Project (4)
~ Estate Planning, Ethos


Through the acquisition of Tomorrow, an app that includes software to guide you through the creation of a legal will and trust for your family, Ethos gained a suite of products which included Estate Planning. Offering wills and trusts at no additional cost to Ethos customers added value to their purchase.


Designs for Estate Planning needed to be simple and light on content, as they appeared at checkout. Careful placement of new elements was crucial to avoid overwhelming or confusing users. Failure to ensure understanding of the Estate Planning package risked missing the goal of increasing conversion.

Needs + Solutions

There were two variants for this experiment:
  1. Optimized messaging + deadline - This variant included a rolling deadline in the copy which provided additional incentive to users and their purchase.
  2. Optimized messaging without a deadline - The deadline was removed from variant 2 in order to test the performance of its appearance on the screen.

User Research

(Facilitated by the Ethos Research team)
The Estate Planning benefit was well-received by the majority of participants for the following reasons:
  • The information was easy to comprehend.
  • Estate Planning, as a complimentary product to life insurance, added a level of protection and convenience for Ethos customers.
  • Finding a lawyer and creating a trust can be timely and expensive, and this free benefit gave customers peace of mind.


Designs for the bottom-of-funnel Estate Planning benefit resulted in a 12% lift in conversion.