Hastings Direct

Digital transformation for the UK’s biggest digital insurer
Increased conversions from price comparison websites by 1.2%, resulting in ~£1.8m in LTV.
Achieved a £3.53 IPP increase vs the targeted £1 increase. The total target benefit of £1.7m exceeded achieving £3.5m.
The new Multi Car digital journey was on for 50k sales per annum compared to the business case of 48k.
51 thousand mid-term adjustments (MTAs) completed by customers with comments such as "I absolutely love the app. Had to make some changes and can get a quote on the app before purchasing."
With customers stating "it's easy to use and everything is at your fingertips."
"Love this app. That's why I stayed with Hastings Direct for a second year."
Overview
Hastings Direct is a multi-award-winning business and one of the UK's fastest-growing insurance providers. Started in 1997 and built on legacy systems and legacy thinking, digital transformation was part of their ambitious 3-year plan. We partnered with Hastings Direct after a rigorous RFP process, joining three other well-known agencies as partners for success. Our objectives were simple; first, increase conversion on their new business acquisition journey from price comparison websites (92% of YoY business); next, positively impact income per policy through ancillary sales; help launch their Multi Car digital proposition online; and last but not least, completely transform the mobile app to further establish them as the best digital insurer in the UK and beyond.
Frameworks used…
The challenge
Hastings Direct sought to improve its digital presence and customer experience across multiple channels. Their key objectives were to increase conversion rates from price comparison websites, impact income per policy through ancillary sales, and launch their multi-car digital proposition. In addition, the company aimed to enhance their mobile app experience to reduce call centre contacts, accelerate digital adoption, and increase lifetime customer value.
Our approach
After a thorough selection process, we were chosen as one of four agencies to partner with Hastings Direct in their digital transformation journey. Our engagement began by focusing on customer acquisition through price comparison websites, followed by a revamp of their mobile app to enhance user experience and provide additional services.
New customer
acquisition journey
To increase conversions from price comparison websites and positively impact income per policy through ancillary sales.
We utilised our Product Sprint to identify, validate, and build features for the new business acquisition journey. This involved conducting discovery workshops, SWOT analysis, and prototype strategies.
Our efforts resulted in a 1.2% increase in conversions from price comparison websites, generating an approximate £1.8m in LTV. We also achieved a £3.53 increase in income per policy, exceeding the targeted £1 increase and realising a total benefit of £3.5m.
Multi Car digital
proposition
The project aimed to launch an industry-first digital multi-car proposition, a part of the larger digital transformation strategy.
We utilised our Product Sprint methodology to design and implement this digital proposition. This involved intensive discovery and ideation workshops, intent study, risk analysis, and journey mapping among other strategies.
The new multi-car digital journey is on track to achieve 50k sales per annum, surpassing the initial business case of 48k.
Mobile app transformation
To improve the app's user experience, reduce call centre contacts, accelerate digital adoption, and increase lifetime customer value.
We worked with a great focus on mid-term adjustment (MTA) telephony service digitisation. Particular attention was spent looking at different customer segments and how they interact with the app. This meant the dashboard, documents section, payment method, and quote journey were all made fit for the app. At the same time, with the new digital brand coming to light and the introduction of the time-saving design system, we were able to complete a whole app redesign.
The new digital MTA journeys have already increased Net Promoter Score (NPS) and Customer Satisfaction (CSAT) scores and the new ways of working have driven a noticeable 62% increase in efficiency across delivery teams, proving value very early on.
Continuous engagement
Our engagement with Hastings Direct was a testament to the power of innovation, agility, and creative thinking. Not only did we help them adapt to the digital landscape, but, also deliver high-quality, rapid releases that have greatly improved their user experience.
The results
Through our partnership, Hastings Direct saw significant improvements in their customer acquisition, and income per policy, and saw the successful launch of their multi-car digital proposition. The ongoing digital transformation has resulted in increased stakeholder and customer engagement, better prioritisation of tasks, and increased speed to market.
Increased conversions from price comparison websites by 1.2%, resulting in ~£1.8m in LTV.
Achieved a £3.53 IPP increase vs the targeted £1 increase. The total target benefit of £1.7m exceeded achieving £3.5m.
The new Multi Car digital journey was on for 50k sales per annum compared to the business case of 48k.
"Absolute love the app. Had to make some changes and can get a quote on the app before purchasing."
With customers stating "it's easy to use and everything is at your fingertips."
"Love this app. That's why I stayed with Hastings Direct for a second year."
Frameworks used…
Other engagements
with Hastings Direct
- 1-month to deliver
- 62% increase in efficiency
- Built for optimisation
- 1-month to deliver
- 62% increase in efficiency
- Built for optimisation
- 1-month to deliver
- 62% increase in efficiency
- Built for optimisation
- 1-month to deliver
- 62% increase in efficiency
- Built for optimisation

Hastings Direct
Delivering a scalable digital design system
- 57 opportunities identified
- Average 12 users participating every sprint
- 51k midterm adjustments via the app
- 57 opportunities identified
- Average 12 users participating every sprint
- 51k midterm adjustments via the app
- 57 opportunities identified
- Average 12 users participating every sprint
- 51k midterm adjustments via the app
- 57 opportunities identified
- Average 12 users participating every sprint
- 51k midterm adjustments via the app

Hastings Direct
Research that identifies critical user insights
- Validated with 947 participants
- 8 quantitative and qualitative methods
- 59 core journey changes recommended
- Validated with 947 participants
- 8 quantitative and qualitative methods
- 59 core journey changes recommended
- Validated with 947 participants
- 8 quantitative and qualitative methods
- 59 core journey changes recommended
- Validated with 947 participants
- 8 quantitative and qualitative methods
- 59 core journey changes recommended

Hastings Direct
Making a telephony
proposition digital
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