Transforming the insurance sector from the ground up


With disruptors stealing market share, the time for insurance institutions to rest on their laurels and legacy systems is gone.

Transforming the insurance sector across every line

Insurance sectors

Health insurance

Driving direct leads, building trust and delivering lifetime value for AXA, Vitality, Health-on-line and more.

Pet insurance

Building brands, growing direct acquisition and lowering CPA for Agria and RSPCA Pet insurance.

Personal lines

Car, home, life, critical illness and beyond. We know how to drive sales of all personal insurance lines.

Commercial lines

Van, indemnity, small business and liability. We know commercial insurance, and we've delivered for AXA commercial lines for over eight years.

Specialist insurance

From satellite insurance for Beazley to funeral plan insurance for Golden Charter, we build digital strategies that convert.

Our Insurance Credentials

Download our full insurance credentials and see how we can transform your brand.


How we enable insurance brands to take on tomorrow

Insurance industry challenges

Service Design

Designing the insurance products of tomorrow

Our strategists co-create with creatives and technologists to vision and deliver the insurance products of tomorrow. Our service design services use an evidence-based approach to create digital insurance products and experiences.

From Agria Pet to AXA, Vitality to Virgin Money, our service design expertise has realised transitions to digital-first products, massively improved funnel conversions and revenue growth in every project.


De-risking enterprise CMS migrations for insurance brands

The decision to migrate CMS' is a significant decision for all insurance brands. We de-risk this with our technology-agnostic approach. As an Umbraco Gold Partner, Sitecore Silver, Episerver Platinum and Sitefinity Partner, we can consult on platform choice and implement your project.

We have migrated and implemented CMS' for numerous insurance clients including Umbraco for AgriaPet, Health-on-line, Sun Life and Golden Charter, Sitecore for Vitality and migrated the entire AXA estate from Teamsite to Episerver.

Connected Marketing

Making SEO work in a saturated search landscape

Relevance, content, code, links, speed and a lot more. There is so much to consider when optimising your insurance website. You can trust our expert search engine optimisation team to get you maximum visibility in Google in the UK and abroad.

We have delivered front-page ranking for critical products for dozens of AXA businesses (Health, Business, Individual, Wealth and Group) as well as supported Vitality, Health-on-line and others with cost-effective, compliant search strategies.

Strategy & Consulting

Digitally transforming the entire insurance process

Real digital transformation is an investment in the future. Our strategic consulting services work with brands to develop future-focused thinking that goes far beyond simple websites, quote & buy journeys or apps.

Our services have helped develop a WOM digital proposition for Health-On-Line, realise evolved audience segmentation for AXA Health and re-platforming Vitality to ensure they can all take on tomorrow.

User Experience

Increasing sales and retention with customer-centred simplicity

In a highly commoditised industry, selling a complex insurance product to a confused or indifferent audience often hinges on the simplicity of the digital user experience.

Having innovated for the world's leading insurance brands, like AXA and Vitality, our experts understand how to streamline the UX to differentiate brands, sell value and deliver significant incremental growth.

Content Strategy

Cut-through insurance content in a challenging sector

Getting social engagement on insurance does not need to be hard, it just takes creative minds who understand the sector and really understand the customer. Our content marketing strategists understand how to maximise your content's value across paid, owned, earned and shared media.

We worked with AXA Business Insurance to build shareable and highly engaging video, blog, infographic and interactive content that won multiple awards. Let us build your content strategy and the returns and cost savings will speak for themselves.

Some of our work that's transforming the insurance sector

Insurance: Transformation case studies

Breathing life into legacy systems

Vitality: Health & life insurance

How our enterprise-level engineering enabled us to integrate with complex legacy platforms to transformed user journeys for Vitality.

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Golden Charter: Funeral insurance

Planning for the inevitable, made easy

We transformed the digital experience, driving leads and revenue while maintaining a caring and respectful tone for a sensitive subject.

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Agria: Pet insurance

Helping a heritage brand grow

Agria works with owners, vets, breeders and rehoming organisations to provide award-winning lifetime pet cover.

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AXA Business Insurance

Working hard for hard-working businesses

We transformed how AXA engages with B2B audiences

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AXA PPP Healthcare

A thorough diagnosis for AXA PPP Healthcare

Our platform migration for this leading health insurer transformed the customer experience, driving online sales in the UK and internationally

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We redrew the map in online health insurance

Challenged to create the best quote-and-buy tool in the market, Equator took a long, hard look at how people search and evaluate health insurance products online. The result was a paradigm shift for the industry.

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Age Co

Building a better shop window for a leading senior brand

How we added significant value to the commercial wing of UK's largest charity for older people with a better branded online experience.

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Financial services thought leadership and analysis

Insurance sector reports and webinars

Published in Finance Digest, May 2021

Beyond Apps and iPads

Our Chief Growth Officer, Garry Hamilton, looks at the digital evolution shift in the financial sector.

Read more

Financial Services Webinar - April 16, 2020

Insurance & COVID-19

How the COVID-19 crisis could define the future of insurance products and how digital readiness could keep you in front.

Watch Now

Financial Services Webinar - March 31, 2020

Fight or Flight Webinar

Martin Jordan, Equator's Innovation & Insight Director, looked at what brands should be doing to survive the COVID-19 pandemic.

Watch Now

Lessons from the 2008 crash

Fight or Flight Report

With the COVID-19 pandemic, we are living through one of the most significant global crises in fifty years. Read our report on what brands should be doing.

Read Report

Transforming insurance for 20 years

Showcase insurance clients

We are proud to have many long-standing relationships with businesses of all types in the insurance sector. For these brands, we've created transformational strategies, game-changing digital services and even built entirely new businesses.

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