Sureify

THE CHALLENGE
Sureify was facing a conversion rate issue, users that landed on the site did not complete their personalized life insurance plan.
FinTech Mobile
ABOUT THE APP

Sureify is an educational service that helps millennials understand and create a personalized life insurance plan.

The site offers entry-level information regarding the different types of life insurance and the most common concepts using everyday language.

DESIGNING AN ACTION PLAN

Our scope was to increase Sureify’s conversion by understanding a young adult's perception to life.

PHASE 1

Understanding Users’ Motivations

Through Generative Research we were able to identify,

  • Millennials do not trust life insurance companies and policies. They rely on their peers' experience.
  • They postpone financial commitment for a later age.
  • There are many life insurance questions left unanswered.

PHASE 2

Restructuring the Product Based on User Research

In 1 on 1 sessions with Sureify users we discovered,

  • Millennials associate life insurance with complex legal information.
  • They do not think life insurance is important now, but they plan to get it at a later age.
  • They think life insurance is necessary only when they have dependants.

PHASE 3

Improving Sureify’s Conversion Rate

Our UX Research unveiled insights to implement new features that transformed Sureify into a more engaging app by,

  • Redesign Sureify' website to make it more attractive for young adults. Turning it into a hub for life insurance.
  • Incorporating a My Story section to encourage users to complete their profile.
  • Designing a Real Life Story page to let users discover life insurance benefits and encourage them to start a conversation with an advisor.

Understanding users' motivations increaseS conversion

Sureify’s conversion increased considerably once we started making data-driven decisions based on our UX Research.
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