All work

American National

A fully online annuity purchase, from first estimate to signed application

I designed the direct-to-consumer buying flow for American National’s Multi-Year Guaranteed Annuity, so people can estimate, understand and apply without an agent.

Role
UX/UI designer
Scope
Landing page, Rate calculator, Application flow, Responsive design
Tools
Figma, Design system
Illustration of the buying flow: a landing page with a rate and comparison table leads to a rate calculator with a growth chart, then an application checklist with a signature, and the same flow on a phone

The problem

Annuities are usually sold through an agent. American National wanted buyers to be able to purchase a fixed annuity entirely online, which meant the site had to do the agent’s job: explain a financial product plainly, show what it would earn, and carry a legally heavy application without losing people.

How the flow runs

  1. Decide

    A landing page that answers “is this for me?” before asking for anything.

  2. Estimate

    A calculator that shows the money first.

  3. Apply

    An application that sets expectations before it asks.

1Decide

The landing page answers “is this for me?” before asking for anything. It leads with the guaranteed rate, compares the product against CDs and savings in one table, and breaks the process into three plain steps.

The landing page, top to bottom. Live at annuities.americannational.com.

2Estimate

The calculator shows the money first. Buyers enter a premium and pick a 3, 5 or 7-year period, and the result shows future value, base rate and interest together, with a chart of growth year by year. Applying comes after the number makes sense.

Sample estimate: $50,000 over five years.

3Apply

The application sets expectations before it asks. The intro lists everything a buyer will need, and the required disclosures are presented in a readable panel before consent.

What to expect, then the disclosures, before any personal details.

On every screen

Every step was designed for phones as much as desktops.

The same flow at phone width.

Result

The flow is live, and anyone can buy American National’s MYG Annuity online from start to finish.