Arbella Insurance

Layers of protection.

Arbella is a regional insurer serving their neighbors in New England, protecting what matters most to their subscribers for over 35 years. While grounded in traditional beliefs, the organization is evolving quickly from an agent-centric model to better serve their customers where they are, on their devices. A suite of complementary digital tools - including a rebranded consumer facing website, a robust self-service portal and a complementary mobile app - empower new customers and existing subscribers to access Arbella’s layers of protection anytime, anywhere.


Protecting the moments that matter

Arbella has been serving the New England region through a network of agents for over 30 years, offering personalised solutions to individuals and businesses that protect the things they care about most. Great insurance coverage gives subscribers freedom and peace of mind to do what they love. The rebranded experience showcases those moments that matter.


Emotional engagement

The design is simple, almost transparent. The experience earns the trust of potential customers through candid, emotional imagery, driving the experience and navigating visitors through succinct, but articulate copy. Subtle interactions enhance engagement across devices, but don’t overwhelm the information.

Launched in Q1 2022, the rebranded site and self-service tools represent nearly two years of design and development, positioning Arbella for a digital-first future.


MyArbella portal & app, for where you are right now.

Most people don’t think too much about their insurance coverage, until they do. Quick access to insurance information when their customers need it most is acting as a trusted advisor. The MyArbella portal opens a wealth of information and tools to subscribers, whether accessing through the web or the companion mobile app. The portal empowers subscribers on any device to easily manage aspects of their policies, perform routine payment tasks and, in unfortunate events, begin the Claims process. Along the way, contextual tips and information guide and educate, offering a digital advisory experience.


Don’t be shy.


If you are looking for design leadership, product design, or UX support for your team or organization,
I look forward to hearing from you soon.

@2024 Joshua Cohen.