Summary

•  Auto-Owners was founded in 1916.
• It has approximately 5,517 employees.
• The company's website predominantly use gray, white, green, blue, and orange hues throughout its web pages.
• The navigation of the website is straightforward and easy to use in that, the menu options provided are insurance, claims, about and login. From there, additional drop down menus are provided to go further into any of each of the first layer of options.
• For example, if insurance is selected, that will lead to the user to choose from four different insurance types; home, auto, life, or business. Selecting any one of these four leads to more options under these sub categories.
• Selecting any one of these four leads to more options under these sub categories. Selecting homeowners insurance started with choosing 'insurance, from the menu, then 'home,' and then 'homeowners.'

Themes

• Insure loved ones/ family
• More than just business/ we care
• Fast
• Legacy/ across generations
• Local
• What matters most
• Lucky to have insurance
• We take care because you are too busy
• Go Green

Research Strategy