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YBS sells insurance with Digital Consortium web tool


By The Drum Team, Editorial

March 17, 2010 | 2 min read

Yorkshire Building Society has worked with Digital Consortium to create an interactive online application for its flexible new home insurance service.

The building society briefed the Halifax-based agency to create a user-friendly tool to explain what the 'You Choose' service offers to customers applying online.

You Choose positions itself as a "transparent" way to buy home insurance and claims to allow customers to design a policy based around their lifestyle, paying for only the cover they need rather than a set package.

Customers can choose whether they need cover for technology and home entertainment, gardens and personal items such as jewellery.

Guy Fowler, head of insurance and sales operations at Yorkshire Building Society, said: "For too long home insurance has been sold as a standard plain vanilla package that doesn’t take into account how much people’s needs and lifestyles differ

"As [You Choose] is such a new idea it was important to make sure people understood how it works, and the interactive tool had a significant part to play in achieving this. Digital Consortium has worked with our online brand since it was refreshed last year, and we were confident that the team there could deliver an effective and engaging solution.”

The interactive tool takes the form of a virtual shopping basket that users can fill with the core insurance and optional extras they need.

"This makes the online application process very quick and simple – it takes around 10 minutes to complete - but also gets across the fact that You Choose Home Insurance provides a completely tailored solution," said Gary Utley, Digital Consortium's creative director.

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