We helped an insurance company successfully launch a spinoff brand to promote its retirement services.

a new spin on retirement

The Scenario

As a first in the market to offer a subscription-based business model for life insurance and annuities for retirees, it was the right time for this company to launch a brand specifically targeted to this demographic. Understanding this audience was crucial.


The Solution

Our CX Advisory consultants led a brand experience workshop to rally stakeholders and drive a new look and feel for retiree-specific services. As a result, the company defined a vision and vocabulary for the brand extension, letting those details and insights shape compelling design language, website design, a component library and brand expectations.


The Results

  • A captivating voice reflects the brand and customer goals for the retiree audience
  • A new design system quickly builds on-brand marketing site components
  • The tailored digital platform drives a new competitive advantage in the annuity marketplace
  • Existing and potential customers enjoy a user experience that speaks uniquely to them

a new spin on retirement

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