After leaving his role as CMO of John Hancock, our client Rahim called us for quick help elevating the brand and user experience for his new company, Plum Life Insurance. Plum Life was moving fast to launch a revolutionary model: they let their agents sell policies digitally, while offering consumers agent expertise plus buy-online convenience.
Category
Financial Services & Insurance
Services
- Brand development
- UX/UI design
- Website development
- Video production
- Collateral design
The results
+19%
conversion rate with no paid media support
+45%
Net Promoter Score (vs. -20 NPS industry average)
Plum Life was acquired within two years
Building a brand to stand out from the ground up
To represent Plum Life’s bold new approach, we wanted a brand that would help them stand apart from the legacy business models of their competition, as well as the category’s traditional blues and hard edges. As striking the right tone was critical, we also led a mission, vision, and values development workshop that helped pinpoint a precise brand voice and ensure a consistent experience across every touchpoint.
Removing friction and reinforcing the brand
We designed Plum Life’s B2B website to be extremely user friendly, helping agents focus more on taking care of their clients and growing their pipeline—not administrative tasks. The site’s look and feel mirrored the boldness of the brand, with photography and content card shapes reflecting the curves of the logo.
We also developed an agent portal and dashboard that allowed sales agents to run their entire business from their phone. We paired this with collateral that helped Plum Life agents make the sale—from sell sheets to email templates and more.
Streamlining the online customer experience
On the consumer side, we designed the site to mirror the simple, stress-free experience of working with Plum Life. That meant easy-to-navigate pages with clear CTAs and no industry jargon. To add trust and personalization, each Plum Life agent was given a custom URL leading to a page with a unique contact card and greeting for their clients.
“When I co-founded Plum Life, Flynn was one of the first people I called to help develop the brand. The work they did for us was top notch. They created something completely fresh and achieved our objective of differentiating from existing brands—something that breaks through and speaks directly to the advisor.”
—Rahim Rajpar, Plum Life Co-Founder & CMO
