value from the get-go, by putting real people at the centre of the research and development process, in order to go to market with a brand, product and experience that deeply connects with audiences' needs.
MoneyForThem fundamentally helps deliver on the organisation’s global purpose: make financial protection accessible to all.
“We achieved more in 4 weeks than we have in 2 years”
John Dick
Chief Digital Delivery Manager
Get in touch
We work with global brands, using design thinking to develop new, or improve existing, products and services. Our brand-led approach ensures that they outperform.
If you’re trying to do more with less, get in touch with us to help you get there and leave you in a better place.
