First Rehab Life Website Receives Award

First Rehab Life’s website honored with 2010 APEX Award.

Great Neck, NY, July 04, 2010 --( First Rehab Life’s (The First Rehabilitation Life Insurance Company of America) third generation of the website, which launched 10 months ago, has been awarded a 2010 APEX (Awards for Publication Excellence) for its overall content, structure, navigation, and look.

On the visual level, the third generation sports a fresh look while maintaining a familiar feel. Structurally, they fully revised the site and greatly expanded the content. Both elements contribute to more intuitive navigation with each audience in mind. It has sub-sites with content tailored to the needs of each of their key audiences: producers, employers/ policyholders, and employees (insureds/claimants). Portals on the homepage take visitors to their own audience-specific micro-site.

"Our website has been well established as a service platform for producers who are currently doing business with us and policyholders who obtained insurance coverage from us. Our website is growing into a resource for all our audiences," says Katrin Atienza, Director of Marketing. "Interested producers and prospective policyholders can learn about our company and discover a wide array of useful tools. We expect the site to have a positive effect on our business development activities," she explains. Richard White, CEO, adds “This award really shows how our commitment to outstanding service to our producers and their clients transcends into everything we do.”

An intricate back-end database and visibility settings behind the scenes allow for audience-sensitive availability of information and downloadable documents in the Contact Directory, Product Portfolio, and Download Center.

"India-based web development firm Beyond Key implements all our complex programming requests," states Anil Chacko, Vice President IT. "It has been a great work relationship despite the geographic distance, and we are already working on more new tools and features to be released."

Katrin Atienza adds "The Beyond Key team has been essential in bringing our vision to life and turning this project into a success."


About: Incorporated in 1972, First Rehab Life (The First Rehabilitation Life Insurance Company of America) is headquartered in Great Neck, NY, and licensed in 16 states. The company is rated A- by A.M. Best and Standard & Poor’s. As a leader in the statutory disability market (NY DBL and NJ TDB), First Rehab Life writes ancillary employee benefits (Vision, Dental, Short- and Long-Term Disability, Life with AD&D) exclusively through a network of more than 5,000 independent brokers and agents. Visit for details.

About APEX:
APEX (Awards for Publication Excellence) has been organized by "Writing that Works" for more than 20 years. The awards program recognizes distinction in graphic design, editorial content, and the ability to achieve overall communications excellence.

About Beyond Key:
Established in 2005, Beyond Key Systems Pvt. Ltd. has provided all encompassing software solutions to customers across the globe by successfully maneuvering the changing dynamics of offshore software development. Visit for details.
First Rehab Life
Katrin Atienza