Ethos is a modern life insurance company founded in 2016

Audit & Hypothesis: I reviewed the onboarding text, looked at drop‑off data, and noticed the gap: if users don’t feel “this is for me” or “this is affordable” right away, they bail. I hypothesized: Showing eligibility + a cost estimate upfront will keep them engaged.

Competitive & Flow Review: I mapped what other services showed (e.g., “You qualify if…” + “Your cost starts at…”), and identified best practices for clarity and trust.

Copy Redesign:

On screens 1–3: I rewrote titles, subtitles, and body copy to:

Speak directly to the user (“See what you can get” vs “Learn about our products”)

Remove jargon, focus on action and benefit (“Get a quote in 60 seconds” vs “Complete our eligibility survey”)

For the quote estimator: I wrote micro‑copy that sets expectations (“You’re just 2 steps away”) + real‑time feedback (“Good news , you qualify at this price”) + next‑step guidance (“Ready to lock in your rate?”)

Iterate & Align: I worked with design and product to make sure the copy matched visuals, button states, error messages, and tooltips, all geared toward clarity and confidence.

Result: Onboarding completion for the first three screens improved by 34%.

Users who moved into the quote estimator stage did so from a place of clarity and felt informed, which reduced drop‑off further downstream.

Overall, the copy shifted from “tell” to “guide & reassure,” making the experience feel smooth, transparent, and user‑centric.

Change Of Direction