New York Life, a mutual company owned by policyholders not shareholders, launched the Guarantees Matter site to uniquely position the company and its products in the sweet spot of consumer financial planning.
New York Life’s first foray into rich media branding online set out to tell the story that has not been told before. The site educates consumers on what it really means to be a mutual company and why it matters now; it draws users into interactive experiences that show the 164 year history of New York Life’s financial strength; it provides the tools necessary for users to turn interest into action; it enforces the importance of talking to an agent and tell stories about agents in their communities. The approach for user experience was meant to be simple yet entertaining. It’s clear that researching life insurance isn’t the most exciting thing someone can do in their day. But by providing an incrementally engaging path and a variety of content interactions, we knew it was possible to captivate long enough to get the “Ah ha,” communicate the takeaway and then prompt the user to contact an agent. Visually the site attempts to communicate a sense of strength and security. Creative use of marble like designs and hammer & chiseling on the pre-loader help to create that sense. The video content uses animated visual metaphors in conjuction with the voice-over to communicate key messages. Tools are meant to be quick “in and out” interactions for the user that is a bit further along in the decision process.