Site and insurance catalog with quoting by line for Smile Brokers

Smile Brokers is an Argentine insurance broker that launched in 2016 with an approachable brand and a broad catalog of policies from several carriers.

A broker sells dozens of third party products to audiences that have nothing in common, and the risk online is not offering too little: it is overwhelming the visitor with everything at once.

And it had no channel of its own to do it with.

• Three audiences: individuals, shops and companies look for different cover and use different words.
• A broad third party catalog: dozens of lines from several carriers, all needing explanation.
• No capture: nothing turned interest into a concrete quote request.

In insurance, a visitor who cannot find their product in two clicks does not ask: they leave.

We split the offering into three entry points by client type, and gave every line two levels of depth so nobody has to read more than they need.

The project started by reviewing broker and comparison sites across the Argentine market.

Three doors, not one catalog

• Navigation tree with personal, commercial and corporate insurance.
• Each visitor enters through their client type and sees only what applies, without passing through the other two.

Every line, in two levels

• Full sheet and summary version for each line: motor, home, workers compensation, surety, liability, life and microinsurance, among others.
• Visitors decide quickly from the summary and go deeper only if they need to.

Turning interest into a request

• Quote request forms specific to each line and each client type.
• Every visit becomes a concrete request for the sales team rather than a generic enquiry.
• Internal search, a glossary of insurance terms, a carriers section and a blog with industry news.

Architecture and technology

• Responsive site with traffic measurement and a content manager with users and permissions.
• The broker team updates products, copy and news without depending on third parties.

Learn more about software development and digital marketing.

The broker launched with a channel that explains dozens of policies without overwhelming anyone, and that captures concrete requests.

Starting point

• No digital channel of its own at launch in 2016.
• A broad catalog of policies from several carriers, with no structure to present it.
• No way to turn interest into a quote request.

What was achieved

• Offering organized into 3 lines: personal, commercial and corporate insurance.
• Product sheets per line in full and summary versions.
• Quote request forms by line and by client type.
• Responsive site with search, glossary, carriers section and blog.
• Content managed by the broker team from a CMS with users and permissions.

Strategic impact

• Two levels per line serve the quick decider and the detail reader at the same time.
• A form per line turns a generic enquiry into something the sales team can actually quote.