Insurance companies have often pushed the boat out with their marketing efforts. Traditional firms have often become household names through the strategy of paid advertisements and brand awareness (think GEICO’s mascot and ubiquitous advertising in the US).
Now, however, there’s a tendency for insurance firms to increase the levels of their digital output, in particular expanding the capabilities of their web-based offerings. As we have seen in fintech companies’ big takeover from traditional banks and payment firms, new insurtech players are also challenging how predecessors need to market to both existing and new customers. Much of this, we’ve found, is in the form of a website that boasts cutting edge design, functionality and a customer-first UX experience.
Between 2017 and 2018, investment in insurtech doubled from $1.6 billion to $3.2 billion the following year, with this ascending trend continuing into 2019. Therefore, we’ve decided to check out how insurtechs (and some more traditional companies) have presented themselves on the web.
In alphabetical order
Pet insurance company Bought By Many features some stunning photography of some furry friends to contribute to a sleek and professional looking homepage outlining the company’s main selling points, customer reviews and also features animal welfare-related content from its blog on the main page.
Brolly has done an excellent job to keep their homepage completely free of clutter and striking with its red, black and white colour scheme. It sticks to their ‘simplifying insurance’ mantra by briefly showing its services and highlighting its main selling point, the app, which can be texted to the site user.
Clark’s mainpage is smart and simple, with some very clear images, and non-convoluted text. This is also apparent in its limited top toolbar. It’s a functional website to expertly display their management contract services and guides the user to join.
Insurtech company Cover has a clean look with its white background, only occasionally broken up flourishes of subtle colour and bold graphics to outline how the service works. The blog is also well designed and features regularly produced content, allowing for visitors to instantly sign up for their mailing list.
All-encompassing traditional insurance company Farmers Insurance has a packed web offering featuring a top toolbar complete with smart icons to segment their insurance options and is heavy on celebrity endorsement from J K Simmons and Sesame Street to add a feel of familiarity.
Draped in its trademark, eye-popping orange, Insurify’s homepage is a cartoon-style offering that places its handy comparison tool front and centre, as well as featuring animated price comparisons, fun icons and clear calls to action.
Ladder’s homepage is neatly arranged and guides the website user to explore its insurance options from repeated calls to action. It also makes handy use of a conspicuous side toolbar to navigate around the site and features clear typography to drive their simple slogans home.
Minimalism is the aim of the game for property insurance company Lemonade, where a monotone look is brought to life with flashes of red. A fan of content, Lemonade features pop-up videos to describe their services and even has a subtle animation to highlight their innovative stance.
The website for San Fran-based insurance startup Metromile looks fresh and inviting, with hand-drawn graphics, clear photography and a toolbar that focuses on its main product: it’s app. The page loads as one scrolls to make for an attractive homepage journey.
Oscar has all the trademarks of an expertly designed homepage offering. As well as its calls to action, bold typography and excellent graphics, they’ve placed a large emphasis on helping the user to navigate its wealth of pages. The hefty top toolbar is particularly great.
US car insurance company Root complements its main header image with a cool animated feature and makes great use of typography and white space as you scroll down the page, also housing an interactive map which highlights the startup’s growth.
By name and by nature, The Zebra’s site is adorned in black and white with bold purple splatterings that really burst off the page. Their tagline is just as clever, and the main feature is its search ahead functionality to find insurance quotes.
Bay Area-insurtech platform Trōv, in keeping with its trendier name, has an all-guns-blazing offering for its homepage featuring video clips, animated graphics and excellent photography alongside a display of its huge range of platform features through some smart icons.
Berlin-based digital solution wefox is branded in an alluring orange tone throughout its homepage, which focuses on the product with some admirable animations to indicate the many features and advantages of its mobile app. It expertly has the option to translate its pages into English, too.
China’s premier online-only insurance company has a lot going on, but it’s bold, striking images, carousel header and interactive buttons make it a fun website to surf through.
A variety of techniques, colour schemes and functionality all in the mix there, but certainly showing how the insurance market is embracing current and future trends in design which indicates the growing capacity for financial firms to produce excellent websites.
Know of any other great insurance websites? Let us know!