The Covington Business Council serves businesses of all sizes throughout Northern Kentucky, providing networking opportunities, advocacy, education, and access to valuable member benefits.
One of the Council’s most valuable offerings was access to health insurance solutions designed specifically for employers. However, as new programs and partnerships were introduced over time, the information became increasingly fragmented.
Business owners faced several challenges:
The CBC needed a way to simplify the experience while strengthening the perceived value of membership.
Business Association & Economic Development
Reversed Out partnered with the Council to transform a collection of insurance resources into a centralized digital platform designed around the needs of busy business owners.
Rather than presenting healthcare options as disconnected programs, we organized them into a clear decision-making framework that helped employers quickly understand their choices and connect with the appropriate experts.
We developed a dedicated Health Insurance Solutions hub that serves as the primary destination for employer healthcare resources.
The hub organized available solutions into two clear pathways:
Featuring established group health options including:
This section focused on employers seeking traditional group coverage with familiar structures and predictable administration.
We also created a dedicated section highlighting innovative alternatives such as the ICHRA and EXIT strategy.
This pathway was designed for organizations seeking:
By separating these options, business owners could immediately identify which path aligned with their needs.
Insurance information often becomes overly technical and difficult to navigate.
Our team restructured content using plain-language explanations that focused on business outcomes rather than industry jargon.
Each solution included:
This approach reduced friction and made the information more accessible to employers who may not have dedicated HR teams.
To improve confidence and reduce confusion, we incorporated direct access to official plan materials and supporting documentation.
By presenting information clearly and transparently, the CBC positioned itself as a trusted resource helping members make informed decisions rather than simply directing traffic to third-party providers.
The new structure provides a foundation that allows the CBC to introduce future healthcare partnerships and member benefits without creating confusion or diluting the user experience.
