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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.

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


Responsive web, API connections


months to launch a new business.


enquiries in the first month of operation.


rounds of customer validation.

The process.

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

Starting with the goal of 'solving a real problem for small businesses', we researched a market segment to target, developed, tested and iterated the service and how to technically deliver it.

Once we had a product and a brand, Reason advised on the growth of the Coverly team and together we delivered 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 the needs of small business owners; providing 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 is an insurtech startup 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 offering offers small business owners straightforward, flexible and affordable business insurance products that suit their needs. Coverly has been 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