20Fathoms
A New Look and New Voice for a Startup Hub
Content Strategy // Design // Development
The Florida Association of Insurance Agents (FAIA) is a nonprofit trade association representing nearly 2,000 independent property and casualty insurance agencies across Florida. Founded in 1904, the organization supports close to 25,000 licensed insurance professionals through education, legislative advocacy, and member services. Headquartered in Tallahassee, FAIA is affiliated with the Independent Insurance Agents and Brokers of America (Big “I”) and is dedicated to promoting a healthy, competitive insurance environment for agents and consumers alike.
FAIA set out to redesign and rebuild their website on a modern, cloud-based platform that could better serve the way members actually interact with the organization. The existing site had accumulated years of structural inconsistency, and the underlying infrastructure no longer matched where FAIA wanted to go. The goal was to build something that would be easier for members to navigate, simpler for staff to manage, and scalable enough to grow with the organization over time. For FAIA, this was not just a technology upgrade. It was an investment in how the organization shows up for its members every day.
The new FAIA.com gives members a significantly cleaner, more intuitive experience from the moment they land on the site. Resources, events, and education are now accessible through unified search experiences rather than siloed pages, and content management has shifted from a manual, inconsistent process to a structured and repeatable one. The migration from an on-premises Kentico installation to Xperience by Kentico in the cloud reduces maintenance burden and gives the internal team room to evolve the site without relying heavily on outside support.
Working with BizStream on the development and design of our new website was a transformative experience for our team… BizStream not only embraced that vision but elevated it, helping us translate our ideas into a modern, intuitive, and highly functional website. Like any IT project, we encountered our share of challenges along the way. What stood out most was BizStream’s ability to navigate those obstacles with professionalism and problem-solving expertise. They remained responsive, adaptable, and solutions-oriented, working alongside us to address issues efficiently without losing momentum. The end result is a website that we are truly proud of.
FAIA’s site had grown in ways that made it harder to use over time. The infrastructure and content architecture both needed to be addressed before meaningful improvements could take root.
BizStream addressed each of these challenges through a combination of platform strategy, content architecture work, and technical execution. The goal throughout was to give FAIA a site that the team could actually manage and that members could actually use.
BizStream came to this project with existing familiarity with FAIA’s platform, their previous infrastructure, and the associations space more broadly. That foundation shaped how the team approached both the technical work and the harder organizational questions about content structure and information architecture.
What the project ultimately required was patience and steady problem-solving, not just on the development side but also in deciding how content should be organized and how the site should function for different types of members. BizStream’s team remained agile throughout a multi-year engagement, navigating shifting timelines and complex Nimble integration work while keeping the focus on delivering something FAIA could be proud of and build on.
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