Turning insurance into a seamless, all-in-one marketplace
ROLE
Content Strategy, UX Design
TIMELINE
12 Weeks
TEAM
Megan Tan (Product Designer)
Chung Han (Frontend Engineer)
Alex Rim (Product Manager)
JJ Wang (UX Researcher)
Alex Nettheim (Marketing Manager)
TOOLS
Figma
Challenge
SoFi’s original insurance flow redirected members to a third-party site with a long, opaque application. Members couldn’t see pricing until the very end, had no way to compare providers, and received little of the convenience they associated with SoFi. Conversion stalled at 4% and the business only captured a one-time referral fee.
Outcome
We proved an in-house approach could succeed by launching an agent-led MVP that lifted conversion to 14%. Building on that momentum, my team and I designed a fully automated, self-serve marketplace that brings everything into one place. Members can now receive and compare multiple quotes in a single, streamlined flow, gaining clarity and confidence in their decision. This all-in-one experience simplifies insurance shopping and unlocks the full market opportunity for SoFi.
It leaves me devastated to share that this project is under NDA. Send me a message to chat about it!