April 2017 Trends & Highlights: BB&T and Safeco Public Site Revamps, Marketing Campaigns and Mobile Payment Capabilities

by on May 22, 2017


New Marketing Campaigns from Five Firms – This month, five firms launched new marketing campaigns, focusing on social impact, trust building, celebrity partnerships and women in financial planning. State Farm began its Neighborhood of Good campaign promoting volunteerism, while Wells Fargo premiered its Building Better Every Day campaign to ensure customers of its commitment to improving. Esurance announced a partnership with HGTV stars Drew and Jonathan Scott, and John Hancock released a campaign with former Red Sox player David Ortiz. Lincoln Financial Group unveiled its campaign promoting financial planning for women through social media.

New Public Microsites from Five Firms – Five firms launched new microsites, promoting campaigns, programs, educational resources and digital platform information. State Farm and Esurance released microsites related to the campaigns mentioned above. Pacific Life launched a Thrive with Pacific Life sitelet for educational articles, videos and additional DOL fiduciary rule materials. Nationwide promoted its new Guaranteed Retirement Income program with a microsite that features an income calculator, educational resources and a link to the online purchasing process. Citibank compiled all mobile app, online banking and digital wallet compatibility services information into its new Citi Digital Banking Services microsite.

Mobile Payment Capabilities from Three Firms – April saw a slight uptick in new mobile payment capabilities with Santander pairing with Apple Pay, Chase adding Gear S3 options and Wells Fargo launching PayPal Wallet capacities.


Annuity Monitor Adds Brighthouse Financial to Its Coverage Group

Corporate Insight’s Annuity Monitor will now cover MetLife’s and Brighthouse Financial’s public, private and advisor site content under the Brighthouse Financial name, following the spinoff’s recent public site launch.

BB&T and Safeco Redesign Public Sites

BB&T updated its public site homepage, main navigation and checking accounts interface to feature long-scroll pages and a modernized design. The homepage provides promotional sections for varying products and services. The main navigation provides click-expanding horizontal tab flyout menus, and the checking account interface offers new font styles and design aesthetics. The rest of the site remains unchanged.

Revamped BB&T Public Site Homepage

Safeco aligned its design with that of its parent firm, Liberty Mutual, employing the firm’s color scheme, responsive design and flat elements. The main navigation remains the same, apart from an added Customer Resources menu item that leads to a new Customer Support section. The new section offers links and information for policy help. The revamped homepage provides tiles to log in, find an agent and track a claim, as well as icons leading to product pages. Product pages provide quote start fields and intrapage tabs for Coverages & Discounts and FAQs.

New Safeco Customer Support Section

Fidelity Adds Socially Responsible Theme to ETF Screener

A new category icon on the private site ETF/ETP Screener landing page reveals a lightbox of four subcategories: All Socially Responsible, Environmental & Social/Governance, Environmental and Social/Governance. The subcategory tiles display the number of and link to corresponding screener results. The theme allows clients to view the specific category of ETFs without needing to select a screener from the left sidebar.

New Fidelity Socially Responsible ETF Theme

Socially Responsible ETFs Lightbox