aflac.comvsvoya.com

Aflac edges out Voya modestly on homepage messaging, 59 to 55. Here's where the gap comes from.

Voya is clearer about what it does (82 vs 33 on clarity). Voya's hero ("Voya Financial: Plan, Invest, Protect") names something concrete, while Aflac's ("Health insurance wasn’t designed to cover everything.") stays abstract. Aflac has stronger CTAs (75 vs 0). Voya is better at saying who it's for (ICP: 55 vs 0). Voya's targeting is decent, while Aflac's is absent. Aflac has a much stronger pricing page (90 vs 0). Voya doesn't have a detectable pricing page at all.