Established in 1988, Countrywide Assured plc is a successful company providing its customers with long term financial protection for their home and family. The company does not market direct to consumer but grows by acquiring life and pensions policies from other providers. This creates additional challenges for the customer communications as the customer base is diverse and bought their products from differing stewardships from IFA advised-sale to direct channels.
The website was very information heavy, a dumping ground of content written for the governing bodies as opposed to their customers. This meant the website was full of confusing content, which customers were finding difficult to navigate and find what they wanted. Countrywide Assured needed an improved user experience as well as an improvement to their messaging around educating and informing customers with different financial options, such as fund prices or retirement in general.