Moneysupermarket

Life insurance optimisation

Product discovery

Service design

Optimisation

Life insurance optimisaion
Life insurance optimisaion
Life insurance optimisaion

The problem

Indicative prices

mostly gave customers false expectations

Long application process

disjointed from initial question set

Non-compliance

based on upcoming regulatory standards (GDPR, IDD)

The solution

Rethink life insurance comparison

from the customer's perspective

Streamline comparison

into one combined question set

Compliant journey

based on customer's demands and needs

In a major strategic shift, the company set out to rethink how life insurance was compared. The goal was simple: give customers a true price comparison based on their health, personal needs, and requirements.

While this feels obvious today, it wasn’t the standard before 2018. Comparisons were slow, confusing, and increasingly misaligned with upcoming GDPR and IDD regulations.

Phase 1

True comparison & Buy Now proposition

In 2016, individuals had the following options to purchase life insurance: visit a price comparison website or directly get a quote from an insurer.

To obtain the most advantageous deals, users preferred comparison websites like MoneySuperMarket because they could easily compare quotes from various insurers.

The old life-insurance journey

This journey created problems for customers, the business, and financial regulators alike.

Long and tedious journeys

Customers complained about endless questions, and were highly frustrated about their prices change in the end of the application process.

Poor application conversion rate

Insurers were unhappy with the large number of drop-offs. Customer trust also decreased towards insurers and price comparisons services.

Comparison based on misleading data

Financial regulators (FCA) were less tolerant with comparisons that won’t show true prices that fully reflect the customer’s needs.

Dan Kemeny portrait
Dan Kemeny portrait

In response to numerous customer feedback, my team helped Moneysupermarket to design, validate and implement a streamlined process, disrupting the life insurance market with a compelling “Buy now” proposition.

In response to numerous customer feedback, my team helped Moneysupermarket to design, validate and implement a streamlined process, disrupting the life insurance market with a compelling “Buy now” proposition.

The new "Buy now" proposition

Fair comparison

Customers who committed to complete the longer question set were able to make an informed decision before purchase.

Better overall CR%

The business was happy with less dropoffs and decreased pressure from regulators. However sales volumes dropped requiring further optimizations.

Compliant (for now)

Financial regulators were pleased with a true comparison for now, but stricter regulations were imminent, meant further requirements for MSM.

To tackle decreased sales performance and to comply with future regulations and standards, the business needed to do further optimisations.

Phase 2

Goal and need based life insurance journey

Introducing the "Buy now" proposition still left a lot of areas for improvement. The increasing demands from regulators and the potential for enhanced conversion performance presented us with further opportunities to optimize the user journey.

Dan Kemeny portrait
Dan Kemeny portrait

I led further customer research to continue optimising the life insurance journey, identifying opportunities to reduce cognitive load and drive improvements in conversion and sales performance.

I led further customer research to continue optimising the life insurance journey, identifying opportunities to reduce cognitive load and drive improvements in conversion and sales performance.

Areas for further improvements:

Number of questions

Every question presents an additional challenge for the user to overcome, thereby posing a risk of an elevated drop-off rate and a decline in the conversion rate.

Number of questions

Every question presents an additional challenge for the user to overcome, thereby posing a risk of an elevated drop-off rate and a decline in the conversion rate.

Number of questions

Every question presents an additional challenge for the user to overcome, thereby posing a risk of an elevated drop-off rate and a decline in the conversion rate.

Relevance of questions

Are all questions relevant? Can we simplify, combine, or remove certain questions to reduce the effort required to complete the question set?

Relevance of questions

Are all questions relevant? Can we simplify, combine, or remove certain questions to reduce the effort required to complete the question set?

Relevance of questions

Are all questions relevant? Can we simplify, combine, or remove certain questions to reduce the effort required to complete the question set?

Order of questions

Did we ask questions in the right order, and did we avoid asking similar questions, where the customer could feel they already answered that?

Order of questions

Did we ask questions in the right order, and did we avoid asking similar questions, where the customer could feel they already answered that?

Order of questions

Did we ask questions in the right order, and did we avoid asking similar questions, where the customer could feel they already answered that?

Clarity of questions

Did we communicate clearly and avoid using jargon or commercial language? Did we provide sufficient information to help answer complex questions?

Clarity of questions

Did we communicate clearly and avoid using jargon or commercial language? Did we provide sufficient information to help answer complex questions?

Clarity of questions

Did we communicate clearly and avoid using jargon or commercial language? Did we provide sufficient information to help answer complex questions?

We also identified additional areas to address in order to meet upcoming FCA regulations and standards, including GDPR and the Insurance Distribution Directive (IDD).

Identify customer demands and needs

Did we ask all the right questions to identify the level of cover is needed for our customers?

Identify customer demands and needs

Did we ask all the right questions to identify the level of cover is needed for our customers?

Identify customer demands and needs

Did we ask all the right questions to identify the level of cover is needed for our customers?

Results based on customer needs

Did we clearly present results, policy details and cover levels based on our customer’s demands and needs?

Results based on customer needs

Did we clearly present results, policy details and cover levels based on our customer’s demands and needs?

Results based on customer needs

Did we clearly present results, policy details and cover levels based on our customer’s demands and needs?

Project summary

Reimagining and rebuilding the comparison journey from the ground up solved many of the initial customer and compliance challenges, but it also introduced new ones. While we improved clarity, trust and compliance, we initially saw a drop in commercial performance.

Customer trust and engagement

Journey compliance

However, in Phase 2, we were able to recover and improve key commercial KPIs, while continuing to change how people compare life insurance the right way.

+0%

Conversion rate uplift

-0%

Less questions

-0%

Drop-off rate

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Dan Kemeny

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© 2025 All right reserved

Dan Kemeny

Say Hello

© 2025 All right reserved

Dan Kemeny

Say Hello

© 2025 All right reserved