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Rethinking insurance for small businesses.

Launching a brand new insurtech service

The brief.

Bibby Financial Services came to us with a strong belief that 'small business insurance is ripe for disruption'.

Reason and the Bibby team developed a new digital-first insurance service aimed at small business owners looking for more freedom, support and flexibility from their business insurer.

Our Role.

Product and Service design and delivery, Opportunity identification, user testing/ product validation, customer research and insight, prototyping, UX & UI design, software engineering


Responsive web, API connections


months to launch a brand new business.


enquiries in the first month of operation.


rounds of customer validation.

Solving a real problem for small businesses

Over five months, Reason helped shape, validate, refine and build the proposition, brand and customer experience.

We researched the market segment, and to validate our findings, we developed, tested and iterated the service before designing the technical specs needed to deliver it.

We advised Coverly on the team they’d need so that together we could deliver a validated proposition into a market dominated by traditional players.

The output.

Our strategy, UX & UI designers and delivery experts worked in cross-functional teams with Coverly to create an insurtech product that meets small business owners’ needs.

We developed the branding and created a desktop and mobile app that allows small business owners to purchase insurance that suits their business and flex it as required.

The results.

Coverly launched into the market in January 2019. Built as a single page app, using React, Redux and Emotion for styled-components, it is resilient, reliable and fast to use. It connects with industry-approved back end systems and provides a compliant audit trail.

The new digital product offers small business owners straight forward, flexible and affordable business insurance products that suit their needs. Coverly was named "one to watch" by Insurance Post in 2019.

We spent a great deal of time deciding which company to work with on our new venture - the decision would make or break our success being a digital start-up. Without doubt we are happy we chose Reason. They feel like part of our team and are as passionate about building our vision as we are. They have gone the extra mile to get it right, been honest, challenged us, and been fun to work with. I would not hesitate in recommending them.

Jodi Cartwright

Managing Director