Nathan Trafford




Allstate is an innovative company, and they wanted an innovative tool. We were asked to demonstrate to prospects and customers how Allstate is reinventing home protection, so we created a fully responsive site that highlights risks and delivers helpful information based on a user’s home and location, pulling data from nine different APIs.

Our ultimate goal was to position Allstate as a leader within the home insurance category, creating an interactive experience that would be valuable to anyone, whether or not they were an Allstate customer.

Put another way, we wanted to create a whiz-bang digital point of engagement to prove out how Allstate is reinventing home protection.

Whether it was through bringing in street view imagery or providing their city’s population, all aspects of GoodHome were as tailored to the user as possible, resulting in a nearly limitless number of unique scenarios. Through a guided, animated experience, we served up tips, tools and fun facts related to their home.

My agent sending me a site with personalized information based on how I can better protect my home and family. That’s powerful.
— Lizzie Schrier, Allstate

We provided project ideas based on local weather, common and costly claims in their area, facts based on their home’s age and more so they could protect not just any home, but their home


We thought through all the ways we could provide detailed, specific, useful information to a user—with hardly any input from them. We only asked them to confirm their address, after all. The way to do that? Tap into lots of APIs.

GoodHome pulls data from nine, in fact, including Google Maps, Onboard Informatics, Weather Underground, Berkeley Lab Home Energy Saver and Allstate’s Common & Costly Claims. Using CSS3 animation, users see personalized information and the relevant resources that can help them learn how to maintain and protect their homes and lives.

We were able to deliver Allstate impressive results. First of all, a visitor who uses the GoodHome tool is over 350% more likely to get a quote. We also gained a remarkable time on page. On average, people stay on the site for 6 to 7 minutes. And almost half of the people who use the tool end up typing in more than one address. They're playing around with it.

Ultimately, GoodHome has helped Allstate agents build better relationships with their customers, and helped Allstate stand out from its competition.

The GoodHome experience provides an innovative digital touchpoint that supports Allstate’s mission to reinvent home protection.

Try it out for yourself.


Google Case Study - Google
OMMA Award
- Winner - Web Site Excellence 2015 - House/Home Campaign