Building a trust-first brand and product for an expat insurance brokerage
About the project
Every year, thousands of internationals relocate to Germany and face a high-stakes decision: how to insure their health, income, and future in a system built for insiders. Munich-based insurance brokerage Stay exists to make sure that decision is never made blind.
Through an extensive network of Germany’s leading providers, Stay offers tailored, unbiased solutions for public and private health insurance, pension planning, liability coverage, vehicle and home insurance, disability and life insurance, as well as relocation support.
Challenge
In the expat insurance market, trust is the deciding factor. Yet the company’s old name, MW Expat, no longer reflected the credibility it had built, and a dated site couldn’t keep pace with digital-first brokers. Halo Lab set out to give Stay an identity as credible and progressive as the advice behind it and carry it through a site and portals without losing the personal touch.
Our process
Our deeper task was to equip outsiders with the confidence to navigate an unfamiliar system, so our design decisions across brand, website, and portals aimed to replace dependence with clarity and empowerment.
Rebranding
In an insurance industry full of corporate brands, what actually sets one apart is how it makes people feel understood. To give Stay that distinction, we put reassurance at the center, shaping an identity that felt open and people-first.
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Web design
To extend the brand into the digital space, we designed a website that clearly communicated Stay’s unique value proposition while simplifying a complex insurance journey for users.
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Product design
While the marketing team shaped the website, our product specialists focused on the client and partner portals, making sure Stay’s promise held up under real use.
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Results
- New brand identity established a people-first visual language that Stay’s clients can recognize and trust
- Clear brand positioning helped the client build a stronger presence in the competitive expat insurance space
- Well-structured website allowed users to find the right coverage faster and showed Stay’s expertise upfront
- Comprehensive UI kit and marketing assets enabled consistent brand use across every channel, from the website to email and social media
- Client and partner portals with a clarity-first UX gave both of Stay’s audiences full visibility into processes and statuses
- Dev-ready handoff let Stay’s team move into development smoothly and grow the product cohesively
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Our approach
Strong results start with open dialogue. At every stage, we work closely with the client’s team, running workshops, gathering feedback, and refining ideas through multiple iterations. If your product needs the same level of care, contact us — and we’ll help turn complexity into an experience people can understand, trust, and use with confidence.
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“Halo Lab had a smooth and well-structured project management process. With meticulous attention to detail, they met deadlines and communicated efficiently. What stood out most was how deeply they dove into the user flows.”
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