Coverage Checkup — Ramsey Solutions

The Problem

Coverage Checkup started life as a lead magnet: a quiz that captured contact information and handed users off to an insurance agent. It worked, in the narrowest sense — but users treated it exactly the way it was built to be treated. Take it once, get a quote call, forget it exists. The tool had no visual identity of its own, no reason to be remembered, and no reason to come back.

The real opportunity was bigger than lead gen. Most people don't actually know whether they're properly covered — over-insured in one place, dangerously exposed in another — and they don't know it because there's no simple way to check. We saw a chance to turn a one-and-done quiz into an ongoing tool people would actually want to return to: something that tracked their progress toward being fully protected, the same way a checklist keeps you moving on any big goal.

Contributions

  • Creative Director

  • Brand Identity

  • Product & UX Direction

  • Marketing Strategy

The Value Prop & Positioning

We repositioned Coverage Checkup around a simple promise: personalized, ongoing guidance on exactly what to drop, what to keep, and what to add — not a one-time quote, but a running action plan you check things off over time. The tool needed to feel less like an insurance form and more like a progress tracker: something with momentum, encouragement, and a clear sense of "how close am I to being fully covered?"

To make that repositioning stick, we gave the product something it never had: an identity of its own. We designed a dedicated logo and visual system for Coverage Checkup, distinct from the parent brand, so the tool would be recognizable and rememberable across email, paid social, and the Ramsey Solutions site — not just another generic form buried in a menu.

My Role

I led a cross-functional team of designers, copywriters, marketers, and product designers through the full repositioning, and personally directed:

  • Brand identity and logo development for the product

  • Core value proposition and messaging strategy

  • End-to-end marketing flow, from acquisition through re-engagement

  • Product feature direction and UI, in partnership with product design

Services Rendered

  • Brand Identity & Logo Design

  • Product & UX Direction

  • Marketing Strategy & Campaign Development

  • Cross-Functional Team Leadership

Results

  • +30% completion rate on the Coverage Checkup quiz

  • +40% return-visit rate — users coming back to continue their action plan instead of abandoning after one session

  • $150K in additional revenue driven by purchases and referrals originating from the tool