A leading insurer, in full digital transformation
With more than 25 years in the market, Galicia Seguros provides coverage to individuals, SMBs and large companies across Argentina: life, auto, home, workers' compensation, commerce, agriculture and major corporate risks. In recent years it consolidated its position by acquiring companies such as HSBC Argentina, SURA and Answer Seguros.
Today it is immersed in a digital transformation process to modernize its operation, integrate channels, strengthen its relationship with brokers and reinforce its value proposition in an ever more demanding market.
A digital channel that adds value, without competing with the broker network
In a market where trust and personal contact are key factors in the buying decision, the challenge was to evolve the commercial model without losing the closeness that sets Galicia Seguros' service apart.
For its online presence to become a complementary commercial channel: one that generates opportunities, nurtures relationships and supports the work of its Insurance Advisor Brokers (PAS).
Find the balance between digital innovation and the broker network, a core asset of the value proposition. The website shouldn't compete: it should generate opportunities and support the commercial process without replacing the personalized experience.
Redesign the website to improve the user experience and lay the groundwork for an omnichannel strategy: modernize the architecture, optimize the navigation journey and enable efficient lead capture for digital campaigns.
Two major audiences, many needs
The new website had to work for two very different audiences at once, without sacrificing either.
Customers get faster access to policies, coverage and services, making self-service easier. New users find clearer navigation and organized content that helps them understand the products and buy with confidence.
The redesign doesn't replace the broker: it empowers them. Current brokers have direct access to their portal to advise with clear, accessible information; for those not yet part of the network, the website shows the value of a digital commercial ecosystem that adds, not competes.
A new website is born
We proposed a complete redesign of the site: a new website built to organize the offering, generate leads and scale without friction. The new platform didn't just solve technical limitations: it enabled a key digital channel to grow alongside its broker network.
We started by listening: how could Galicia Seguros' renewed identity come through in every design decision? Together with the stakeholders we defined the strategic goals and a clear direction.
We ran a benchmark to gauge the state of the market, studying the main local and international competitors.
We simplified journeys, redefined hierarchies and worked closely with Galicia Seguros' UX team. Their feedback let us iterate and reach a clearer, simpler and more human website.
"SHIFTA knew how to support every requirement we raised, but also to propose meaningful improvements that added value and strengthened the site's visual and functional experience."
A clearer, closer and more trustworthy front door
The result is a website that not only reflects Galicia Seguros' new identity: it improves people's experience and boosts the business. A redesign that turns the first screen into the best starting point to learn, decide and get insured.
The new website: an organized offering, self-service at hand and integrated lead capture.
The new design helped triple monthly traffic, optimizing campaign spend and taking lead capture to another scale.
The new navigation makes customer self-service easier and speeds up conversion for new users. Fewer steps, more clarity.
The new experience retains better: users browse more content and spend more time exploring products and services.
Digital campaigns, leads from forms and measurable results, without competing with the broker channel.
The website was made ready to connect to the CRM, with automated, traceable management of the digital channel's contacts.
(*) Traffic source: Traffic from AIO.
Design, technology and business integrated into a single channel: the website went from being a storefront to becoming a space that drives visibility, conversion and synergy with existing channels. Our way to make SHIFT happen.