OnStar Insurance – Product Launch & UX Messaging
Role: Executive Content & Product Messaging Lead
Client: General Motors / OnStar Insurance Services
This project introduced a new insurance brand built on embedded vehicle technology, translating complex product innovation into clear, confidence-building customer communication. The work positioned OnStar Insurance as a natural extension of the OnStar ecosystem while supporting trust, adoption, and ease of use across digital touchpoints.
The Challenge
OnStar needed to launch a new auto and home insurance offering that leveraged in-vehicle data while reassuring customers around security, simplicity, and value. The messaging had to balance innovation with trust in a highly regulated category.
my role
I led the content strategy and UX messaging for the OnStar Insurance digital experience, developing landing page content, product positioning, and customer-facing language across web and mobile. I partnered closely with UX, product, legal, and marketing teams to ensure messaging was clear, compliant, and aligned with OnStar’s long-standing brand promise of safety and peace of mind.
The impact
The launch established a clear, differentiated voice for OnStar Insurance and created an intuitive customer experience that made complex insurance concepts approachable. The content framework supported scalable rollout across GM brands and positioned OnStar Insurance for future expansion
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