Independent benefits brokerage serving SMB clients across Canada and the US. The industry default for benefits broker websites is corporate-bland — stock photography of handshakes, calculators on hero, a "Get a Quote" button that takes you to a multi-step PDF. Bloom needed to break that pattern. They also needed cross-border legibility (Canadian Group RRSPs and US 401(k)s read very differently to the wrong audience) without the site feeling like two sites bolted together.
Figma design anchored on the "Rethink Benefits" positioning — modern, customer-first, approachable, anti-insurance-industrial-complex. Hero opens on "Plans Starting at $54" — a hard price entry-point most brokerages won't commit to publicly. Nine dedicated product pages (Employee Benefits, Health + Wellness Account, Group Retirement, Executive Benefits, Life Insurance, Disability + Critical Illness, Cross-Border Benefits, Individual Benefits, Travel Benefits). Customer story for Edmonton Elks (CFL team) surfaced as flagship. HubSpot CMS so the brokerage team can publish carrier updates and plan changes themselves.
$54 entry-point hero · 9 product-category pages · Edmonton Elks partnership surfaced · cross-border legible without being two sites
A benefits brokerage site that doesn't look like a benefits brokerage site — and converts better because of it.
Bloom's biggest competitor wasn't another broker — it was the inertia of every SMB owner who assumed group benefits had to feel like a chore. The category-default website (stock photography, calculator on hero, multi-step PDF quote form) wasn't going to break that inertia. Bloom wanted to rethink the category, not just rebuild the website.
Publishing a starting price on the hero — "Plans Starting at $54" — is something most brokerages won't do. Bloom committed to it. The design in Figma uses that number as a hero anchor, making the price entry point obvious to any SMB owner who lands from a search ad.
The site serves Canadian and US clients, but Group RRSPs aren't 401(k)s and CRA isn't IRS. We designed content patterns where the Canadian / US distinction is one toggle deep — visible without being noisy. The marketing team can publish jurisdiction-specific content without forking the site.
Nine dedicated product-category pages live (from group retirement through cross-border benefits to travel). The Edmonton Elks customer-story partnership elevated to the hero where it belongs. The brokerage team publishes carrier-plan updates themselves on HubSpot. The site reads as Bloom's brand — not as another benefits-broker template.
