Kidnap & Ransom
Marketing Page · Prevention & Response
Member Dashboard · Contextual K&R Recommendation
Upgrade Flow · Tiered Add-On Selection
Confirmation · Onboarding & Cross-Sell
Kidnap-and-ransom protection is one of the hardest things in the world to sell. It's traditionally brokered, not bought — an opaque insurance product that forces the buyer to picture the worst day of their life before they've even seen a price. Global Rescue wanted to offer it differently: as a self-serve upgrade any member could understand, evaluate, and add themselves. That meant designing the entire journey, not just a page.
The work reframes the category before it sells anything. K&R here isn’t a payout — it’s ‘Prevention & Response,’ a service with people behind it. The marketing page leads with expertise (FBI crisis-negotiation experience, a global intelligence network), lays out a clear five-step response model, and draws an explicit contrast with traditional carriers on the things that actually matter under duress: advisory access, privacy, and who’s leading the response. It answers the buyer’s real question — not ‘what does it pay,’ but ‘who shows up.’
Then it makes the product easy to reach. Instead of a standalone funnel, the upgrade lives inside the experience the member already trusts. Their dashboard shows K&R sitting dormant against their live coverage and recommends Security Ultimate as the switch that activates it. From there, a familiar checkout takes over — two clear tiers, transparent add-on pricing, existing membership credit prorated automatically, a running total that never surprises. A decision that used to require a broker now takes a few clicks.
The confirmation closes the loop with reassurance rather than a receipt: protection enabled, card available immediately, the app and member portal one tap away, and integrated travel insurance offered as a natural next step. Across four screens, an intimidating, high-anxiety purchase becomes a calm, self-serve upgrade — without ever pretending the stakes are small.
Credits
Global Rescue
[Product Owner]
[Security Services Lead]
Engineering
[Development Team]
Creative
Joseph Lambert — Creative Direction, Product Design, Copy
The Flow
Four screens that turn a broker-sold policy into a self-serve upgrade — educate, recommend in context, check out, and onboard.
Prevention & Response Marketing Page
In-Dashboard Recommendation
Self-Serve Upgrade Flow
Confirmation & Onboarding
Prevention & Response Marketing Page
The education layer. It reframes kidnap-and-ransom from a payout policy into a service — expert-led crisis management, a five-step response model, and a direct comparison against traditional K&R carriers on advisory, access, privacy, and response leadership. Credibility is carried by who's behind it: FBI crisis-negotiation experience, a global intelligence network, and a proven track record.
In-Dashboard Recommendation
Rather than bury K&R in a pricing table, the member's own dashboard surfaces it in context — showing 'Kidnap & Ransom Protection (Not Active)' against their live coverage, with Security Ultimate recommended as the upgrade that turns it on. The pitch meets the member where they already are.
Self-Serve Upgrade Flow
A checkout that makes a high-consideration security purchase feel routine — two clear tiers (Security Essential and Security Ultimate), transparent add-on pricing, automatic proration of existing membership credit, and a running order summary. No broker, no phone call required.
Confirmation & Onboarding
The moment after purchase does real work — confirming enhanced protection, routing the member to the app and member portal, offering the membership card immediately, and cross-selling integrated IMG travel insurance. Anxiety in, reassurance out.
