Simplifying Financial Services for a Digital-First Customer
Overview
Financial services can be complex.
Insurance, investments, pensions and wealth management come with terminology, products, processes and decisions that can easily overwhelm the customer.
Britam operates across this entire financial journey — helping individuals and businesses protect what they have, grow their wealth and plan for the future.
Clever helped create a digital experience that brings this breadth of services together while making it easier for customers to find relevant products, understand their options and take the next step.
Services: Web Development · UX/UI · Information Architecture · Digital Experience
Platform: WordPress
Industry: Insurance · Financial Services · Asset Management
The Challenge
Britam is not a single-product financial services company.
Its offering spans life insurance, health insurance, motor insurance, general insurance, pensions, investments, asset management and other financial solutions. Its wider group operates across multiple African markets.
That breadth creates a significant digital challenge.
A customer looking for motor insurance has very different needs from someone planning for retirement. A business looking for employee insurance needs a different journey from an individual looking for health cover.
The website therefore needed to serve multiple audiences and financial needs without turning the experience into a maze of products and technical terminology.
The challenge was to create a platform that could make a complex financial portfolio feel simple, accessible and actionable.
The Approach
We approached the project around the customer’s objective rather than Britam’s internal product structure.
Instead of asking visitors to understand the organisation first, the digital experience helps them quickly identify what they are trying to achieve.
Protect → Save → Invest → Plan
This allows users to move from a broad financial need into the relevant product or service.
The platform also provides practical customer journeys beyond product discovery — from filing a claim and locating a hospital or garage to finding a branch, accessing forms and getting answers to common questions.
The result is a digital experience designed around customer action, not simply corporate information.
The Solution
One digital home for a broad financial ecosystem
The platform brings Britam’s diverse portfolio together within a unified digital experience.
Customers can explore personal financial solutions such as money market funds, health insurance, motor insurance, travel insurance and individual pension plans.
Business customers can access solutions including unit trust funds, work injury benefits, group life cover, student personal accident and marine insurance.
This creates a single digital destination capable of serving both individual and institutional customers.
Making complex products easier to explore
Financial products require context.
A product name alone doesn’t tell a customer whether it is right for them.
The website therefore provides dedicated product experiences that explain what each solution is designed to achieve, who it is for and the benefits associated with it.
For example, Britam’s Milele Health offering presents multiple healthcare plans and explains the different levels of cover available to individuals, families and businesses.
Similarly, investment products such as the Balanced Fund, Equity Fund and Fixed Income Fund are presented according to their underlying investment objectives and characteristics.
The objective is to move customers from “What is this?” to “Could this be right for me?”
Designing around customer journeys
Insurance websites can easily become product catalogues.
We treated the customer journey as equally important.
The Help Centre provides direct pathways for practical tasks including:
- Filing a claim.
- Finding a hospital.
- Locating a garage.
- Finding a branch.
- Accessing forms and downloads.
- Finding answers to frequently asked questions.
- Accessing customer support.
This creates a clear distinction between discovering a product and managing an existing relationship with Britam.
Both journeys have a place within the platform.
Moving from information to action
A modern financial services website should not stop at “Learn More.”
Where appropriate, the platform moves users towards action.
Product journeys can provide customers with pathways to explore, request information, obtain quotes or begin purchasing a solution.
For example, Britam’s digital Milele Health journey allows users to configure different cover options and receive a calculated annual premium before proceeding.
This is an important shift from a traditional corporate website towards a digital financial services platform.
A digital support layer
The website also incorporates digital assistance through Bella, Britam’s virtual assistant.
This provides customers with another route to finding information and navigating the breadth of Britam’s services.
Combined with the Help Centre, FAQs, tutorials and customer support channels, the platform creates multiple routes to assistance rather than forcing every customer into a single contact channel.
Supporting financial literacy
Financial services are ultimately about decisions.
Britam’s digital experience therefore incorporates educational and informational content alongside its products.
The platform’s “Mind Your Money, Mind Your Health” content ecosystem provides resources intended to support customers in understanding their financial and physical wellbeing.
This gives the website a role beyond selling insurance.
It becomes a platform for education, consideration and financial decision-making.
A living digital platform
Financial services are constantly evolving.
New products, regulations, campaigns, customer needs and market opportunities require the digital platform to remain flexible.
Britam’s newsroom provides an ongoing publishing channel for product launches, partnerships, awards, impact initiatives and corporate developments. Recent examples include the launch of Britam Trust Services and new insurance products.
This keeps the platform current while giving the business a structured way to communicate change.
The Technology
WordPress
WordPress provides the content management foundation for the Britam digital experience, giving the organisation the flexibility to manage a substantial and continuously evolving content ecosystem.
Financial Product Architecture
The platform organises a broad range of financial products into clear categories and customer journeys, making it easier for users to navigate Britam’s portfolio.
Customer-Centred Information Architecture
Content is structured around what customers need to accomplish — whether that means protecting themselves, investing, planning retirement, finding healthcare or managing a claim.
Digital Product Journeys
The experience supports journeys that move beyond information into practical actions such as requesting quotes, exploring cover options and accessing digital services.
Customer Support
The platform incorporates self-service tools, FAQs, tutorials, forms, contact channels and digital assistance to reduce friction throughout the customer lifecycle.
Scalable Content Platform
The architecture provides a foundation that can accommodate new products, campaigns, services, educational content and corporate communications as Britam’s offering continues to evolve.
The Outcome
The result is a digital experience that brings a complex financial services portfolio together without making customers navigate the complexity themselves.
Customers can explore insurance and investment products, compare options, access practical support, find service locations, file claims and discover educational resources through one connected platform.
For Britam, the website provides a scalable digital foundation for communicating an increasingly diverse portfolio while creating clearer pathways between interest, understanding and action.
It is more than a corporate website.
It is a digital gateway into the Britam ecosystem.
What We Built
Financial Services Digital Experience
A central digital platform for Britam’s broad portfolio of insurance, investment and retirement solutions.
Product Discovery
Structured experiences that help customers navigate complex financial products and understand their options.
Customer Journeys
Digital pathways designed around practical customer needs, from discovering products to accessing support.
Digital Self-Service
Access to claims, hospital and garage locators, forms, FAQs, tutorials and other customer services.
Quote & Purchase Journeys
Digital experiences that move customers from product discovery towards actionable financial decisions.
Customer Support
A connected support ecosystem incorporating FAQs, tutorials, contact channels and Bella, Britam’s digital assistant.
Content & Communications
A flexible platform for financial education, product launches, corporate communications, news and impact stories.
The Clever Take
Financial services have a complexity problem.
The products are complex.
The terminology is complex.
The decisions can be complex.
The digital experience shouldn’t add to that.
For Britam, we focused on creating a platform that puts the customer’s objective first — helping people move from “I need help with this” to “I know what to do next.”
Because good digital experiences don’t hide complexity.
They absorb it.
Built by Clever.
