What would be neat instead of filling out a bunch of questions and then getting results would be to list one question at a time and have it adjust your estimated totals as you complete questions. You could spin it positive by listing your savings, starting with $0 and as people fill in information, have it raise their savings based on the information they fill in. And don't require people to fill in all of their information, allow them to bail out at any time and go get the insurance. You could even have people enter their current rate and compare what you can get them against that, so they see themselves saving more and more. That would actually end up being kind of fun to fill out, and I would be enticed to enter more and more information to see if I saved more. If I do not save more, I would want an indication of why for that question I did not save more. You could contract with a game designer for this, since they have experience making things fun.