CASE STUDY

How AIG Increased Car Insurance Leads 40% With a Ground-Up Website Rebuild

Moburst partnered with AIG Israel to rebuild their marketing website from the ground up and the results speak for themselves: a 40% jump in car insurance leads and record web traffic within weeks of launch.

We helped AIG increase car insurance leads by 40% with a ground-up website redesign!

Objective

AIG Israel's website ran on outdated architecture patched together through years of incremental fixes and workarounds. While these short-term solutions kept the platform operational, they increased complexity and technical debt over time. Moburst was tasked with a complete rebuild: a modern, secure, scalable foundation paired with a comprehensive design system to support consistent, high-performing digital experiences going forward.

Tactics

Over a 14-month engagement spanning discovery, design, and development collaboration, Moburst structured the redesign around six interconnected design pillars (Better Navigation, Better Branding, Sales vs. Service differentiation, Better Iconisation, Rich Interactions, and Better Search) each solving a real problem surfaced through user behavior research and competitor benchmarking.

Delivery & Results

The redesigned site went live in mid-March 2026. By May 2026 (the first "clean" month of data after launch - April was disrupted by the Israel–Iran war) AIG saw a 40% increase in car insurance leads (AIG's core product) versus May 2025, and the highest website traffic since October 2025. Momentum has continued to build: traffic in the first half of June 2026 ran 30% above the trailing 12-month monthly average. The redesign also positioned AIG as the #1 most-cited source in AI-powered insurance recommendations (SumItUp Share of Model research, May 2026), giving AIG a first-mover advantage in the emerging AI-search landscape ahead of every other insurer benchmarked.