Liberty Mutual recognized the value of an under-appreciated market segment in the insurance industry, home renters, typically aged 21-34, comprising younger Generation X and older Generation Y individuals. The goal of the site is to appeal to "responsible" renters within this segment and get them to consider the value of insurance and ultimately drive them to obtain a quote and purchase a policy.

• The content focuses on three misconceptions about renter's insurance (it is too expensive; my things aren't worth insuring; my place is covered by my landlord).

• Since Generations X and Y prefer to "construct" knowledge through experience, view graphics rather than read text and tend to be visual and kinesthetic learners, this site approaches education through play.

• A month after launch, approximately 40 percent of all visitors are entering the quote process.