Securing the financial future of millions more Americans

The redesigned TIAA website transforms financial uncertainty into confidence by making complex retirement planning clear, accessible, and actionable. Interactive educational experiences adapt to users’ financial fluency, allowing them to skim key insights or dive deep into tailored content. Engaging storytelling and intuitive tools debunk common myths about annuities, helping individuals understand their role in securing lifetime income. Custom calculators empower users to visualize their retirement scenarios and take informed action. By positioning TIAA as a trusted partner, the site delivers clarity, confidence, and a path toward a more secure future.

A Monthly Retirement Check for Life

Sound too good to be true? TIAA Traditional, their flagship fixed annuity, provides guaranteed growth while saving and monthly retirement checks that ensure people have money coming in as long as they live. But annuities, like so many financial products in this space, are perceived as complicated, expensive, and inflexible. So we simplified things, reimagining TIAA’s Lifetime Income experience with interactive educational flows aimed at guiding participants toward a secure retirement.

Since launch, advice session starts with a financial consultant have increased by 94%, and users spend 40% more time on average. SEO rank has also improved by 76%.

Bringing Data to Life

Code and Theory delved into extensive reports, white papers, and spreadsheets to grasp the intricacies of TIAA’s annuity offerings, their role in retirement and how they are differentiated from the market. We transformed this complex data into an engaging narrative with interactive data visualizations, allowing users to adjust variables (e.g., risk profile or savings duration) to better grasp the power of TIAA’s offering. This accessible approach to bringing complex data to life helps users model how TIAA’s products can offer unique benefits — before and during retirement.