Chubb life insurance portal

Case Study: Redesigning Chubb’s Life Insurance Quote Portal

Client Overview

Chubb is a global insurance provider that inherited a legacy life insurance quote portal from a previous company. The portal had a number of usability issues and was not meeting the needs of modern users. It was not mobile-friendly, had a confusing user flow, and was not integrated with Chubb’s existing CRM platform, which was managed by Bravura.

The Challenge

Customers were frustrated with the experience of obtaining a life insurance quote online. Many found the process unclear and difficult to complete, particularly on mobile devices. Chubb required a full redesign of the portal to improve usability and accessibility, ensure seamless integration with their CRM, and meet the expectations of today’s digital customers.

User Insight

A key user need was the ability to complete the quote process on the go. Users wanted the option to begin their application on one device and complete it later on another, such as starting on mobile and finishing on desktop. They also needed clear guidance and the ability to save their progress if they did not have all the required information available.

Business Goals

• Improve user experience and accessibility across devices

• Integrate the quote portal with Bravura’s CRM system

• Ensure eligibility checks for New Zealand and Australian residents

• Capture essential user and application data

• Present clear cover options and underwriting outcomes

• Enable in-session adjustments and complete the purchase process online

Solution Overview

We designed a streamlined, responsive portal with a clear and modular flow, addressing all core user and business requirements. The experience was broken into logical, progressive steps with auto-save functionality and seamless device switching.

Key Features Included:

• Eligibility and Personal Details
  Users are guided to confirm eligibility and provide basic personal information, including name, date of birth, gender, and smoking status.

• Quote Generation
  Users select cover type and amount (low, medium, or high), and view the standard premium associated with each. Options are available to set frequency as fortnightly, monthly, or yearly.

• Terms and Conditions
  Before proceeding, users must agree to key terms and conditions.

• Extended Personal Information
  Additional details such as email, mobile number, and title are collected. Previously entered data is auto-populated to streamline the process.

• Existing Coverage Check
  Users are asked whether they already hold similar insurance.

• Underwriting Decision
  The system presents cover options, premiums, potential loadings, and any exclusions. Users can adjust cover amounts via slider or manual input and select preferred payment frequency.

• Purchase Path
  If the user accepts the offer, they are directed to proceed with the purchase. In cases where medical information is required, the user is routed to a medical consent form presented via an embedded iFrame.

• Application Summary and Payment
  The final step includes a summary of the cover selected and secure payment collection. Users receive confirmation upon completion.

Outcome

The new portal provided a mobile-optimised, user-friendly experience that supported cross-device usage and full CRM integration. User drop-off rates were reduced, while application completion and customer satisfaction significantly improved. Chubb now has a scalable digital solution that meets both regulatory and customer needs, while positioning them competitively in the digital insurance space.