Case Study:
Product Launch
Transforming the
Digital Claims process
Equitable Employee Benefits
Background
When Equitable Employee Benefits (EB) was launched many functions of the business were outsourced. As EB has grown, more capabilities have been brought in-house to make them more innovative and efficient. Claims is the largest and last piece of this puzzle.
Challenge
Legacy Outsourcing Models: Existing systems and processes were built around third-party vendors, making transitions complex.
Knowledge Gaps: Internal teams may lack deep experience or understanding of the previously outsourced claims processes.
Regulatory Compliance: Claims functions must meet strict legal and regulatory requirements—new internal teams must ramp up quickly to avoid risk.
Solution
Involved early and often in the development of the customer experience
Conducted a language analysis leveraging AI to create a messaging framework that set the foundation
Created a portfolio of materials leveraging the messaging framework to showcase the experience and amplify our Powerfully Simple value proposition.
Year
2024
Client
Equitable
Results:
This project is a powerful example of how marketing drives business transformation. Together, we’ve redefined the consumer experience and raised the bar for what excellence looks like. As Employee Benefits claims capabilities continue to expand in 2025, this initiative will remain a cornerstone of innovation and impact.
