Keeping pace with changing consumer trends on the internet, Max New York Life Insurance, one of India’s leading life insurance companies, aims to create consumer pull in life insurance, through its new features rich, interactive and user friendly website. The website is in tune with the company’s strategic positioning of advice based sales helping individuals through their decision of selecting the right life insurance solution that fits their needs. At the same time through rich content, calculators and tools, the website aims to create need for long-term savings and protection, best served through life insurance. The new website also marks a shift towards a category-led site from its earlier product-centric version. The new website aims to retain consumers on the website by engaging them on serious inputs on life insurance, right from educating them to involving them with respect to their needs.
Commenting on the need for the new website, Ms. Anisha Motwani, Director & Chief Marketing Officer, Max New York Life Insurance said, "We have observed a distinct consumer trend of researching financial products especially life insurance plans before buying these financial solutions. Internet research has gained traction over the past few years in our target audience of mass affluent plus. The new website of Max New York Life provides information and tools to help consumers in their research. The new website has calculators and tools to help in self assessment of needs by consumers. We are confident the new website will help consumers in understanding some of their life stage needs and in finding relevant financial solutions. This is Max New York Life’s pioneering effort in creating consumer pull in a category like life insurance, known for product push.
“At Max New York Like we constantly make efforts to stay ahead in the changing environment and innovate constantly to enhance customer delight at every touch point. The new website is designed to provide an enhanced user experience to our existing as well as prospective customers through faster access, simple navigation, rich content and enhanced utility. With the new intuitive interface, we aim to make planning for the future easier for our customers than ever before. We are confident that our users will find this extremely powerful and will enjoy a significantly enhanced experience on our website," added Ms. Motwani.
The website now sports a strategically designed interface centered on ease of navigation, content comprehensibility and user experience.
Key New Features of the website:
* Enhanced user engagement and experience
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A need based approach for all stakeholders to address and engage all key segments through distinct entry points and dedicated sections for ease of use
Superior user experience through latest browsing mechanisms such as options to save and share content and reduced clicks by way of main level navigation.
Enhanced interactivity through relevant tools and calculators to help customers understand and mitigate the risks that they face this day and age and also suggest solutions as part of the result.
Enhanced call to action through various options for users to contact the company directly
* Content Rich
Aimed at empowering customer with rich yet comprehendible content,such as Q&A’s and interactive glossary demystifying life insurance and thus supporting quicker decision making
Shift to a category-led website treating each section like a mini-site with rich information going beyond the product offerings to resolve all possible queries
* Superior technology compatibility
Modular structure making the website 'future ready' with flexibility to accommodate restructuring and additional content in future
Use of flash and other advanced software to provide a better surfing experience to the user, but through its intelligence moves to a classic mode if the user does not have the requisite software