Make "On Your Mind" Insurance Plan stay on your mind
Introducing the first-in-market reverse mortgage insurance policy
Aware of the new market demand for insurance products supporting retirement needs, CTF Life launched the first-in-market "On Your Mind" Insurance Plan. However, due to the novelty of a reverse mortgage insurance policy, it took extra effort and elaboration to elucidate how the policy worked to the mass audience. This grandiose task fell on the shoulder of a one-page campaign site structured with easily digestible content to help customers visualize the workings of the policy.
SERVICES
KEY FOCUS
INDUSTRY
LEAD TIME
3 months
YEAR
2020
Get inside your customers' head. Know what they don't know.
Long story short
Feature-packed the policy might be, it was not utterly impossible to explain it as briefly as possible. Having identified that the key features of the policy rested on benefits distributed before retirement (i.e. death benefit for the family) and after retirement (i.e. withdrawing benefits in advance to support retirement life), we made sure it was the centre of focus when customers browse the page.
Supplementary information and examples help a lot
To encourage customers explore further, we created bite-size content in the format of Q&A and case studies to answer questions or scenarios they have on mind to help them make better judgements on what they needed most.
Make it inexcusable for customers to say "I can't do the maths"
The "On Your Mind" calculator allowed customers to visualize the premium in a few clicks. This way they could trial and error their way to a solution fitting their needs.
As W. Edwards Deming famously said, "Without data, you're just another person with an opinion."
Turn data into insight
Keeping track of information (e.g. geographic location of the submission) of each submission of the "On Your Mind" calculator, CTF Life could gain access to invaluable information that help shape future products and service development.
Credits
Terry Luk / Project Lead
Koey Tse / Project Executive
Mok / Design Lead
Kelvin Lam / UX Designer
Bill Yu / Lead Frontend Developer
Mike Liu / Frontend Developer
Vincent Fung / Lead Backend Developer
Jasper Wu / Senior Copywriter
Results
- Successfully brought "On Your Mind" Insurance Plan to the market
