Munich Re
Parachute Insurance
2016 - 2022
Establishing trust in a new brand and insurance platform
In 2016, I joined Munich Re, a global reinsurance leader, to lead the design and go-to-market strategy for Parachute Insurance, a digital platform that gave carriers, brokers, and employers a new way to offer insurance to their groups, and a fully self-serve buying experience for members.
In 2016, I joined Munich Re, a global reinsurance leader, to lead the design and go-to-market strategy for Parachute Insurance, a digital platform that gave carriers, brokers, and employers a new way to offer insurance to their groups, and a fully self-serve buying experience for members.
For the launch in 2017 and every new product we integrated afterward, I led the creation of marketing materials for both B2B and B2C audiences, establishing the new Parachute brand across every touchpoint. This included personalized, data-driven email campaigns with custom links that bypassed authentication entirely, taking consumers straight into a private storefront, co-branded with their employer's logo and pre-filled with the correct coverage amounts for their time-limited offer. For an industry where buying insurance typically meant dealing with brokers, lengthy forms, and medical tests, this strategy helped members go from email to active coverage in minutes, driving B2C conversion rates 5x the industry average.
For the launch in 2017 and every new product we integrated afterward, I led the creation of marketing materials for both B2B and B2C audiences, establishing the new Parachute brand across every touchpoint. This included personalized, data-driven email campaigns with custom links that bypassed authentication entirely, taking consumers straight into a private storefront, co-branded with their employer's logo and pre-filled with the correct coverage amounts for their time-limited offer. For an industry where buying insurance typically meant dealing with brokers, lengthy forms, and medical tests, this strategy helped members go from email to active coverage in minutes, driving B2C conversion rates 5x the industry average.
To reach B2B audiences directly, I managed LinkedIn campaigns in partnership with the sales team to align our messaging with their business goals. I also ran Google Ads campaigns, owning keyword strategy, bid management, and budget allocation across search and retargeting display. I led a content team producing bilingual UI, email, landing page, and ad copy, working with them to optimize our co-branded partner sites and email campaigns based on A/B testing and analytics. As Parachute grew from 2 to 5 products, we added cross-sell features and cart abandonment emails to re-engage members and encourage multi-product purchases.
To reach B2B audiences directly, I managed LinkedIn campaigns in partnership with the sales team to align our messaging with their business goals. I also ran Google Ads campaigns, owning keyword strategy, bid management, and budget allocation across search and retargeting display. I led a content team producing bilingual UI, email, landing page, and ad copy, working with them to optimize our co-branded partner sites and email campaigns based on A/B testing and analytics. As Parachute grew from 2 to 5 products, we added cross-sell features and cart abandonment emails to re-engage members and encourage multi-product purchases.
Throughout the platform's growth, I maintained brand and regulatory compliance across all site and campaign content, meeting the standards required in a heavily regulated industry. The result was a new insurance brand and a seamless omnichannel experience that consumers trusted enough to act on, converting at rates well above what was typical for the category.
Throughout the platform's growth, I maintained brand and regulatory compliance across all site and campaign content, meeting the standards required in a heavily regulated industry. The result was a new insurance brand and a seamless omnichannel experience that consumers trusted enough to act on, converting at rates well above what was typical for the category.
Parachute Ads B2B (LinkedIn) and B2C (Facebook)
Parachute Personalized and Co-Branded Email Campaigns
Parachute Product Marketing and E-commerce Sites
Parachute Insurance
Munich Re
2016 to 2022
Launching Parachute: 5x the industry conversion rate
I joined Munich Re in 2016 to lead the design and go-to-market strategy for Parachute, the company’s first fully digital insurance platform and a disruptive proposition for the industry at the time. While buying insurance often required dealing with brokers, paper forms, and waiting for medical tests, the Parachute promise was fast, simple, and fully self-serve.
A personalized and low-friction experience. We used employer-supplied member data to build a journey with almost nothing left for the user to do. A series of personalized emails co-branded with their employer's logo promoted each group offer. Custom links pre-authenticated recipients and dropped them directly into a private, similarly co-branded storefront. Forms were partially pre-filled with their personal information and with their group's guaranteed coverage amount pre-selected. Members who stayed within that guaranteed amount skipped medical questions entirely; those who wanted more completed a brief medical questionnaire and got an instant decision. Either way, policies were issued as soon as they e-signed and paid by credit card, and options to extend coverage to a spouse or children were presented before checkout so members could add them in the same session. The whole path, from clicking the email to active coverage, took under ten minutes.
A personalized and low-friction experience. We used employer-supplied member data to build a journey with almost nothing left for the user to do. A series of personalized emails co-branded with their employer's logo promoted each group offer. Custom links pre-authenticated recipients and dropped them directly into a private, similarly co-branded storefront. Forms were partially pre-filled with their personal information and with their group's guaranteed coverage amount pre-selected. Members who stayed within that guaranteed amount skipped medical questions entirely; those who wanted more completed a brief medical questionnaire and got an instant decision. Either way, policies were issued as soon as they e-signed and paid by credit card, and options to extend coverage to a spouse or children were presented before checkout so members could add them in the same session. The whole path, from clicking the email to active coverage, took under ten minutes.
Personalized, co-branded email campaigns
Built for repeatable launches. On a flexible CMS template system, each product got its own storefront with a distinct palette and imagery adapted to its audience while reusing layouts and components, so new products launched quickly. On a flexible CMS template system, each product got its own storefront with a distinct palette and imagery adapted to its audience while reusing layouts and components, so new products launched quickly. Everything was responsive from the start, since members were as likely to buy on mobile as on desktop, and all content was bilingual and compliant with strict regulations in multiple jurisdictions.
Built for repeatable launches. On a flexible CMS template system, each product got its own storefront with a distinct palette and imagery adapted to its audience while reusing layouts and components, so new products launched quickly. On a flexible CMS template system, each product got its own storefront with a distinct palette and imagery adapted to its audience while reusing layouts and components, so new products launched quickly. Everything was responsive from the start, since members were as likely to buy on mobile as on desktop, and all content was bilingual and compliant with strict regulations in multiple jurisdictions.
Distinct storefronts for each product
Campaigns across the funnel. In partnership with sales, I ran LinkedIn campaigns for B2B audiences and owned keyword strategy, bid management, and budget allocation across Google search, display, and retargeting. I led a content team producing bilingual UI, email, landing page, and ad copy, and we optimized partner sites and campaigns based on A/B testing and analytics. As the platform expanded from two products to five, and I moved into the role of Director, UX and Marketing, we added cross-sell modules across emails, storefronts, and the member portal, plus cart abandonment emails that re-engaged members with a saved quote before their offer expired.
Campaigns across the funnel. In partnership with sales, I ran LinkedIn campaigns for B2B audiences and owned keyword strategy, bid management, and budget allocation across Google search, display, and retargeting. I led a content team producing bilingual UI, email, landing page, and ad copy, and we optimized partner sites and campaigns based on A/B testing and analytics. As the platform expanded from two products to five, and I moved into the role of Director, UX and Marketing, we added cross-sell modules across emails, storefronts, and the member portal, plus cart abandonment emails that re-engaged members with a saved quote before their offer expired.
Result: the simple, low-friction, personalized experience drove conversion rates 5x the industry average, and Parachute evolved from a two-product launch into a full end-to-end marketplace covering personal and commercial lines.
Result: the simple, low-friction, personalized experience drove conversion rates 5x the industry average, and Parachute evolved from a two-product launch into a full end-to-end marketplace covering personal and commercial lines.
Why this matters for Heart and Stroke: launching a new digital program, personalizing the email and web journey for a known audience, and removing friction at every step in a funnel to drive action.
Broadleaf
Pega
LinkedIn Ads
Google Ads
Meta Ads
A/B testing
