Hastings Direct

Making a telephony proposition digital

  • Insurance
  • Proposition Validation
  • An image showing a laptop on an office desk. The image shows a Hastings direct flexible policy screen.
947 customers

The rebroke proposition was validated with 947 Hastings Direct customers over a 6-week period using a mixed methodology approach (quantitative, qualitative, and holistic).

8 methods

Quantitative and qualitative methods including customer interviews, voice of the customer, card sorting, and surveys were used to validate the proposition.

59 improvements

Through completing the rebroke value proposition validation we uncovered and identified 59 recommended improvements, across channels and digital products.

In the ever-evolving landscape of insurance, we partnered with Hastings Direct, a leading UK insurance provider, to validate and refine a ground-breaking proposition for their car insurance retention process - 'digital rebroke'. The innovative concept aims to provide existing customers with the cheapest available quotes, locking them in for another 12-month period. To validate this proposition, we engaged 947 customers through eight diverse research methods, delivering an amalgam of qualitative and quantitative insights over an eight-week period.


Our research revealed key insights into customer behaviour and their decision-making process. Primarily, we discovered that price was the paramount factor when deciding on a rebroke offer. Additionally, customers valued the flexibility of no-claims discount top-ups and desired concise information about the rebroke process. Unfortunately, a lack of trust in the offer prices was a notable concern. Leveraging these insights, we formulated a comprehensive set of recommendations to refine the rebroke proposition, offering customers a digital turn-key solution to combat the threat of rising costs.


Our compelling work with Hastings Direct underscores the power of strategic Proposition Validation in driving digital adoption and customer satisfaction. By honing in on customers' needs and pain points, we've laid the groundwork for Hastings Direct to offer an optimised rebroke journey that promises value and transparency. Our partnership has elevated Hastings Direct's digital presence, reaffirming their standing as the UK's top digital insurance provider while fortifying their long-term goal of reducing call centre dependency.

  • A Miro board showing stakeholders collaboratively reviewing research findings.
  • An image showing a mixture of research findings including call listening, prioritisation and Day one recommendations
  • An image showing a teams call where the presenter is sharing their screen and there is Moscow prioritisation results
    An image showing a teams call where the presenter is sharing their screen and there is Moscow prioritisation results
  • A slide showing stakeholders reviewing the revised value proposition canvas that shows users jobs to be done, pains and gains and the pains, gains and services of the product
    A slide showing stakeholders reviewing the revised value proposition canvas that shows users jobs to be done, pains and gains and the pains, gains and services of the product
  • An image showing a hand holding a mobile phone in front of a car. On the screen is three different insurance quote options for three different Hastings direct policies.

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A compact view of the design system

Hastings Direct

Delivering a scalable digital design system

  • 1.2% conversion increase
  • £3.5m income benefit
  • 50k multi car customers
  • 51k midterm adjustments via the app
  • 1.2% conversion increase
  • £3.5m income benefit
  • 50k multi car customers
  • 51k midterm adjustments via the app
  • 1.2% conversion increase
  • £3.5m income benefit
  • 50k multi car customers
  • 51k midterm adjustments via the app
  • 1.2% conversion increase
  • £3.5m income benefit
  • 50k multi car customers
  • 51k midterm adjustments via the app
An image of two hands holding a phone in front of the desk. The phone shows the homepage of the Hastings direct app.

Hastings Direct

Digital transformation for the UK’s biggest digital insurer

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