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- Launched the first-ever direct-to-customer (DTC) life insurance product—a game-changer for the provider
- Cut the typical 3-year timeline down to 10 months, smashing industry norms
- Achieved 115% of first-year sales goals with a product customers actually understood and trusted
- Balanced speed, regulatory compliance, and user needs with intelligent, human-centered design process
OVERVIEW
Rethinking life insurance: from overwhelming to empowering
Life insurance doesn’t have to be complicated. Grand Studio helped one of the most trusted insurance brands rethink the way life insurance could be sold, launching their first-ever direct-to-customer (DTC) life insurance product in just 10 months—a process that usually takes years. By tackling the emotional hesitation of end-of-life planning, simplifying a notoriously complex product, and aligning stakeholders, we delivered a product that was clear, accessible, and successful.
CHALLENGEFrom agent-driven to customer-led: a bold new direction
Let’s face it—life insurance is a tough sell. It’s emotional. It’s complex. And for most people, it’s easier to ignore than to engage. For decades, agents have carried the weight of making life insurance approachable, but this project was different. The provider wanted to put the process directly in the hands of customers—for the first time ever.
But there were major hurdles:
- Regulatory constraints: with rules that vary state by state, compliance threatened to slow the whole thing down
- Organizational inertia: traditionally risk-averse processes weren’t built for speed
- Customer hesitation: convincing people to engage in end-of-life planning meant crafting a message that was clear, relatable, and empowering—not overwhelming
- Agent/Provider relationship: a new DTC product could threaten the sales process traditionally done through agents working on behalf of the provider
The goal? Launch a streamlined, customer-friendly product 70% faster than the standard industry timeline.
Breaking the mold to build momentum
Grand Studio dove in with a rapid, human-centered approach designed to break through complexity and move the project forward—fast. Our tailored approach included the following:
- Deep User Research: We sat down with real people in real settings, asking candid questions about their fears, barriers, and motivations when it comes to life insurance.
- Iterative Prototyping: By testing early and often, we stripped away confusion, refined the message, and ensured the product would resonate with customers and agents alike.
- Cross-Functional Alignment: From underwriters to designers to leadership, we got everyone on the same page, prioritizing what mattered most to keep the momentum going.
- Simplified Design: We reimagined the user experience and built tools—scripts, service maps, and tailored messaging—that made life insurance feel straightforward, relatable, and easy to act on.
In short, we turned complexity into clarity and hesitation into confidence.
RESULTS
Making transformation happen
In just 10 months, we helped the provider deliver a product that not only launched faster than anyone thought possible but smashed expectations along the way:
- 10-month launch: we delivered in 70% less time than the traditional 3-year development cycle.
- 115% of sales goals: the product didn’t just launch—it exceeded its first-year targets.
- Simplified experience: we made life insurance easy to understand, removing the confusion that held customers back.
- Under budget: completed the project 15% below budget, delivering both speed and efficiency.
