Rebuilding a declining insurance portfolio
A multi-year decline in general insurance required more than a new webpage. The work had to rebuild the digital foundations, customer confidence and commercial momentum of the portfolio.
The mandate
I joined a large customer-owned bank on a six-month contract to redesign and lead its digital general insurance experience across car, home, landlord and caravan products.
Building the foundations
I led a four-person squad spanning Product, Marketing, UX/UI and Front-End Development. Across 19 sprints we delivered 21 new or redesigned experiences and more than 245 delivery items, including product journeys, claims, renewals, education and embedded access through mobile and online banking.
Connecting customer and commercial strategy
The digital work supported a broader campaign strategy designed around a clear customer proposition. The campaign generated more than 13.4 million marketing impressions, 23,900 attributed quotes and 3,300 new policies.
Regulatory obligations—including DDO and anti-hawking requirements—were designed into the journeys rather than treated as final-stage checks.
The outcome
The work helped reverse a multi-year decline and delivered the portfolio's first year-on-year GWP growth in FY25. Its success also led to my appointment as Senior Product Manager with expanded accountability across insurance and foreign exchange.