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March 23, 2016

Securian launches total revamp of flagship website

New site improves customer experience and elevates Securian’s brand

ST. PAUL, Minn.--(BUSINESS WIRE)--Securian Financial Group has launched a total revamp of its flagship website, The new site incorporates an easy-to-navigate, responsive design that is compatible across all devices. The site’s improved experience includes new content and navigation to elevate Securian’s brand.

“The way customers discover, engage and transact with businesses online is transforming the financial services industry,” said Michael Webster, who leads Securian’s enterprise digital strategy. “Based on extensive research and usability testing, the new is designed to better serve our current and prospective customers when, where and how they want.”

Highlights of the redesigned website include:

  • An enhanced look and feel
  • New, easy-to-read and digest content
  • A user-driven navigation structure improving the ability to find content
  • Refreshed naming conventions, keyword use and significant technical enhancements to improve search engine optimization (SEO) performance
  • Compatibility across all device types—smartphone, tablet and desktop

“In addition to a better experience, we built the new to be the ‘front door’ for interactions with our brand by customers, distributors, job seekers and the general public,” said Webster. “By accelerating our digital initiatives across the company, we are continuing to position Securian as a leading provider of financial security for the long run to millions of people and businesses nationwide.”

About Securian Financial Group

Since 1880, Securian Financial Group and its affiliates have provided financial security for individuals and businesses in the form of insurance, investments and retirement plans. Now one of the nation’s largest financial services providers, Securian is the holding company parent of a group of companies that offer a broad range of financial services.

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Jeff Bakken

Media Relations