Vantage Mutual
Rebuilding trust in a 40-year-old insurer
A ground-up identity and quote flow for a mutual insurer whose customers were abandoning applications halfway through.
Client
Vantage Mutual
Sector
Financial Services
Year
2025
Duration
16 weeks
+38%
quote completion rate
Scope of work
Brand identity, Design system, Website, Quote flow UX
The write-up
Written by the people who did the work, not a marketing team.
Vantage Mutual had been insuring households since 1984 and had the retention numbers to prove people liked them. What they did not have was a way for a new customer to finish a quote. Forty-one percent of applicants dropped out between the third and fourth screen, and nobody inside the company could say why.
What we found
We watched eleven people attempt a quote. Nine of them stopped at the same place: a screen asking for prior claims history, phrased in language borrowed directly from a regulatory filing. People assumed a wrong answer would void their policy, so they closed the tab and called a competitor.
The fix was not visual. It was a rewrite of nine questions, a progress model that showed how much was left, and a save-and-return link that did not require an account.
The system
Alongside the flow we built the identity that had been missing: a serif-free wordmark, a two-weight type system, and a colour set with genuine contrast ratios rather than brand-guide approximations. Everything ships as tokens, so the next developer inherits decisions instead of hex codes.
What shipped
A 42-component library, a rewritten quote flow in five steps instead of nine, a public brand site, and a two-day training session for the in-house team who now maintain all of it.
Result
Quote completion rose 38% in the first full quarter after launch. Support tickets about the application process fell by roughly half. The team has shipped fourteen changes to the flow since handover without contacting us — which was the point.