Asher Fishman Insurance is a Jerusalem insurance agency run by Asher Fishman, with more than 30 years of experience, over 20 employees and more than 10,000 clients. The agency works with every insurance company in Israel and covers every field: property and general insurance, life and health, pensions and savings, institutions and businesses, and retirement planning. Its promise is the site's very first headline: feel secure with a large agency, served like a boutique one.
The agency is our neighbor in the Rad building in Har Hotzvim, Jerusalem. We got to know each other, Asher liked what we do, and he decided it was time to replace a very old website. We worked directly with Asher, and the project covered UX strategy and website development in Webflow as one continuous process.
Asher had a clear vision before we started: he knew how his agency should look and what the site should say. Our job was to deliver that vision while building a site that fits the agency's audience, at the heart of which is the Haredi community in Jerusalem.
In the strategy phase we set the goal: the site should be the professional face of the agency. People who come to Asher Fishman are not looking for an insurance company, they are looking for an agent who will take care of everything for them. So the site leads with the people, the experience and the way the agency works, and only then shows the types of insurance. The photos, wording and design were chosen to feel familiar and pleasant to the agency's clients and to respect their way of life.
We build every site on a Webflow template and adapt it completely to the brand, the content and the structure defined in the strategy. On this project, some way into the work, we realized the template we had first chosen would not let us reach the level we wanted. We asked Asher to change direction. Once he saw the homepage we built on the new template, he was convinced we were on the right track, and from there we went on together all the way to launch.
To give the site materials at the right level, we recommended a photographer to the agency. Today the site shows real photos of Asher and the office instead of stock images.
The homepage opens on a photo of an adult hand holding a child's hand in golden-hour light, with the headline "feel secure with a large agency, served like a boutique one". As the page loads, the photo sharpens out of a blur and two tags, "the strength of a group" and "uncompromising professionalism", appear on it. Under the buttons, a small row of faces sits next to the line "more than 10,000 people have already joined Asher Fishman".
The whole site runs on warm colors: a cream background, the burgundy of the logo and a deep navy, with rounded cards throughout. Every service card has an animated icon that Rephael, our partner and the studio's art director, chose to fit its field: hands holding a heart for life insurance, a house with a shield for home insurance, a heart with a plane for travel insurance. Whenever the agency adds a new service page, we keep choosing icons for it in the same style.
On the About page, the "Our Foundations" section presents the agency's three values as cards that stack on top of each other as you scroll: excellence in personal service, insurance tailored to each client, and commitment to results. Each value has its own infographic in the brand colors: a medal with a laurel wreath, a shield surrounded by smaller shields, and a bar chart with the logo mark.
The site includes a homepage, an About page, 13 service pages in 5 categories, an information center with 12 articles, and a contact page. Every service page explains the type of insurance, answers common questions and explains why to choose Asher Fishman, and a fixed WhatsApp button lets visitors reach the agency from anywhere on the site.
The Asher Fishman Insurance site is live at fishman-ins.co.il, and since launch the agency has received a great many compliments on it.
The project joins our work with the Haredi community in Jerusalem, alongside the sites we built for the Jerusalem Municipality for the state-Haredi sector.
It also shows why we work Blueprint First: when a client already has a clear vision, the strategy is what turns it into a structure, a language and images in which their audience feels at home.
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