RBCI Website Redesign Qorus-NTT DATA Innovation in Insurance Awards 2026

Concept and Objectives: The RBC Insurance Public Website Redesign aimed to modernize the digital presence of RBC Insurance by addressing critical issues with the outdated platform. The objectives included improving user experience, empowering internal teams, and creating a scalable, user-friendly platform that simplifies insurance for clients.

Reasons Behind: The redesign was driven by the need to address an outdated, inflexible platform that was difficult to manage and update. The reliance on external vendors for content changes led to slow, expensive, and unsustainable processes. Additionally, the previous website failed to reflect RBC’s trusted, human-centric identity and presented friction points that hindered decision-making for users.

State of Competition: The redesign aimed to leapfrog competitors by delivering a superior digital customer experience (CX) through a comprehensive technical and brand overhaul. This included a human-centric design, modular layouts, and enhanced accessibility.

Sources of Inspiration: The project was inspired by the need to align with RBC’s brand values, modernize the digital presence, and create a relatable, empathetic experience for users.

Departments Involved: The project involved cross-functional collaboration, including design, development, marketing, and accessibility teams. Internal teams were empowered through the migration to a customizable CMS.

Main Results So Far:

• 18% increase in traffic

• 25% rise in sessions

• 2.5% drop in bounce rate

• 2.5% increase in engagement rate

• 91% brand recognition as RBC Insurance

• 84% of users felt genuine care for their needs