Making the the AI ‘Stripe for Insurance’ understandable to the masses.

Lula started off as ‘Stripe for Insurance’, meaning it created an API that companies could use to instantly create insurance policies. They quickly pivoted to utilizing AI agents that anyone could use to quickly generate policies over the phone without any friction. They needed some help on creating a marketing site that their potential clients and customers could look at and see just how it could help their business, and that’s where I helped.

From Ideation to Design to Working Site

I was asked to help this project when it was first in ideation and I helped choose from a list of potential design agencies, and narrowed it down to an agency that did a fantastic job in designing and delivering high-fidelity Figma designs. After some scoping based on feasibility and timelines, I created a plan to get this project done within a week.

Designed for Flexibility

Part of the outcome the team wanted was the make the website as flexible as possible to allow non-technical PMs to be able to quickly spin out new pages and update not only content, but also layout as need for new product and vertical launches. To accommodate this need, I worked with the product team and design agency to create reusable sections that product team could use throughout the website all while keeping the design consistent. To solve this on a technical level, I knew I’d need to use a flexible CMS on the backend.

Custom CMS integration

After gathering requirements about just how much flexibility we needed in terms of customizability I hunkered down and started looking around for a CMS that would address our needs. I looked at several CMS’s: including WordPress, Sanity, and Contentful, and ultimately decided on Contentful due to its superior UX, both for admins, as well as its developer UX, which allowed for easy integration. Unlike WordPress, which has a ‘page’ model, we were about to create schemas for each product and vertical, as well ass categorize them accordingly so PMs could select the visual layout (out of the options we created for them) they wanted for each section of a site, all while being able to easily update the content. Furthermore, this CMS fit quitely nicely into the tech stack I chose.

Modern Tech Stack for Marketing Sites

The old Lula site was done in Webflow, and since we were scrapping the whole thing, I had the opportunity to use a brand new tech stack. I’ve loved using NextJS as soon as I found out about it, and it was naturally a great fit for this project. In addition to Next.JS with TypeScript, I chose tailwind for the styling, and used TanStack Query to interface with the GraphQL API that Contentful provided. We then hosted the site on Vercel, making CI/CD and deployment a a breeze.