Insurance Website Design – 10 of the Best Industry Examples

Whether you’re a small insurance firm or a growing one, differentiating yourself from your competitors is one way to keep increasing your customer base. 

Like with many other industries we’ve discussed on this blog, in insurance, an exemplary website is necessary to propel your firm to the top of search results. This will attract new clients. Presenting a website that’s easily navigable and gives visitors the information they need will also lure in leads and maintain current clients.

If you’re scratching your head wondering which elements of web design are most necessary for an insurance firm like yours, you’ve come to the right place. Ideally, you want a website that’s responsive, has great CTA placement, and supports the customer journey. 

Below are 10 examples of successful insurance website designs that each have unique features to them. You can use them as inspiration as you seek to create your own exemplary insurance firm website. 

  1. Stone Agency Insurance
  2. Sanlam Indie
  3. Oscar
  4. Jetty
  5. Brown & Brown Insurance
  6. American Family Insurance
  7. Lumico
  8. The Insurance Experiments
  9. Lemonade
  10. Titan Insured
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1. Stone Agency Insurance

Useful information presented in a concise way

The Connecticut-based Stone Insurance Agency specializes in business, home, and auto insurance. Their website has lots of great design elements, so let’s discuss these now. 

Emphasis on Humanizing Their Business

We’ve talked about this before on our blog, but it’s so important to remind your customers that yes, the people behind your insurance firm are human too. Stone Agency does this in a phenomenal way. It starts from the moment you reach their homepage, where you see an image of people gathered at a meeting. 

Their testimonials are another humanizing element, but above all, Stone’s “We’re Your Neighbors” section is the one that most reminds you most that Stone’s staff is comprised of friends, neighbors, and community partners. 

Easily Accessible Contact Information

If you feel inclined to reach out to Stone Agency Insurance’s staff quickly upon landing on their website, it’s not hard to find the contact information. At the top of the page, well above the fold, you’ll see Stone’s phone number, their email address, and a Facebook icon link that, when clicked, redirects you to the firm’s social page. 

No-Frills Navigation

Even if you find you need more time before reaching out to Stone, navigating their site is very simple. They have five menus, About, Home & Auto, Business Insurance, Contact, and Claims & Carriers. All are very clear so you don’t have to guess what you’re clicking. 

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2. Sanlam Indie

Youthful graphics and energy

New Zealand’s own Sanlam Indie is a life insurance provider with a design that skews towards a younger demographic without being exclusionary to other customers.

Creative Graphics

Like Brown & Brown, Sanlam Indie chooses to go with a clean white backdrop on its website that acts as a blank canvas. They don’t go overboard with their graphics, instead choosing fun, funky patterns like half-circles and rows of dots that complement the images of people that are prevalent on most pages on their site. 

Convenient Client Logins

You don’t have to go searching high and low to find the client login section as a member of Sanlam Indie insurance. At the top of the homepage to the right is a login link. No matter which page you navigate to on their site, this box doesn’t disappear.

Also smart is how Sanlam places a yellow “Get a quote” CTA box right next to the login box to incentivize leads to learn more about their firm. 

Easily Explained Processes 

Insurance can be confusing to the uninitiated. Yet whether you’re looking for death income protection, disability coverage, critical illness coverage, life insurance payouts, or funeral coverage, Sanlam makes it easy to find what you want.

On their homepage, they also explain their process clearly and simply, such as how they provide a quote in 10 minutes or less as well as what your policy does and does not include. 

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3. Oscar

A service that matches the slogan

As a health insurance provider, Oscar has some steep competition. Here are the ways this firm is making such an impact through its design.

Appealing Artwork and Graphics

Aninsurance website design needs a distinct identity, and Oscar has that in spades. As you explore their site, you’ll see unique artwork that illustrates their services, including family or individual plans, Medicare advantage plans, and business plans. 

These graphics are interspersed with images of real people as well. 

Clear Navigation

Oscar says it does “health insurance made easy.” That’s why the firm boasts simple navigation for just that. They have five menu items, Medicare, Individuals & Families, Businesses, For Brokers, and For Providers. Each menu has a dropdown with more comprehensive information per each category. 

Easy Login No Matter the Type of Customer

What kind of customer are you to Oscar? Be it a provider, broker, business, or service member, the login feature at the top right of their website makes it simple  for you to quickly sign in to check your policy or make changes. 

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4. Jetty

Great color cohesion throughout

New York’s Jetty deals in renters’ insurance. The design of their website is a winning one in multiple ways, so let’s explore.

Color Cohesion

It takes only a moment of looking at Jetty’s website to get a feel for their branding and design. Their main color is a vivid teal. It’s on the giant J logo right on the homepage, in their CTA button (“Get Quote”), and it’s even the star color for Jetty’s often-five-starred reviews. 

This cohesion links together elements on Jetty’s site that would otherwise be disparate, creating great unity. 

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User Experience Tailored to Their Audience

Since Jetty offers, as they call it, “lower move-in costs for everyday renters,” they admittedly have a specific audience. Their customers tend to be younger apartment renters, and Jetty’s bright, youthful design reflects their audience’s tastes perfectly. 

Easy to Get in Touch 

Do you want to reach out to Jetty right away? This is another insurance firm that makes it overwhelmingly convenient to make contact. Their Call Us link at the top of the page gives you their phone number so you can dial them, join their insurance, and get protection on your rented property right away. 

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5. Brown & Brown Insurance

Clean, simplified, and easy

Brown & Brown Insurance is also a great industry example in its own right. Here are the elements of the site we most recommend integrating into your insurance firm’s website design.

Eye-Catching CTAs

The Brown & Brown color scheme is white, navy blue, and red. Their red call to action buttons, whether against a white background or a blue box, always have a way of standing out. Besides grabbing your attention, the CTA placement is also very well done here. For instance, there’s one CTA, “Find Your Solution,” right at the top of the homepage. Another is in the center of that same page.

Search Function

If you know what you’re looking for but you don’t want to spend the time clicking through menus, you don’t have to on Brown & Brown’s website. A search feature right at the top of the page is convenient and handy. 

Clean, Uncomplicated Design

Even if you do spend some time poking around such pages as Investor Relations, What We Do, or About Us, one thing is abundantly clear on Brown & Brown’s site. The firm prioritizes clean design with a simple white backdrop, images that enhance the design, and neat boxes throughout. 

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6. American Family Insurance

History kept modern

American Family Insurance was founded in 1927 in Madison, Wisconsin, and today remains a key insurance firm. Once you see their website, you’ll understand how Amfam has transcended the generations.  

Neat, Contained Pages

Amfam offers a lot of services, among those farm and ranch insurance, business insurance, renters’ insurance, life insurance, and the standards like home and car insurance. They give their customers plenty of options, but an unorganized design would make it confusing and difficult to navigate to just the right type of insurance. 

That’s why Amfam keeps all its many insurance categories neat and contained. You can navigate straight to renters’ insurance if that’s what you want, or life insurance or anything else. This saves you time. 

A Multitude of Conversion Elements

The American Family Insurance website also excels in converting leads. As you look around the site, you’ll come across a variety of conversion elements, from the “Contact Us” and “Sign In/Up” links at the top of the site to the “Find an Agent” CTA on the homepage, the “Report a Claim” button on the Claims page, and more. 

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7. Lumico

Colors and images combined for an amazing effect

Once known as Generation Life Insurance, when Lumico rebranded, they brought with them an invigorating website design. Here are some elements to pay attention to. 

Attention-Grabbing Graphics

Insurance website design doesn’t have to be stuffy, as Lumico has proven. Their homepage greets you with colorful text in bright neon pink and electric orange. This is combined with animated graphics that you can’t turn away from. The overall effect is one that surely captivates attention. 

Simplified User Experience

To better understand your insurance, Lumico keeps its navigation simple, with only four menus, Products, Our Story, FAQ, and Contact Us. On their Products page, you can learn about insurance expenses, term coverage, and which of Lumico’s insurance best suits you. If that’s not clear enough, their FAQs will answer any other questions you may have.

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8. The Insurance Experiments

Making insurance fun

In the UK, The Insurance Experiments bring a unique approach to insurance that certainly warrants them a spot on this list. Let’s talk more about their website now.

Fun Cartoons

With a name like The Insurance Experiments, you had to expect a different way of doing things. Indeed, this firm delivers, with cartoony graphics (some that even animate!) all over their homepage. 

Underneath this cutesy, cartoony layer is the same great insurance you’d expect out of any viable firm, but The Insurance Experiments finds a way to keep things interesting.

Instant Navigation 

Once you scroll past the graphics, you’ll see a section of The Insurance Experiments’ website that says “filter by insurance type.” Here you can choose from a myriad of insurance, for pets, vehicles, travel, property, health, and business. You only have to select one and you’re off to the races!

Fantastic Theming

If you’re wondering why this UK firm calls itself The Insurance Experiments, it becomes quickly apparent on their homepage. Their FAQs are categorized by experiment number. Each includes its own graphics so you can quickly and easily track down the info you need most and then get on with your day. 

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9. Lemonade

Another playful approach to renters’ insurance

In the same vein of Jetty is Lemonade, a renters’ and homeowners’ insurance provider. Here’s a glimpse into their website and what makes it tick.

Designed for the 21st Century

It’s like Lemonade themselves say. Their insurance website design is for customers who are living firmly in the 21st century, aka those who use apps (Lemonade has one), read reviews before buying anything (Lemonade has those too), and like to know the prices of what they’re buying (yes, Lemonade divulges this information).

Colorful Website Elements

Lemonade’s web design is kept purposefully simple, with a white background and grayscale illustrations of a cityscape. It’s so their neon pink elements, like CTA buttons, hyperlinks, and even some graphics will stand out that much more.

Socially Connected

Any company, insurance firm or not, that says it’s designed for the 21st century should have a wealth of social buttons. Lemonade delivers, linking you to their Instagram, Facebook, Twitter, YouTube, and even their Dribble and Stories accounts. Talk about staying social! 

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10. Titan Insured

Localized insurance done right

Boston’s own Titan Insured operates out of Jamaica Plain and the Bay Back area. They’re very proud of their location, and they use it to their advantage. Here’s what we mean.

Localization for a Close-Knit Feel

If you’re in the Boston area and looking for insurance, Titan Insured sets itself up as a great option right from the get-go. On their homepage, they say “we are your Boston insurance agency.” Other localized copy throughout their site also lends Titan’s website that neighborly feel.

Easy Access to the Client Portal

Once you become a customer of Titan Insured, logging right in is quick and easy. Their client portal at the top of their website takes you to a page where you can log right in, ask for a policy review, pay your bill, get an auto ID card, request a certificate, make a policy change, or report your claim. 

Is it time for your firm to consider a new insurance website design?

The insurance market may be a crowded one, but a solid website is your first step to making your firm stand out. The 10 examples of top-notch insurance website design we showcased here prove that whether you’re going for a whimsical or no-nonsense approach to insurance, you should design your site with clean backgrounds, great graphics, and easy navigation. 

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.


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