Client Connections

New Genworth Site Offers Empathy, Insights to Help Families Navigate the Financial Challenges of Aging

High-tech wizardry simulates physical effects of aging

As part of our ongoing series, Our Wired World, we occasionally share the efforts and initiatives that companies are using to connect to their clients, utilizing the wealth of tech-based innovations to affect and maintain meaningful client outreach.

Richmond, Va. (May 31, 2018) – Against a cinematic backdrop of soothing imagery in motion, Genworth’s newly launched website,, provides families a place where they can find empathy, insights and resources – as well as some technological wizardry — to help them navigate the financial challenges of growing older.

“In shifting away from the look and feel of a traditional insurance company website, our goal was to create a refreshingly different, contemporary website that reflected consumers’ desire for information about the impact of aging on their health, families and finances, as well our passion for helping people age on their own terms,” said Janice Luvera, vice president of Marketing at Genworth.

The site was designed by Applied Minds, creators of Genworth’s futuristic R70i Aging Experience, which recreated on the website many of the same physical effects of aging simulated by the Aging Experience suit. As a result, visitors to the site can experience and better appreciate many of the visual, auditory and mobility impairments that can jeopardize a person’s ability to care for themselves as they age.

Aging And You

The impairment simulations are part of a new “Aging & You” section, the heart of the redesigned website. There, visitors will find:

  • Videos of real families sharing their caregiving experiences
  • Resources related to the family dynamics of caregiving, such as how to approach parents or a spouse about planning for long term care
  • Descriptions of various care setting options
  • Information about public and private sources of funding for long term care

The “Aging & You” section is also home to Genworth’s flagship Cost of Care Survey interactive tool, which during the past 15 years has become the go-to resource for families planning ahead for long term care. The tool allows visitors to compare costs across different care settings and even among different cities, as well as project the cost of care into the future.
The content for the new web site was based entirely on user experience research to understand what consumers wanted from a web site devoted to planning for long term care.

reflecting consumers’ desire for information about the impact of aging on their health, families and finances, as well our passion for helping people age on their own terms

“The result is an engaging, informative, entertaining website that provides a source of rich content, gained through our more than 40 years of long term care experience, and presented with the same empathy and compassion with which our more than 2,000 employees help families choose and access the right caregiving solution,” Luvera said. “We understand the challenges caregivers face because we ourselves are caregivers; we are the people we serve.”



About Genworth Financial
Genworth Financial, Inc. (NYSE: GNW) is a Fortune 500 insurance holding company committed to helping families achieve the dream of homeownership and address the financial challenges of aging through its leadership positions in mortgage insurance and long term care insurance. Headquartered in Richmond, Virginia, Genworth traces its roots back to 1871 and became a public company in 2004. For more information, visit
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