It’s fair to say that most underwriters and insurance companies have fairly unexciting websites.
That’s not to say they don’t do their job well and provide value to users, but they certainly don’t leave any sort of memorable impression.
Brooklyn Underwriting have bucked the trend with their new website, which it’s fair to say is quite different to any other insurance related website I can think of.
What makes this even more interesting is that Brooklyn only deal through intermediaries, so all the effort is mainly for the benefit of insurance brokers rather than consumers.
Denver Van Gramberg, Brooklyn’s Marketing & Distribution Manager, had the following to say to Insurance Business:
“Brokers spend a lot of time on insurer websites. The idea was to make the time being spent on the website a bit special. We had a look at some of our competitors and the market in general. We found there was no real interaction or interest factor. People go onto the site, do what they have to do and get off.
“We wanted to provide a bit of entertainment around the business use of the website – and try and have a little bit of fun, rather than being stoic.”
Personally I think the look and functionality of the new site is fantastic, and is certainly a lot different to the websites of other insurers, underwriters and brokers.
One area that I particularly like is the team section, in which all of the Brooklyn staff are depicted in a police line-up.
By clicking on any of the staff members you are taken to another page with a more casual photo of the team member along with additional information about their current role and their background.
Insurance really is a people business, so it’s great to see a bit more personality in the team profiles and in the overall website.
I can’t recall the source, but earlier this year I read that no matter how ‘boring’ the product or service promoted on your website is, it is still important to ‘surprise’ visitors to your website with interesting design features.
Brooklyn’s new website may not necessarily mean that brokers will be inundating them with new business, but a website that is more enjoyable to visit and interact with will certainly not hurt.