Helping a heritage brand grow


Agriapet works with owners, vets, breeders and rehoming organisations to provide award-winning lifetime pet cover. Their proposition sets them apart and they needed an online customer journey to reflect this, for their own brand site and for their partnership with The Kennel Club.

Owning the sale process

We completely re-engineered Agriapet’s complicated quote process, based on user and data-led insights gleaned in our discovery phase. Our approach put the pet first and set out to reinforce the brand proposition, product and benefits throughout.


From a design and UX perspective, a goal-oriented, responsive and modular approach was key, keeping questions simple and capturing customer data so Agriapet could target incomplete applications. All of this was to seamlessly integrate with Agriapet’s back end quote engine and CRM.

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Growth and scalability

Agriapet needed a flexible solution, which could be re-branded for partners such as The Kennel Club to enable both direct and indirect growth of new business sales.


Improved conversion rate within the quote process was a given, as Agriapet were experiencing high instances of customer drop-off, with 23% and 27% of customers dropping out at step 1 on the brand and Kennel Club quote journeys respectively. There was also over-reliance on offline customer service handling and claims administration that would be more efficiently carried out by the customer themselves online.

Integration experts

With our extensive finance, energy and hotel sector integrations we were able to create and deliver bespoke web services into an integration layer that could power the reinvigorated front-end quote-and-buy experience.


Based on Agriapet’s requirements we recommended Umbraco CMS, which we’ve successfully used for other clients needing a globally managed web solution with multiple localised versions. Understanding and seeing the value in our insight-led approach, Agriapet have continued to work with Equator on a Conversion Rate Optimisation programme since launch.

The result

  • Record sales results
  • Best ever sales day in January 2018 following the launch of the transaction funnels
  • Increased share of revenue coming through the website, up to 29% from 21%