Bestow IUL Illustrations
ROLE
Design Lead
TIMELINE
Q1 2025 – Q3 2025
As Design lead for illustrations and our holistic IUL offering, I worked closely with Product, Engineering, and Business stakeholders to define the vision and deliver an intuitive, interactive experience for agents to generate illustration PDFs and present IUL policy projections effectively. This initiative supported the primary business opportunity of 2025. Through market research, usability testing, and rapid iteration, we streamlined the agents’ workflow by making a complicated task easy to understand while ensuring compliance with regulatory requirements.
Outcomes
Due to their complexity, permanent products are, generally, more profitable for life insurance carriers, but also much more difficult for agents to sell and more expensive to support from a New Business, Underwriting, and administration standpoint. Building a world-class Illustration and Sales Enablement experience enabled Bestow to position itself as a leader in the permanent insurance space.
Illustrations, and IUL as a whole, significantly contributed to growing ARR from $24M to $62M YoY, and unlocked key revenue opportunities in 2026.
This initiative unlocked a massive revenue stream for Bestow now that we could support complex illustrated products on our platform. Through the process, the entire team leveled up in our understanding of Indexed Universal Life (IUL) products and how to solve real user needs.
Key metrics
- ~20,000 total illustrations created in the first month
- 45% adoption (2,300/5,000 agents) in just 2 months post-launch
- 30% submit-to-bind rate vs 23% for those without an illustration