An Advisory-First Insurance Website and a Purpose-Built Sales CRM for Uhud Insurance

Uhud Insurance is an independent life-insurance and financial-strategy advisory in California, built on a simple position: clients deserve advice, not just access to products. The web, however, treats life insurance the opposite way — most sites push a quote form that demands personal details before earning any trust, which is exactly the experience Uhud wanted to avoid. The website had to teach first: explain whole life vs. term, infinite banking, Section 7702 retirement strategies, and policy reviews in plain language, then invite a conversation without ever asking for medical, financial, or identity details.

There was a second problem behind the scenes. Life-insurance deals don't move like generic sales deals — they pass through illustrations, underwriting, and policy placement, stages a standard CRM pipeline simply doesn't model. The agents needed a system shaped around how a policy actually gets placed, not another spreadsheet workaround. One engagement, two builds: the public advisory platform and the internal sales CRM.

We built the advisory website on Next.js with Payload CMS, so the Uhud team can edit every solution page, FAQ, and article without a developer.

The content-driven advisory site:

• 8 solution detail pages — whole life, term, blended coverage, infinite banking, Section 7702 retirement strategies, final expense, business life insurance, and policy review — each structured with benefits, who it suits, and its own FAQ section
• "Five Steps from Conversation to Clarity" — a process page that sets expectations before a prospect ever calls
• A categorized FAQ hub with 20+ questions across 7 categories, and an 8-article educational blog
• A carriers page presenting the respected carriers Uhud works with — multiple carriers, one trusted advisor
• A privacy-conscious lead-qualification funnel: state, age range, tobacco use, existing coverage, goal, budget, and preferred contact time — with an explicit promise that no medical, financial, or identity details are requested

Uhud Sales — the invite-only CRM at sales.uhudinsurance.com:

• An insurance-specific pipeline: Prospecting → Interviewing → Proposal → Closing → Placement, with sub-stages like Illustration Requested, Underwriting, and Policy Placed and In Force
• Shareable lead-capture forms that feed straight into the pipeline
• Per-agent views, CSV export, and conversion-funnel reports so the team can see where deals stall stage by stage
• Invite-only access — agents join only through an admin invitation