Guided Assistance

Insurance shouldn’t feel like decoding fine print

problem

When users try to buy insurance today, they are pushed into a system that expects too much from them. The experience starts with products, filters, and comparisons, assuming users already understand policies. But in reality, users come with a need—not knowledge. They scroll through multiple options, struggle to compare coverage, and try to make sense of complex terms. This leads to confusion, hesitation, and low confidence, often forcing them to rely on agents.

solution

To solve this, the experience shifts from product-first to need-first. Instead of asking users to search, the system starts by understanding their situation their health, financial goals, and concerns. Based on this, it guides them with relevant, simplified recommendations, reducing the need to compare endlessly.