Licensed advisor sales landing
Investment-linked life insurance is hard to explain and easy to oversell. The client needed a landing experience that built trust with clear fees and real options — no pressure.
A focused conversion experience that explains protection and wealth-building in plain language, routing qualified intent straight to a licensed advisor.
Overview
Investment-linked life insurance is one of the hardest products to sell honestly. It combines protection and wealth-building in a single contract, the fees are easy to bury, and the whole category has a reputation for pressure. The client wanted the opposite: a landing experience that earned trust by being clear about what the product is, what it costs, and who it's for — then routed genuinely interested people to a licensed advisor.
The constraints we worked inside
Financial products carry real compliance obligations, and that shaped everything. Claims have to be accurate and substantiated; nothing can imply a guarantee that doesn't exist. We treated those constraints as a design input rather than a box to tick at the end. The copy and the compliance review moved together, so the language that survived legal was also the language that read like a human wrote it — not a disclaimer with a headline stapled on.
The plain-language rewrite
The core of the work was translation. We took the dense, hedged language the category defaults to and rewrote it so a normal person could understand what they'd be paying for and what they'd get. Fees up front. Real options, described plainly. No countdown timers, no manufactured urgency. The bet was that trust converts better than pressure for a product people are right to be cautious about.
Lead routing
The experience exists to do one thing: get qualified intent to a licensed advisor, fast. Rather than collect everyone and sort later, the flow is built so the people who reach the advisor already understand the basics — which respects the advisor's time and the customer's. The result is a conversion experience that the client can run without compromising on how the product is represented.