Product development
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Digital product reduces ops cost
Client
Policygenius
Role
Principal Product Designer
Collaborators
Zoe Zese (Product), Jason Unger (Eng)
Problem
Traditional life insurance sales required agent interaction, creating friction in the purchase process and increasing costs for both customers and the company. While Policygenius had revolutionized how customers shop for insurance, the actual purchase process still relied heavily on agent involvement. This created a disconnect between the modern shopping experience and the traditional sales process.
Approach
Working closely with our insurance carrier partner, we saw an opportunity to completely reimagine the life insurance purchase experience. The challenge was to replicate the careful underwriting process typically handled by agents in a digital format that customers could complete independently, while ensuring all regulatory requirements were met.
Solution
We created an end-to-end digital purchase experience that allowed customers to buy life insurance entirely online. The system carefully guided users through the application process, automatically gathering all necessary underwriting data while maintaining clarity and simplicity. We also developed an intuitive quote comparison experience that helped customers understand their options and make informed decisions.
Impact
25% of sales
by end of year
The results far exceeded our expectations. We had set an ambitious goal of processing 12% of sales through this digital channel by the end of the year. Instead, we reached approximately 25% of total sales, with significantly reduced fulfillment costs. This success demonstrated that with thoughtful design, even complex financial products can be transformed into smooth digital experiences.
