Genworth Updates Website

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.