Countrywide Assured

Customer Strategy Programme Development


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.


  • UX & UI Design
  • Web Design
  • Web Development

The research indicated a much simpler and secure information hub needed to be created, one that illustrates the key communication messages to enhance the customer understanding. To translate this message we used UX specialists to ensure the customers were able to find the most important information with ease. Translating the key benefits for the customer in a decluttered environment.

We provided Countrywide Assured with a quicker and lower cost communication tool that educated policyholders to better manage their policies, make informed financial decisions and take advantage of any policy benefits to which they may be entitled. Highlighting the customer benefits to make more educated decisions about their Countrywide Assured products.

“Perfect Storm took an impressive and fresh approach to our brief, with a real emphasis on, and a great understanding of our customers’ needs and the different user journeys needed. We look forward to working with them as partners for years to come.”

Clare Birks - Head of Operations & Customer Strategy at Countrywide Assured

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