Modern Woodmen

Bringing life insurance to life

The name Modern Woodmen doesn’t make you think not-for-profit “fraternal benefits society.” So they came to Genuine for a digital identity that would bring to life their unique, community-focused approach to financial services and chart a roadmap for their digital transformation, starting with their consumer-facing website and continuing with their careers website.

Modern Woodmen image

The Insight

Modern Woodmen’s fraternal structure means that they do more than improve the financial lives of their members, they improve the community. Clarifying what a fraternal benefits society is and does would appeal to both prospective clients and employees.

The consumer facing site offered an opportunity to “warm up” leads for Modern Woodmen reps by arming prospective clients with the information to speak with a Modern Woodmen rep with confidence, while the careers site positioned the role of Financial Representative at Modern Woodmen as more than a job, but an opportunity to make an impact in the community.


The Solution

Our consumer concept, “Together For You,” brought to life the idea that with a fraternal benefits society, membership is about relationships. The site highlighted key life events, like having a child and buying a home, showing how Modern Woodmen’s people and products support members at every step.

Our careers creative, “A Career Worth Sharing” sought to make the idea of a financial services career more accessible and understandable, while emphasizing that a career as a Modern Woodmen Financial Representative is more meaningful because of their fraternal structure.

The Results

  • Site visitors are finding valuable content faster. Bounce rate is down 30%.
  • New responsive design netted a 47% increase in mobile sessions and 84% increase in new visitors.