Nine years on one engagement, across two very different markets.
Nine years as Creative Director for a life-insurance broker: platform, content, conversion, and a change of model when the market tightened.
2013 to 2022, one continuous engagement
Win: Nine years on one engagement, across two very different markets.
The results
9 years
One engagement, across two markets
$10M+
Revenue over the engagement
20,000+
Policies sold
What was in the way
For most of the run the platform, the content and the conversion work compounded the way they are supposed to. Then the category changed. Better-funded entrants moved into the same search results, and the economics of competing for that attention stopped favouring an independent: the spend that is a considered investment for a small business is a routine line item for a company with backing, repeated every week. Buying the same visibility at the same price was no longer a strategy that could work, however well it was executed.
What it is
A life-insurance broker: the web platform, the content behind it, and the conversion work that turned traffic into policies sold. Creative Director from 2013, across the whole arc of the business rather than a project inside it.
What I built
The platform, the content system and the conversion path, and then — when the market shifted — the harder work of deciding what to stop doing. The useful move was not to compete on spend. The business had been carrying the full cost of placing policies itself, so we cut that to zero and replaced the margin with affiliate revenue, earned on traffic the site already had. Same audience, same demand, a different way of being paid for it.
The outcome
Over the engagement: 20,000+ policies sold, $10M+ in revenue and 10,000+ five-star reviews, all client-reported. The figure I would point at is the 9-year run. Most engagements do not survive a single change of strategy, and this one came through several, including a change of business model.