Trupanion, a Seattle, WA-based provider of medical insurance for pets, needed a website to help position the company for growth by providing customers with a content-rich, mobile-friendly experience.


Trupanion had the following objectives for its new content management system (CMS):

  • Create a compelling customer experience through design and a rich array of content.
  • Improve prospect conversions and increase website visitors’ time on site.
  • Provide customers with easy access to their information on mobile devices.
  • Enable agile digital-marketing campaigns.
  • Minimize IT support required for digital marketing and reduce labor overhead.
  • Allow digital-marketing team members to manage their own content, including creating, reviewing, approving and publishing web pages.
  • Support our Trupanion’s positioning as North America’s leading provider of medical insurance for pets.


Trupanion chose the Sitecore CMS platform, which was implemented according to industry best practices. Due to an accelerated time to launch Due to tight go-to-market timelines, TA Digital chose an iterative implementation approach.

Our team also built a custom user interface with a responsive UI framework and global components to facilitate reusability of code and accelerate development. Custom commands were added to the rich text editor, such as the option to insert videos from the Sitecore media library or external sources like YouTube, and Sitecore DMS was leveraged to deliver personalized and targeted content, based on each visitor’s unique browsing pattern.


Our client gained significant business advantages from its new CMS, including:

  • Faster publishing to a live environment, since business users can self-manage content.
  • Better response to promotions, due to quicker publishing times and dynamic, behavior-driven content changes.
  • Significant increase in traffic, with the new responsive design increasing multiple-device accessibility, and eliminating the need for a separate mobile site.
  • Increased in user engagement across devices.
  • Increased marketing revenue from leads generated by targeted Sitecore-DMS campaigns.

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