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Partnering with REO helped us reimagine what a great digital experience means for our customers. Our My Account area is now more intuitive and self-serve, and our teams are working more collaboratively than ever.
esure
- Building trust and depth
- Transformation in practice
- Designing for Confidence
- Culture shift
- Ongoing collaboration
Challenges
As one of the UK’s most recognised insurance providers, esure Group understood that delivering exceptional digital experiences wasn’t simply a matter of optimisation, it required transformation. It demanded new ways of thinking, building, and serving customers in a world where expectations are shaped by the best of digital, not just the best in insurance.
To realise this ambition, esure needed a partner who could do more than deliver tactical improvements, a partner who could challenge, support, and help reimagine what digital could mean for their business.
A Partnership Built on Trust and Depth
The REO & esure relationship began with a familiar challenge: understanding customer behaviour more clearly. Initial engagements focused on analytics and user research, helping esure make more informed decisions about the insurance customer journey and the content it presented to users.
From those early insights, a deeper partnership began to take shape, what started as a focus on usability evolved into something far more strategic: a long-term collaboration that would span design, technology, accessibility, experimentation, and product development.
Over the years, REO has become more than an external consultancy. We have become an embedded extension of esure’s digital function, providing strategic counsel, specialist skills, and delivery support across the business, laying the groundwork for sustainable digital transformation in the insurance industry.
esure had a clear ambition to modernise their digital experience, and we were able to support that by embedding a test and learn approach and improving key journeys.
Working closely with product, design and engineering meant we could make meaningful change quickly and lay the foundations for long-term improvement.
REO Consultant
Transformation in Practice
A hallmark of this partnership has been REO’s ability to bridge gaps between user insight, commercial need, and technical implementation.
Helping esure’s ambition to shift from transactional digital journeys to a genuinely self-serve customer experience required careful coordination across product, design, UX, engineering, and operations. REO played a central role in this shift: helping to reframe what “My Account” should be, redesigning how policy changes are handled, and supporting a more intuitive, customer-led approach to ongoing engagement.
This went way beyond interface changes. It involved rethinking information architecture, aligning user needs with business processes, and supporting internal teams to deliver change incrementally but meaningfully.
REO also worked to instil a new rhythm into esure’s digital operation, one centred on continuous experimentation, data-led insight, and customer empathy. We facilitated cross-functional ideation sessions, structured test- and-learn frameworks, and helped teams see testing not as a tactic, but as a mindset.
This demonstrated that reducing friction in product discovery can significantly enhance the user experience.
Designing for Confidence in a Cautious Sector
Unlike eCommerce or travel, the insurance customer journey is shaped by caution and complexity. Customers are sensitive to change, expect clarity, and are often making decisions under pressure.
REO has supported esure in navigating this carefully. Whether reworking policy explanations, introducing new product bundles, or evolving content hierarchies, we’ve worked closely with internal teams to ensure journeys feel reassuring, trustworthy, performance-driven.
We’ve also introduced scalable design patterns and mobile-first layouts that balance the need for simplicity with the demands of regulation, creating personalised experiences that feel modern without losing credibility.
A Culture Shift, Not Just a Capability Shift
Perhaps the most meaningful outcome of the REO & esure partnership is not a set of tests or a new journey but a shift in how decisions are made.
Where once experimentation was seen as an add-on, it is now a core part of product development. Where research was occasional, it is now routine. Where insight once lived in silos, it now shapes shared strategy.
This is what sustainable transformation looks like: not a big launch or a one-off rebrand, but the development of an –operating model that can adapt, improve, and evolve as customers do.
Ongoing Collaboration
Today, REO continues to support esure Group across new initiatives from platform enhancements and journey redesigns to experience strategy and team enablement. Ours is not a vendor relationship, but a strategic partnership built on shared values and a deep belief that insurance, done well, can be both responsible and remarkable.
In a market that’s still learning how to evolve, esure has already built a digital foundation that is modern, resilient, and user-led with REO helping to guide that journey every step of the way.
