Challenge
Towergate, one of the UK’s largest insurance brokers, needed to move beyond basic brochureware to a digital platform that could serve a diverse range of customers - from individual homeowners to large organisations like the BBC.
Their existing digital experience was fragmented, offering limited insight into audience needs and inconsistent quote and buy journeys across product lines.
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Solution
Equator partnered with Towergate to redefine its digital strategy, experience design, and performance model.
Built on Umbraco as a composable DXP, the new platform delivers personalised, data-driven experiences while seamlessly integrating with Towergate’s complex insurance systems.
- Conducted comprehensive audience research to identify behavioural insights across personal, SME, and enterprise segments
- Redefined quote and buy journeys to streamline choices and improve conversion rates
- Developed a smart digital platform that proactively supports protection needs across various customer types.
- Integrated in real time with CRM, policy, and pricing engines to automate fulfilment and minimise manual processing.
Implemented structured CRO and SEO programmes to drive sustained growth and enhance performance visibility.
Results
Streamlined customer journeys resulting in higher digital conversion and reduced drop-off
Improved operational efficiency through automated integrations and modular architecture
Created a scalable digital foundation supporting 100+ insurance products across multiple brands
Outcome
Towergate now operates a modern, insight-driven digital platform that transforms how customers find, compare, and buy insurance - establishing a new benchmark for efficiency and customer experience in the broker market.