A new parent's testimonial where the headline should be.

Why life insurance for new parents requires an Empathy-First page

The life insurance category is dominated by fear-based marketing that, paradoxically, drives avoidance rather than action. People who need life insurance most acutely are often the slowest to buy it, because the purchase forces them to confront mortality at the same time as they’re celebrating new life.

Bequest’s approach inverts this. The page opens with warmth and recognition, a testimonial from Liam Nolan that begins “Having recently welcomed a baby into the world”, before any product or price information appears. This sequencing tells the new parent visitor something important: this brand understands your moment, not just your insurance needs.

The “1 in 17 Children Lose a Parent by Age 18” statistic from the JKG Institute appears mid-page, not at the top. Bequest saves this data point until after the emotional connection has been established, using it to confirm the rational urgency of a decision the visitor is already emotionally prepared to make, rather than leading with mortality statistics that trigger avoidance.

Waseem Bashir CEO, Apexure

"Life insurance pages that lead with statistics about death rates convert worse than those that lead with empathy. The person you're reaching has just had a baby. They're exhausted, emotional, and overwhelmed. If your first words remind them that they might die, they close the tab. If your first words say 'we understand what you're going through,' they keep reading."

Design decisions

The opening testimonial puts a peer’s voice before the brand’s voice

The hero testimonial from Liam Nolan, attributed with a name, describing a specific life moment, is the most powerful opening available for a new parent insurance product. It bypasses the scepticism that greets brand claims and replaces it with peer identification. When a new parent reads another new parent’s experience, the mental response is recognition rather than evaluation.

The “As Seen On” media logos establish external credibility

Coverage in The Guardian, The Times, The Telegraph, Metro, and BuzzFeed below the hero signals that Bequest has been reviewed and found credible by independent media. For an insurance product where the buyer cannot physically inspect what they’re purchasing, third-party media coverage is a shortcut to trust that no amount of self-description can replicate.

“Fully Autonomous: No need for sales calls” addresses the core process objection

New parents evaluating life insurance face a specific friction point: the traditional insurance buying process involves calls, appointments, and follow-up pressure that a sleep-deprived parent with a newborn has no bandwidth for. This benefit statement names that objection and removes it in six words. The specificity of “no sales calls” is significantly more persuasive than “simple and convenient” because it addresses the exact pain rather than a vague version of it.

The “Bequest vs. Traditional Life Insurance” comparison table structures the competitive case

Rather than asking visitors to do comparison research across multiple providers, the table presents Bequest’s key differentiators, no medical appointments, money-back guarantee, affordable rates, against traditional life insurance in a simple yes/no grid. This is the correct structure for a disruption product: own the comparison frame and win every row within it.

Trust architecture

Layer one: named peer testimonial in the hero

Liam Nolan is not a company spokesperson. He’s a named customer in the same life situation as the visitor. That specificity, a name, a genuine moment described, carries trust weight that any brand claim cannot.

Layer two: media coverage logos

Five recognisable publications signal that Bequest has passed the scrutiny of journalists whose job is to evaluate financial products critically. For a relatively new insurance brand, media coverage dramatically shortens the trust-building process.

Layer three, “Policies starting at £3.70/month”:

Anchoring the price at the lowest available option removes the financial anxiety that prevents new parents from even starting a quote. If the fear is “I can’t afford this,” a £3.70 anchor forces a reassessment of that assumption before any further engagement.

Waseem Bashir CEO, Apexure

"On financial services pages, the money-back guarantee deserves far more prominence than most clients give it. For a new parent who is anxious about committing to another monthly cost, a 30-day money-back guarantee removes the risk entirely. It transforms 'what if this isn't right for me?' into 'I have nothing to lose by trying.' We always push for guarantees and we push them to be visible above the fold."

Conversion strategy

“Get My Quote Now” is personal and action-specific. It’s the visitor’s quote, not a generic quote. The CTA appears in the hero and at multiple scroll points, with “Faster than setting up a car seat!” added as a speed reassurance that keeps the tone warm and relatable rather than corporate.

The click-through structure is correct for this product: a visitor who clicks “Get My Quote Now” is taken to a quote flow rather than asked to submit a form on the landing page itself. This sequencing means the landing page’s only job is to build enough trust and intent that the visitor clicks through, not to collect all the information required for a quote. That separation of tasks is a significant conversion mechanism for life insurance products where the quote process requires meaningful data input.

Platform: Unbounce

Unbounce provided the layout flexibility to execute the testimonial-first hero, the media logo row, and the comparison table without template constraints. Native A/B testing on Unbounce allows hero testimonial variants and CTA copy variants to be tested continuously.

Mobile experience

New parent insurance research is done on mobile, often during night feeds, in between naps, during the first weeks of parenthood when mobile is the primary screen. The quote CTA was designed for thumb reach, the comparison table scrolls horizontally on small viewports, and the media logo row compresses into two rows on mobile without losing recognition value.

What we would evolve today

Hypothesis 1: A “How much cover does your family need?” calculator

Interactive tools that let new parents input their household income and see a recommended coverage amount dramatically increase engagement and purchase intent. Moving from abstract “life insurance” to “£X of cover for your family” makes the product feel personally sized rather than generic.

Hypothesis 2: Video testimonials from new parents

Written testimonials are strong here, but short video testimonials from real customers, parents with young children speaking directly to their experience buying Bequest, would convert the peer identification effect into a far more emotionally persuasive format. Hearing another parent’s voice discussing this decision carries different weight than reading their words.

Hypothesis 3: A specific post-purchase process section

What happens after you get your quote? How quickly is the policy active? What’s in the welcome email? New parents who have just made a major financial decision want reassurance about what comes next. A “What Happens After You Apply” section reduces the buyer’s remorse that causes insurance cancellations within the first 30 days.

Browse our full collection of landing page examples to see how we apply these principles across industries. For related reading, see our guide on financial services landing page design.

Analysed by Waseem BashirFounder and CEO, Apexure

Waseem founded Apexure in 2015 and has led its work on 3,000+ pages for 300+ clients since. He writes about what the team sees after the click, which is pages, forms, tracking and the systems behind them.