Bringing Howden’s AI-powered Tilt insurance app to life.

For Tilt, a new digital-first insurance proposition backed by Howden, the ambition was clear: create an experience that matched the expectations of modern customers, while operating safely within a regulated insurance environment.Tilt was conceived as more than a transactional insurance product. It needed to give customers confidence, clarity, and control, while also reducing the operational friction that has traditionally characterised insurance. We partnered with Tilt to bring this vision to life, building a cross-platform mobile app that enables customers to manage their insurance digitally, supported by targeted automation and deep enterprise-grade integration.

Overview

Policies, endorsements, claims, and documentation are often fragmented across systems, with many customer journeys still dependent on phone calls, emails, and manual processing. For Tilt, the challenge was not simply to <a href="https://sidigital.co/services/develop/mobile-apps">build an app</a>, but to establish a digital foundation that could support a new way of operating. The experience needed to feel effortless for customers, while meeting the demands of regulation, data integrity, and internal governance. Automation had to be introduced carefully, ensuring that AI-supported journeys enhanced trust rather than undermining it, and that human expertise remained available when it mattered most.At the same time, the platform had to be capable of evolving. Tilt was designed to grow, with new products, features, and customer journeys planned over time. The technology underpinning the app needed to support that ambition from day one.

The challenge

Our focus was on creating a platform that balanced simplicity at the front end with robustness behind the scenes.

We built a cross-platform mobile application that gives customers visibility and control over their insurance, while <a href="https://sidigital.co/services/integrate">integrating seamlessly</a> with Tilt’s core systems and enterprise back end.The app was built within Microsoft’s enterprise ecosystem, combining secure authentication, AI-assisted customer support, and real-time data synchronisation. This approach ensured the experience remained fast and intuitive for users, while maintaining accuracy, oversight, and compliance across the insurance lifecycle.

The approach

In insurance, customer support is central to trust.

Rather than positioning AI as a replacement for human expertise, it was designed as a practical layer that helps customers get answers quickly while ensuring appropriate oversight remains in place.The Tilt app provides customers with always-on assistance that can respond to common queries and surface relevant information using policy and customer context. Where conversations require judgement, reassurance, or deeper investigation, they are seamlessly routed into Tilt’s Microsoft Dynamics environment, allowing support teams to step in with full visibility of the customer’s history.This blended approach shortens resolution times for routine interactions, reduces unnecessary handoffs, and ensures that more complex or sensitive cases receive the attention they deserve.

AI-enabled customer support

Tilt was built around the principle that customers should be able to manage their insurance on their own terms.

The app is designed to enable users to view and manage policies, start a claim, and access documents at any time, without relying on phone calls or manual follow-ups. Additional servicing capabilities will be introduced over time, further reducing the need for offline interaction.Commercial insurance often involves more than one person within a business, so flexibility was a key consideration. The app includes permission controls that allow policyholders to invite colleagues with clearly defined levels of access, supporting collaboration while maintaining overall control.By automating routine processes such as renewals and payment handling, Tilt removes much of the administrative burden traditionally associated with business insurance, freeing customers to focus on running their businesses rather than managing paperwork.

Self-service by design

Seamless integration was essential to the success of Tilt.

The <a href="https://sidigital.co/services/integrate">app connects</a> directly to Tilt’s enterprise platforms, including Microsoft Entra for authentication, Microsoft OpenAI for intelligent support, and Dynamics CRM as the system of record.Insurance data is complex, and inconsistencies can quickly erode trust. To address this, we implemented real-time data transformation and synchronisation logic, ensuring that policy updates and customer changes are reflected accurately across all systems. This eliminates manual rekeying and reduces the risk of discrepancies, providing a consistent experience for customers and internal teams alike.

Enterprise integration and data integrity

Tilt was designed with long-term evolution in mind.

The modular architecture allows new functionality, products, and journeys to be introduced without disrupting the core platform. The notification infrastructure supports future customer communications, from service updates to promotional messaging, while maintaining compliance and control. This foundation gives Tilt the flexibility to adapt and expand the proposition as customer needs and market conditions change.<h3>Impact</h3>The app has enabled Tilt to launch a genuinely digital insurance experience. It provides customers with greater autonomy and transparency while reducing reliance on manual servicing. It establishes a scalable platform that supports both operational efficiency today and continued innovation in the future.

Built for growth

Tilt is a digital-first business insurance platform, built to give customers greater control, clarity, and confidence when managing their insurance. Backed by Howden, Tilt combines the speed and simplicity of a digital product with the strength and credibility of an established insurance group. Founded in 1994, Howden is an independent, employee-owned insurance brokerage with a global footprint and a strong client-first ethos.

More work

Bringing Howden’s AI-powered Tilt insurance app to life.

Tilt combines AI-assisted support and self-service to deliver digital-first insurance, built for trust, scale, and regulation.

Tilt

Founder & Managing Director

Steve Piper

What happens when your website stops working for you and starts working against you? Whether it&#39;s a reduction in time spent on the website, low conversions, or you&#39;ve simply moved on in your business&#39;s wants and needs, it&#39;s best not to bury your head in the sand. Have a look for these 8 signs it&#39;s time for a website redesign.

As much as we’d like to think people can look past it, first impressions of your website absolutely matter. If you find your bounce rates are higher than you&#39;d like – and you&#39;re sure it’s not because visitors found what they needed in record time – it&#39;s worth investigating why. Elements like trustworthiness, confusing layouts and buried information can make all the difference between users clicking through to the next page or tapping out altogether. Time is precious, especially in the eyes of customers.

01. People visit but they don't stay

If you&#39;ve built a website and customers or potential clients still have little or no idea what your business does, it&#39;s not only a big problem but a missed opportunity. Rather than having at least basic understanding on first contact, your sales team has to pitch and explain the &#39;why&#39; instead of following up with the &#39;wow&#39;. <a href="https://www.forbes.com/advisor/uk/business/software/website-statistics/" rel="noopener noreferrer" target="_blank">As 78% of small business owners</a> in the UK have a website for their business, with 83.5% of those saying it plays a big part in their business, websites should qualify leads and build confidence. All while providing a reliable point of reference for further reading, ideally before anyone picks up the phone.

02. Your sales team is doing the heavy lifting for your site

Following that point, making users hunt for information is tedious, frustrating, and a surefire way to have them backing out before they find what they need. Likewise, outdated information leaves them with an untrustworthy impression of your business and the experience they can expect by engaging. As you change products or services, update details, and find new ways to <a href="https://sidigital.co/services/design/digital-design">improve the user experience</a>, the best thing to do is keep your website up to date. For more information on why UX and UI iteration is so important, <a href="https://sidigital.co/lab-notes/iterative-ux-and-ui-practices">have a quick read here</a>.

03. Your website doesn't say what you do

If you&#39;re going through the effort of making an up-to-date site that looks great on a large screen, it&#39;s vital you&#39;ve also considered your mobile users. <a href="https://www.statista.com/statistics/1358314/online-shopper-device-preference-uk/" rel="noopener noreferrer" target="_blank">As reported in the second quarter of 2025</a>, mobile phones were the preferred device among online shoppers in the United Kingdom. So if you’re not considering all audiences, especially those used to a smooth mobile experience, an outdated, pinch-to-zoom design that&#39;s a pain to navigate and tough to read will likely turn people away. Your mobile site should be optimised to fit the format, allowing potential customers to focus on what they&#39;re reading rather than trying their patience with inaccurate hit targets and microscopic text.

04. t's not made for mobile

If there&#39;s one unignorable death rattle for websites, it&#39;s wheezing loading times. In the current technological age we&#39;re living in, users just want things to work – and when they don&#39;t, they&#39;ll find something else that will. <a href="https://support.google.com/adsense/answer/7450973?hl=en" rel="noopener noreferrer" target="_blank">As Google notes</a>, 53% of visits are likely abandoned if pages take longer than three seconds to load, so if your team notices your site is slow, visitors will too. And their first instinct won&#39;t be to give it a moment, it&#39;ll be to leave. A few seconds of loading time might not sound like a lot, but it&#39;s enough for people to get an impression of your brand, and that&#39;s not fair to you or them. Google&#39;s also not a fan and will penalise websites as a result, favouring sites that perform better.

05. It's slow and not subtle about it

Though we&#39;ve already covered why it&#39;s important to keep your website up to date, in this case it&#39;s about keeping up with your competitors as well. You might be updating information or considering your brand position in the market, but if you&#39;re still working with a website that looks like it belongs in a different age you&#39;ll stand out for the wrong reasons. Regardless of how strong your information is, your site design is what users will initially focus on, even if they&#39;re not aware they&#39;re doing it. A site that doesn&#39;t keep pace may get left behind altogether.

06. Your website and business are out of sync

Nothing shouts &quot;you might need a website redesign&quot; quite like cringing when it&#39;s shared with current or prospective clients. If sales conversations are bracketed with apologies, URLs are shared with caveats, or you’re just linking users to the information they need rather than the homepage for a browse, you don&#39;t need a diagnosis – you need a plan. On the sunny side, this means you can spend your time thinking about what you want your new site to look like instead of debating whether you need a website refresh at all. And that’s the fun part.

07. You're embarrassed to send people to it

With cyber attacks more active than ever, cyber security is a justifiable concern for businesses internet-wide. <a href="https://www.gov.uk/government/statistics/cyber-security-breaches-survey-2025/cyber-security-breaches-survey-2025#chapter-6-cyber-crime" rel="noopener noreferrer" target="_blank">Approximately 283,000 businesses</a> have been a victim of at least one cyber crime in the last 12 months, with phishing as the most common type (93% of affected businesses). From spam emails and untrustworthy links to database breaches, it&#39;s in your interest to keep your business, customers and users safe online. That means even after considering and implementing the right cyber security for your needs, anything you have in place should always run in its latest version. Elements like outdated plugins and software provide an easy entry point for cybercriminals, opening your operation up to compliance risks, financial loss, malware, and more.

08. You've had a security scare

<h3 style='text-align: start;'>How do you know when your website needs a redesign?</h3>If it&#39;s been a few years since you reviewed your website, it&#39;s a good idea to evaluate performance, UX and UI to improve outdated design. Think about your business needs and whether they’re being met.<h3 style='text-align: start;'>What is the three-second rule for websites?</h3>A well-known principle, the three-second rule for website design reflects how long you&#39;ve got until users hit the back button and continue on their way. Three seconds. If your website doesn&#39;t make a good first impression, it probably won&#39;t get the chance to make a second one.<h3 style='text-align: start;'>What are the main signs of an outdated website?</h3>Besides telltale visual elements that date websites like a time capsule, outdated information and poor responsiveness and loading speeds are your biggest red flags.<h3 style='text-align: start;'>Should I redesign or rebuild my website?</h3>Be honest, you&#39;d be creeped out if we said yes and how. The best thing to do if you&#39;re asking this question is to evaluate your site performance from a technical, visual and experiential level. Are there just a couple of areas that you can improve on or do you need to start from scratch?

FAQs

See whether a website redesign or refresh is for you. If you get top marks, well, feel free to brag.

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8 signs it's time for a website redesign

Lead Backend Developer

Richard Keen

Middleware is the software that acts as a <a href="https://sidigital.co/services/integrate">bridge between systems</a>, applications and services, helping play a critical part in how digital ecosystems work. Or, in even simpler terms, it&#39;s the translator that helps different processes, systems, components and applications talk to each other.Think of it like a computer hub connecting your mouse and keyboard to your laptop, helping all the different components talk to each other so you can enjoy a smoother experience.

Let&#39;s first ask another question: &quot;Can operating systems, IT, software and apps run without middleware?&quot; The answer is yes. But without middleware, developers need to find a way to connect their systems together, usually by bespoke connectors. That doesn&#39;t sound too bad for one or two implementations, but it can end up feeling overwhelming and chaotic to run in no time.Rather than having to navigate the mess to find the connection between your start and end point, middleware provides the common layer that understands what either end needs. It ensures that systems can interact without having to know each other&#39;s complexities, making development simpler, more flexible and scalable.

Why use middleware?

As digital worlds develop and customer expectations rise, the days of simply-connected websites are long gone. Now with various different platforms and SaaS tools, every change could mean a costly redevelopment. But middleware unifies these services to all users. Meaning that when changes happen, such as moving your website from HubSpot to Salesforce or upgrading your warehouse management system, your customers won&#39;t even notice. Done and dusted.Middleware integration improves communication and acts differently depending on what job you need it to do. Enterprise middleware, for example, is designed to connect various business systems and business software integration like CRM, inventory, and accounting. Helping data flow seamlessly between them so that when a sale happens, inventories update and finances adjust – all without manual input.From message-oriented middleware (MOM) and games engines, to transaction processing (TP) and portals, middleware is the ultimate solution to modern digital challenges. Regardless of whether you&#39;re running a legacy system or starting from scratch and whether your business is large, medium or small.Another important category is application programming interface (API) middleware, which is commonly used in modern applications. Where API gateways act as an entry point to access backend services, middleware often manages these interactions and checks for anything out of the ordinary. Making sure communications stay secure, efficient and consistent.

An unseen hero

Where middleware is designed to sit in the background, you might not realise how or where it helps in the day-to-day running of your business. From mitigating complexity to reducing development time, it does more than simply streamline operations.<h3 style='text-align: start;'>Consistent, accurate data</h3>Having a centralised system means you don’t have to hunt for up-to-date data through multiple streams, reducing admin time for manual entry. Your data will be correct in real-time, everywhere you need it to be. For example, if you update your address on your website, that is then synced across the CRM, accounts platform, warehouse platforms, and more. And like most great things in life, consistency is key for better processes and fewer headaches.<h3 style='text-align: start;'>Flexible and adaptable</h3>A unified system means changes and updates are no longer a pain to deal with. Your business can switch platforms with ease as you grow and your needs change, such as moving from a digital asset management (DAM) system like Frontify to Bynder. This flexibility gives you more freedom to move to what works best for your business without having to worry about being locked in, scaling with you as and when your business grows.<h3 style='text-align: start;'>Cost efficiency</h3>Fewer services to manage means you can reduce unnecessary spending. In establishing middleware, sometimes it turns out that some SaaS systems your business has in place overlap. In these cases, middleware can help you trim the fat. Likewise, with fewer specialised processes and customer applications needed, it may reduce project costs and be less expensive to maintain overall.<h3 style='text-align: start;'>Making the complex, clear</h3>Reducing operational chaos means fewer tangles and less overall confusion when it comes to processes and data. For your business, that might look like using standardised tools and templates, simplifying messaging, and helping your teams know that they can trust that the data they’re seeing is accurate.<h3 style='text-align: start;'>Connecting bespoke products</h3>Middleware also provides the ideal option for getting more tailored products to work with the rest of your infrastructure. Steering you away from being blocked in by a one-size-fits-all solution and allowing more personalised integration. In fact, we used middleware to help BMW connect their app to an API for a telematics tracking product that people fit in their cars. Allowing us to surface information like car vitals, speed data, cornering data and more directly into an app for users. Read the full case study here.

The benefits of middleware

A fantastic example of this is when we used our own <a href="https://sidigital.co/faraday">secure Faraday</a> middleware to help one of our clients – leading connector <a href="https://sidigital.co/work/harwin">manufacturer Harwin</a> – refresh their online presence, modernise their platform and fix technical issues that had built up over time. And with 4,000+ products to sort through, they needed a website that would make finding the right product clear for customers, too.Now Harwin&#39;s website syncs website data with their Salesforce database, always keeping details up to date. Whenever the team updates a product, those changes appear almost instantly, and with Salesforce in the loop all data is easy to find.

Future-proofing digital presence

It&#39;s only natural that, since middleware bridges communication, it also shines when it comes to improving security. As it sits between systems, it&#39;s in the perfect position to implement security policies and protect against threats. From authenticating users to authorising access, encrypting data and verifying credentials, requests reach this digital checkpoint before they can pass on to the juicy, more valuable areas.Another concern with having various different systems and SaaS tools is dealing with dozens of access points connected directly to your website. That&#39;s a lot of potential vulnerabilities. This is also where Faraday works in our clients&#39; favour, centralising those connections. A single, middleware layer means fewer entry points and total control over how your data flows and what each system can access. Keeping things visible and secure.

Critical security

Got a project in mind that could use some middleware intervention? <a href="https://sidigital.co/contact">Drop us a line. We&#39;re always keen to chat.</a>

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Tilt

Bringing Howden’s AI-powered Tilt insurance app to life.

From the studio

The digital agencyfor brands thatdemand more

Services

Discover

Design

Develop

Integrate

Tilt

Bringing Howden’s AI-powered Tilt insurance app to life.

From the studio

The digital agency
for brands that
demand more