Piedmont Community Health Plan was gearing up for growth – expanding into 35 new counties while offering a very attractive rate position across their Virginia markets. However, to seize the moment and maximize these opportunities, the insurer needed to fully support their broker partners by enhancing their online experience. Piedmont worked with longtime agency partner Media Logic to build a better, more robust broker hub.
The new, improved web experience included new video content, a market expansion map, rate card, provider lookup and plans sorted by zip code – all dynamically customized by region, guided by a strategic content strategy and design tailored for this important audience. With the new portal in place, Piedmont was ready for the exciting selling season ahead.
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Super Bowl LX drew 125M+ viewers and record-breaking ad prices, with financial services brands going big. The dominant theme was "AI is the new crypto", while others leaned on humor and humanity. Our takeaway: the strongest ads paired entertainment with a clear product message.
Large Language Models (LLMs) are poised to transform websites from static digital readouts into dynamic, conversational experiences that adapt to each visitor's needs in real time. By enabling truly personalized 1:1 journey instead of predetermined segment paths, LLMs allow brands to deliver tailored responses through natural dialogue while maintaining strategic control over messaging and user engagement.
Nearly 25 million U.S. households remain unbanked or underbanked, representing a significant market opportunity for financial institutions willing to address the unique barriers these digitally engaged, financially active consumers face. Success requires more than marketing messaging—it demands transparent products, no-fee accounts, community partnerships, and actionable strategies that rebuild trust with populations disproportionately affected by traditional banking exclusion.
