Texas Heritage For Living

Texas Heritage for Living is the content hub for Texas Farm Bureau Insurance. This platform was created to set TFBIC apart from other insurance companies. For TFBIC, this means building a different relationship with Texans based around the brand’s genuine interest in helping members and building relationships rather than just offering low rates or policies purchased online.


Texas Farm Bureau Insurance


Information Architecture, Design

TFBIC Brand Guidelines


Texas Heritage for Living features insurance education, loss mitigation, Texas and product content. Agents should find that the content allows them to explain concepts and sell policies. The platform’s grid has a modular structure that allows it to adapt to all screen sizes. This structure is important since agents reference the site on sales calls and would be viewing the site on a variety of devices. The platform is also customized with the member’s agent information and photo, giving it a personal touch.

Wireframes of homepage

The goal of the site is attract users with the lifestyle content then funnel them towards the product content. When a user goes to a product content page there are several call to actions. These call to actions drive them to the quote tool, newsletter sign up or find an agent page. If the user is not a current Texas Farm Bureau Insurance policyholder there is an option to sign up to receive access to premium content. The premium content section includes a digital version of the magazine, exclusive recipes and more in depth articles. When a user signs up for the premium content section these leads are then sent to TFBIC agents.

THFL user flow
TFBIC Desktop screens