Financial Services

From relationships with policy holders, to relationships with families

With adoption of life insurance declining, we were tasked with imagining how life insurance might change, and where expanded offerings could add value.

After exploring life, family and legacy with people at various stages of life, we identified a key insight; the definition of family has never been more open, but the template with which families operate against, has never been less clear. With that observation, we defined three pillars of need within families — Defining Values, Building Character and Sharing Legacy. These needs formed the basis of our opportunity; designing solutions that did more than insure the financial legacy of an individual, but insured the very fabric of family itself — the true legacy of a family.

Working with the C-suite, we embarked on building several services which could help deliver utility to families across these pillars — ultimately extending the companies relationship beyond end-of-life moments, and beyond the individual policy owner. The output explored MVPs which were tested with consumers as well as MVBs — or minimally viable brands — which informed investment and acquisition strategies surrounding the expansion of the business.