Insurance fraud is becoming more pervasive as technology and digitalization accelerate. Équité is national in scope, independent, and focused on detecting and preventing insurance crime. Modeled after the Insurance Fraud Bureau (UK) and the National Insurance Crime Bureau (US), Équité is a not-for-profit organization that supports insurers in Canada to fight fraud by using advanced analytics, intelligence best practices, and coordinated investigations. They are proudly industry-founded and member-driven: their members are invested in protecting their customers and keeping insurance crime out of Canada.
Équité approached HppyHour Digital in August 2021 with the goal of having a new web presence live in time for their official launch in October 2021. With two months to spare, we needed to build a site that would educate Canadians about insurance crime, sell insurers on Équité’s value proposition, and inspire its team during their start up year. So we got to work!
Designers Brice, Kitty, and Adrian formed the pod that would own Équité’s project. What excited them most was it was clear that Équité’s team wanted to push the boundaries with the design. Insurer websites, much like government websites, were traditionally full of text documents strung together by inline links and images sliced up into tables. Form took the back seat to functionality, and brand elements got little to no spotlight. Équité understood the role design would play in inspiring their insurance partners to take action, and as a first impression to the industry, the website had to make an impact.