How Banner Life More Than Doubled Insurance Conversion Rate with Feathery

Overview

Banner Life is a nationwide life insurance provider. As part of their continued investment in digital customer experiences, the team sought to modernize the way prospective customers interact with their website to get life insurance quotes.

In early 2025, Banner Life partnered with Feathery to redesign their digital intake of new customers, creating a more flexible system that could adapt quickly to changing marketing campaigns, eligibility rules, and customer needs.

‍

Challenge

Banner Life’s existing insurance sign-up process relied on static forms that limited the team’s ability to optimize and improve the experience.

Updating forms or adjusting eligibility logic required engineering resources, slowing down experimentation and making it difficult for marketing teams to iterate quickly.

At the same time, the rigid structure of the intake flow made it difficult to dynamically qualify applicants or tailor questions based on a user’s responses. This led to friction in the user experience and lower-than-expected conversion rates for lead submissions.

The team needed a solution that would allow them to:

• Improve conversion rates across website submissions
• Dynamically qualify applicants based on eligibility criteria
• Rapidly iterate on forms, layouts, and branding without engineering support
• Automatically sync captured data into their CRM without manual work

Building a custom system in-house would require ongoing engineering investment, while most off-the-shelf form tools lacked the advanced logic and flexibility needed for complex insurance workflows.

‍

Solution

High-Converting Insurance Intake and Qualification Workflows

Banner Life rebuilt their insurance intake experience using Feathery’s drag-and-drop form and workflow builder.

The new intake flow allows prospective customers to easily submit their information for the insurance products they’re interested in through a single streamlined digital experience.

This ensures that qualified applicants move forward smoothly while preventing unnecessary friction for users who do not meet eligibility requirements.

‍

Rapid Iteration Without Engineering

With Feathery’s visual builder, Banner Life’s marketing and digital teams gained the ability to iterate quickly without relying on engineering resources.

Teams can now easily:

• Update form questions and application flows
• Modify workflow logic
• Adjust themes and branding
• Experiment with layouts and messaging

This flexibility allows the team to continuously test and optimize their digital acquisition funnels, improving conversion performance over time.

‍

Real-Time CRM Sync

All form submissions and applicant data are automatically synced into their CRM.

This gives Banner Life’s sales and operations teams immediate visibility into new leads, eliminates manual data entry, and ensures a clean handoff between digital intake and downstream workflows.

‍

Impact

Within 2 months of launching their new digital intake flow on Feathery, Banner Life more than doubled conversion rates on their insurance sign-up experience while giving their team far greater flexibility to optimize the process.

By modernizing their digital insurance intake with Feathery, Banner Life significantly improved both the customer experience and operational efficiency of their acquisition process.

Results include:

• +2× increase in conversion rates on insurance sign-ups
• Faster iteration cycles for digital campaigns and forms
• Higher quality leads through automated qualification logic
• Reduced operational overhead with real-time CRM integration

‍

CN04102026-1