A digital ecosystem that challenges insurance codes
- Client
- Beneva
- Industry
- Professional Services
- Category
- Website
- Ref
- PBV-0720
Mandate
In under 12 months, we built a full digital ecosystem to launch Beneva, a bold new insurance brand created from the merger of two Canadian industry giants: SSQ and La Capitale.
In a low-trust category disrupted by fast-moving insurtechs, Beneva had to leap ahead — fast. Our approach: position it as a human, modern and trusted leader in Canadian insurance. This project also involved working on Beneva’s mobile app, which played a pivotal role in customer interactions.
Results
12
months from kickoff to launch
+23%
in conversion
+10%
in engagement
Content that builds trust and brings clarity
Earning consumer trust. Standing out in a highly competitive and disrupted market. Building on legacy systems. Racing against time… At the intersection of all these challenges, content quickly emerged as a key pillar of our strategy.
Engaging content design
Insurance is complex and often hard to grasp. Beneva’s website tackles this head-on by putting clear, engaging content at the forefront. Educational, animated and interactive visuals help transform abstract insurance concepts into intuitive, reassuring experiences. This makes for seamless user journeys and powerful SEO performance.
Real-Talk tone and manner
With a reassuring, accessible, inspiring and occasionally humourous tone, our goal was to break from the industry’s mould and boldly set Beneva apart in an otherwise sterile environment. This strategy helped us build a stronger emotional bond with clients, who undeniably value clear, comprehensible communication.
A design inspired by e-commerce
From day one, our clients embraced the vision of a retail-inspired approach to insurance. The concept of “making the intangible tangible” was instantly embraced, and we immediately saw how modern e-commerce patterns could drive superior performance.
Journey-driven navigation
We overhauled our content architecture to enhance discoverability. Moving away from a “line-of-business” model that created product silos, we adopted a customer journey framework. This new navigation employs elegant motion to progressively uncover offerings, effortlessly leading users to the right solution.
Quick conversion patterns
In the insurance industry, lead acquisition is paramount. Recognizing this, we developed a prime strategy for quotes. For high-intent users, quick quotes are thoughtfully displayed and easy to access. We integrated sticky patterns directly onto product detail pages (PDPs) and seamlessly wove promotions into nearby calls-to-action, optimizing the conversion path.
Tangible product imagery
In insurance, clichéd stock photos are the norm – think sunset strolls to depict retirement plans. We quickly disrupted this, using vibrant 3D renderings to illustrate our products and services. The result is a refreshing, colourful world that fully embodies our commitment to simplicity.
An enabler of transformational change
Merging two long-standing institutions meant more than uniting teams and cultures. It also required designing within the constraints of decades-old legacy systems. With a fast launch timeline, we were determined to lay the groundwork for a more future-ready and flexible ecosystem.
Decrease risk with user testing
Our agile approach utilized three distinct test types, each with its own advantages and scope. This strategy enabled us to quickly uncover issues, validate assumptions and refine features, drastically reducing the potential for launch failures or expensive redesigns.
Accelerating revitalization with design systems
A flexible, robust design system proved pivotal in speeding up the revitalization of 5,000 digital pieces. Standardizing these components not only expedited our launch but also ensured greater consistency across our entire digital ecosystem, allowing us to quickly adapt to future needs.
Our role on the project
Strategy & Business
- Project Management
- Product Strategy and Roadmaps
- CX Research and Journey Design
- Data analytics, optimization and CRO
Technology
- Accessibility (WCAG compliance)
- Automated and manual QA
- Drupal
- Vanilla JS
- GSAP
Design
- Quick Prototyping and Concept Accelerator
- UI Design
- UX Design
- Content design and copywriting
- Motion Design
- Design systems
- User testing
