PURE Programs provides specialty insurance solutions designed for high net worth individuals and families, shares a common management with PURE Insurance, and is a member of the Tokio Marine Group.
This brand was in search of a digital marketing presence serious enough to keep pace with its rapid growth. They also needed a dynamic CMS that would support this growth and make it easy to update content.
There was another important detail - due to regulations, PURE Programs couldn’t target end consumers for insurance sales and rather had to target independent retail insurance brokers with high net worth clients.
We began our work with a focus on increasing engagement with PURE Programs' appointed brokers, and attracting new brokers to apply for an appointment.
We set our sights on creating a digital experience that would not only enable PURE Programs to launch and market a range of new products more effectively, but also provide important information on billing and claims to customers in a compelling way.
Applying Smart Processes
Our approach was shaped by a holistic cycle of services.
We built our strategy based on on-site stakeholder interviews and workshops, user interviews, and competitive market analysis. We transformed these insights into a plan of action spanning design, engineering, marketing, SEO, and product growth.
Differentiating a Brand
PURE Programs shares a common management with PURE Insurance, and both serve high net worth individuals and families. However, PURE Programs provides specialized non-admitted insurance solutions.
The need to keep these two brands united while carefully differentiating each determined the creation of each branded asset. This balance guided the creation of a unique brand positioning, messaging, and tone of voice for PURE Programs. A new logo, color palette, typography, and design guide rounded out our work.
Designing the Journey
We began our UX phase with a selection of exploratory wireframe designs. Following validation from user research, we landed on a minimalist information infrastructure. This UX converged with our already defined visual identity to inform the creation of inviting and polished UI designs.
One example of the way these interlaced components come together is the use of the framing element on imagery. This echoes the logo design and focuses the user’s attention on highlighted elements.
Defining the Architecture
PURE Programs didn’t just need a great website- they needed a digital product they could update and manage in-house. That’s why we chose to build on Drupal 8, an open source CMS that is flexible, secure, and simple to maintain. It’s also easily customizable, allowing us to bring this brand’s premium feel to the forefront of the experience easily. Salesforce integration means that the PURE Program team can follow up on leads quickly, and all content is hosted on the robust Acquia cloud.
Delivering Long-Term Success
We launched the PURE Programs website alongside a solid SEO growth strategy and a roadmap for ongoing enhancements and delivery of features. In order to ensure maximum impact, we retained a cross-functional team, implemented weekly check-ins, and also developed a plan for quarterly business reviews.
Working with Apply has been a fantastic experience. We’re impressed at how easily everything came together, and of course, the quality of the new PURE Programs website.