Hastings DIrect

Digital transformation for the UK’s biggest digital insurer


Hastings Direct is a multi-award-winning business and one of the UK's fastest-growing insurance providers. Started in 1997 and built on legacy systems and legacy thinking, digital transformation was part of their ambitious 3-year plan. We partnered with Hastings Direct after a rigorous RFP process, joining three other well-known agencies as partners for success. Our objectives were simple; first, increase conversion on their new business acquisition journey from price comparison websites (92% of YoY business); next, positively impact income per policy through ancillary sales; and last but not least, help launch their Multi Car digital proposition online.

After helping Hastings Direct with their customer acquisition channel, we turned our attention to their app. They have over 2.3 million customers using their app to access their accounts, make changes and start or track a claim. As part of their digital transformation efforts - including brand enhancement and repositioning - we were tasked with taking their app to the next level. Our objective was to enable them to reduce contacts to the call centre, accelerate digital adoption, and increase the number of live policies per customer and lifetime value. We did this by tackling telephony digitisation tasks, completing redesigns, and creating new value propositions.

1.2% conversion increase

Increased conversions from price comparison websites up by 1.2%, resulting in ~£1.8m in LTV.

£3.5m income benefit

Achieved a £3.53 IPP increase vs the targeted £1 increase. Total target benefit of £1.7m exceeded achieving £3.5m.

50k multi car customers

The new multi car digital journey is on for 50k sales per annum compared to the business case of 48k.

51k midterm adjustments via the app

"Absolute love the app. Had to make some changes and can get a quote on the app before purchasing."

Averaging 397k monthly active users in 2022

With customers stating "it's easy to use and everything is at your fingertips."

83 millions screens views in 2022

"Love this app. That's why I stayed with Hastings Direct for a second year."


Once the initial user interface design and most common design patterns had been identified, it took Glue 1-month to create the initial Figma design system file.

~62% increase

The creation of the Figma design system enabled ~62% increase in efficiency across delivery teams, proving value very early on in its inception.


The approach to creating the design system allows the internal Hastings Direct design team to continually optimise it and build in further efficiencies.

New business acquisition journeys across mobile and desktop web, including quotations from price comparison websites, ancillaries, and telematics proposition

Delivering an industry-first digital multi-car proposition across mobile and desktop web

App rebrand, telephony service digitisation, and new value proposition design

A time saving design system, crafted in Figma, developed with Storybook.js

Further updates to come soon

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