SURAA quoting platform for car insurance agents
Overview
SURA wanted to grow its car insurance business in Mexico, a market where almost every policy is sold through an agent.
We designed and built its quoting platform from scratch. After the car insurance launch, SURA asked us to do the same for five more products.
- Role
- Creative Director,
Experience Design @R/GA - Scope
- Web app
- Client
- SURA Seguros
Mexico - Year
- 2019
Discovery
A platform made only for agents.
Direct sales happened over the phone. People bought car insurance through an agent because they needed someone to explain what they were paying for. SURA had no defined target and no value proposition of its own.
We analyzed new policy registrations, ran more than 50 interviews with customers and stakeholders, and compared how local and international insurers handled a quote online.
One flow
B2B at first look, B2C under the hood.
The same quoting flow had to work for an agent with a client in front of them and for a buyer on their own.
We set a few rules for it: ask only for what is needed to quote (brand, model and postal code), show progress at every step, reveal detail only when someone asks for it, and let people edit any answer.
The offer
Three coverages instead of five, with extras on top.
Five similar policies were hard for an agent to explain and harder for a buyer to choose between. We reduced them to three tiers and moved the rest into optional extras, so people could build their own coverage.
- BasicThe mandatory minimum: third-party liability, roadside assistance and medical expenses.
- BroadEverything in Basic, plus total theft and material damage.
- TopEverything in Broad, plus extended assistance, a replacement car and locksmith service.
Scale
Five more products, at the same time.
After the launch, SURA asked for five more insurance policies. Instead of repeating the process five times, we ran all five in parallel tracks on one shared plan.
Home insurance follows the same pattern as car: a few simple questions, a recommended plan and coverage people can adjust.
System
One visual language for every product.
A shared grid, a palette built on SURA's blues and one illustration set for homes, cars and people let each new product look like part of the same platform.
