A public insurance site built around trust.
OpenLife Marketing is a source-available product, in development as part of the wider OpenLife product. It turns an insurance site into a buildable system: what to say, how to design it, how to meet accessibility needs, and how the quote flow should convert.
Insurance customer experience
Supporting build partner · Source-available product · In development
A conversion system built around clarity instead of pressure.
The plan gives the site one standard: earn trust, explain the offer, and move visitors toward an application without pressure tactics.
- OpenLife
Source-available product, in development
- AA
Accessibility target documented
- Quote
Conversion path centered on clarity
- 90
Day measurement horizon defined
Context
The project frames a public direct-to-consumer life-insurance site, where clarity and trust matter more than urgency tricks or catalog-first navigation.
Challenge
Insurance marketing sites often optimize for lead capture before understanding, which is a poor fit for an older audience making significant financial decisions across multiple sessions.
Approach
OpenLife Marketing connects product goals, audience needs, accessibility rules, design guidance, and engineering docs to one job: help people understand the offer, get a quote, and finish an application without pressure tactics.
What we shipped
A build-ready marketing system with product direction, design guidance, content strategy, documentation indexes, and engineering references.
What exists today
Build-ready content, accessibility, design, conversion, and engineering guidance for an insurance marketing site.
What this means for your team
Marketing that earns trust in a regulated market
Content, design, and conversion rules for insurance built around clarity instead of pressure tactics.
Accessibility as a requirement
WCAG 2.1 AA is part of the plan from the start, not a fix after launch.
A plan engineering can build from
Content, design, accessibility, conversion, and engineering guidance live in one place, so nothing is lost between teams.
Clarity is the conversion strategy.