aetna.comvscigna.com

Aetna edges out Cigna modestly on homepage messaging, 63 to 54. Here's where the gap comes from.

Cigna is clearer about what it does (100 vs 80 on clarity). Aetna has stronger CTAs (62 vs 45).

Both sites use the "Community / Movement" positioning archetype — they're competing on the same narrative, which means differentiation has to come from execution, not framing.