Insurance and financial services companies often presume a level of knowledge among their prospects. This results in feelings of tension and apprehension. Online, the category is also known for presenting consumers with a giant array of text information with little clarity or warmth. With this mind, we created a corporate site designed to provide consumers with a fundamental understanding of insurance and financial products so that they could feel less vulnerable when they engage a John Hancock representative. This was accomplished via an uncluttered interface, interactive "Experience To Share" videos, of real people relating how life situations caused them to rethink their insurance/financial situation, all via a simple, animated recommender.