Max New York Life seeks to create consumer pull with new website

Keeping pace with changing consumer trends on the Internet, Max New York Life Insurance aims to create consumer pull in life insurance, through its new features rich, interactive and user friendly website. The website is in tune with the company’s strategic positioning of advice based sales helping individuals through their decision of selecting the right life insurance solution that fits their needs. At the same time through rich content, calculators and tools, the website aims to create need for long-term savings and protection, best served through life insurance. The new website also marks a shift towards a category-led site from its earlier product-centric version.

The new website aims to retain consumers on the website by engaging them on serious inputs on life insurance, right from educating them to involving them with respect to their needs.

Commenting on the need for the new website, Anisha Motwani, Director & Chief Marketing Officer, Max New York Life Insurance, said, “We have observed a distinct consumer trend of researching financial products especially life insurance plans before buying these financial solutions. Internet research has gained traction over the past few years in our target audience of mass affluent plus. The new website of Max New York Life provides information and tools to help consumers in their research. The new website has calculators and tools to help in self assessment of needs by consumers. We are confident the new website will help consumers in understanding some of their life stage needs and in finding relevant financial solutions. This is Max New York Life’s pioneering effort in creating consumer pull in a category like life insurance, known for product push.”

“At Max New York Life we constantly make efforts to stay ahead in the changing environment and innovate constantly to enhance customer delight at every touch point. The new website is designed to provide an enhanced user experience to our existing as well as prospective customers through faster access, simple navigation, rich content and enhanced utility. With the new intuitive interface, we aim to make planning for the future easier for our customers than ever before. We are confident that our users will find this extremely powerful and will enjoy a significantly enhanced experience on our website,” added Motwani.

The website now sports a strategically designed interface centered on ease of navigation, content comprehensibility and user experience.

Key new features of the website include: enhanced user engagement and experience, rich content, and superior technology compatibility.