Summer of Resource-Rich, Mobile-Friendly Advisor Site Revamps

Jose Santana by on Jul 31, 2013

Earlier this summer, several life insurance and annuity carriers performed advisor website revamps that boosted the selection of resources available online and also introduced mobile-friendly designs. Three Annuity Monitor and Life Insurance Monitor firms released redesigned advisor sites, two of which – Lincoln Financial Group and Nationwide Financial – are designed to consolidate both annuity and life insurance needs into one user-friendly site. Here, we review the key upgrades implemented by the three firm and discuss the future of mobile-optimized sites.

Lincoln Financial Group
The new Lincoln Financial Distributor’s website features an attractive layout with new navigational improvements such as an updated main menu with flyout capabilities, a redesigned homepage and new features for several advisor tools and resources. New advisor site content highlights include revamped product information pages, new advisor book of business capabilities added to the homepage and a deeper resource center.

Redesigned Book of Business Feature – Accounts by Value Bar Graph
Redesigned Book of Business Feature – Accounts by Value Bar Graph
Nationwide Financial
Nationwide unveiled the first phase of their advisor site revamp. Highlights includes a new green and white website color scheme, an updated main navigation menu with dropdown menus and a streamlined navigation structure. The simplified homepage layout separates Sales and Book of Business resources into Annuity, Life and Retirement Plan sections and contains a prominent Quick Links section with easier access to important online content and resources. The Forms & Literature section provides links to a variety of forms as well as general sales literature. The firm has not made any further announcement as to when the next phase of the revamp process will be completed.

New Nationwide Advisor Sales & Service Center Homepage
New Nationwide Advisor Sales & Service Center Homepage 
John Hancock Life Insurance
John Hancock recently unveiled a redesigned life insurance advisor site, which features a more modern, organized and mobile-friendly design that significantly increases usability. The key design improvements include an updated main navigation menu featuring dropdown menus and improved access to product and fund Information, marketing materials, forms, active and pending cases and sales ideas.

New John Hancock Advisor Site Main Navigation Menu
New John Hancock Advisor Site Main Navigation Menu
Closing Thoughts
While annuity and life insurance firms are making strides to develop websites that display crisply on mobile devices, most lag behind the likes of banks, brokerages and fund firms when it comes to offering mobile-optimized websites. From a content perspective, many annuity carriers and life insurers are doing a good job of delivering quality information and resources online. However, given the demand for fully functioning mobile sites, they have some work to do with regards to site design going forward.