Genworth's new home page (Image: Genworth) A screenshot of Genworth’s new website homepage.

Genworth Financial Inc. is now getting most of its new sales from its mortgage insurance units, but the company’s new website update keeps the focus on the company’s long-term care planning products, services and data.

Janice Luvera, a vice president at the Richmond, Virginia-based company, says in a statement about the revamp that Genworth wanted to shift away from the look and feel of a traditional insurance company website.

“Our goal was to create a refreshingly different, contemporary website that reflected consumers’ desire for information about the impact of aging on their health, families and finances, as well our passion for helping people age on their own terms,” Luvera says,

In the past, Genworth was a major issuer of long-term care insurance, annuities and life insurance as well as of mortgage insurance. It has suspended sales of life insurance and annuities and slowed sales of long-term care insurance because of challenges related to its long-term care insurance obligations. Managers have been trying to address the challenges by selling the company to China Oceanwide of Beijing. The company still has large blocks of long-term care insurance, annuities and life insurance on its books.

The Old Homepage

The old homepage greeted visitors with a slideshow featuring three static photos.

Links by the photos led visitors to articles about long-term care planning, results from the company’s long-term care cost survey, and the company’s efforts to be acquired by China Oceanwide.

(Related: Delaware Sees Hidden Value in Genworth’s Annuity Unit)

A products section gave the visitor to links for long-term care, immediate need annuity and mortgage insurance products.

The New Homepage

The homepage now shows three videos of ordinary Americans who are getting older. One slide conveys the idea that planning is a family matter; a second, the idea that Genworth can help people age on their own terms; and a third, the idea that visitors should check out Genworth’s aging simulator, to learn more about how older people see the world.

The products tab leads to website sections about long-term care planning, care services, and mortgage insurance.

In an Aging & You section, Genworth has added information about caregiving and videos of real families who talk about their experiences with providing care.

Genworth has taken information about the China Oceanwide deal off the homage page.

Applied Minds designed the site.

Mortgage Insurance

Genworth has had, and continues to have, a more business-oriented homepage aimed at the mortgage insurance market. The mortgage insurance homepage is located here.

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