Strategy & Approach
With members ranging from the major insurers, asset managers, broker-dealers/distributors, and 150,000 financial professionals, the Insured Retirement Institute is the only association that represents the entire supply chain of insured retirement strategies. They are leaders in encouraging ethical behavior, promoting understanding of the insured retirement value proposition, developing industry standards, and advocating before policymakers on issues that impact their members. With so many visitors and functions, we knew the new Insured Retirement Institute website needed to be user-oriented. The old website’s navigation was built upon departments, rather than resources for members. Going into this project, we wanted members to reach what is important–advocacy, research, education, conference information, and operations & technology news–with as few clicks as possible.