AMP's Lifetrack website has a clear approach to consumers: it's about life insurance. Which makes the message the bridge between a consumer and the company - since both can logically assume that this is the common ground they share with most visitors. It's amazing how hard people find it to build websites aimed at the main interest of the majority of visitors. Link.
Partners Life new quote system online allows you to extend your cover to KiwiSaver. This is a great feature for consumers, and also, I feel should be part of a broader push back against the 'anti-insurance' culture which has its high-water mark in the ban on insurance in KiwiSaver. Perhaps something this ISI could place in its sights.