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Note: This case study is from 2024. While we’re still proud of it, you can view our more recent work here.

WordPress integration and brand development for a leading independent insurance broker.

Hayes Parsons is one of the South West's largest independent insurance brokers, working from Bristol, Salisbury and London across marine, education, property and construction, heritage, charities and private client specialisms.

The group also includes CMTIA, the leading provider of insurance to independent market traders across the UK. Appeal Digital works with Hayes Parsons across the whole estate: brand, websites, and the custom platform that sits behind how the group sells insurance online.

Challenge.

Hayes Parsons had built a reputation on service quality. Buying a policy online did not reflect it.

  1. A premium broker with an off-the-shelf buying experience. Customers could purchase online, but the journey ran through an iFrame widget dropped into the page. It worked, in the sense that transactions completed. It looked and felt like a different company to the one clients dealt with everywhere else.
  2. Admin consuming capacity that should have gone into growth. Purchases and renewals needed manual intervention to get over the line. That puts a hard ceiling on volume, because every additional policy costs a slice of someone's day.
  3. A group of products with no shared foundation. Multiple specialisms and sub-brands each needed their own route to market. Without a common platform underneath them, launching anything new meant starting close to the beginning every time.

Solution.

A platform of our own, not a widget in a frame. We built custom software with an API driven front end, integrated with both the WordPress site and the broking platform. That put the entire customer journey under Hayes Parsons' control: the design, the language, the steps, the pace. Buying a policy now looks and feels like dealing with a Hayes Parsons company, because it is.

Integrated with Acturis. Quotes, policies and renewals pass between the website and the insurance platform, with the front end recently re-platformed onto Acturis.

Built once, rolled out across the group. The platform underneath is being deployed across different products within the group, so a new offering inherits a working, integrated, proven route to market instead of being built from scratch. The firm can put new products in front of customers considerably faster than it could before.

A brand and websites to match. Alongside the platform work we developed the Hayes Parsons brand and now manage the group's websites, so the identity, the content and the transactional experience all pull in the same direction rather than being three separate projects with three separate owners.

Result.

Customers buying and renewing policies now get an experience that matches the service standard Hayes Parsons is known for, on a journey the firm owns end to end rather than rents from a third party.

Behind it, far less human intervention is required to process a policy, which turns volume growth from a staffing problem into a commercial opportunity. The platform scales where the old process could not.

The most valuable outcome is the one that keeps compounding. Because the foundation is shared across the group, Hayes Parsons launches new products faster than it could before, and each rollout gets easier rather than harder.

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