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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.

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

Tilt

Full UX research process and redesign of the Young Drivers quote engine

Co-op was one of the first insurers to offer telematic insurance to young drivers. Our partnership with Co-op has spanned over ten years, and we’ve helped them build an insurance platform that’s backed by specific and extensive <a href="https://sidigital.co/services/design/digital-design">UX design</a> for insurance, alongside a full-scale redesign of their Young Driver insurance quote engine.Our work with Co-op improved the overall user experience of the platform, as well as bringing the look and feel in line with the updated visual identity. The platform was rebuilt to modernise it and bring it in line with their other services.

For Co-op it wasn’t about a broken product, but a time for transformation

Co-op were going through a period of change. They had a digital transformation underway, a brand refresh in progress, and a quote engine that hadn’t kept up. So, this was an opportunity to take their Young Driver platform and capitalise on growth and future development.The original insurance platform was over a decade old, and had accumulated bugs and technical debt over time. We identified a gap in mobile conversion rates and outdated user journeys that had been outpaced by competing insurance platforms.So, this was an opportunity to rebuild and restructure to bring users a slicker experience.

Transitional transformation

We ran a comprehensive discovery and research phase

Our <a href="https://sidigital.co/services/discover/research">findings were clear</a>, giving us a clarified goal to aim for. Usability testing for web applications is key to ensuring the longterm success of the product. The usability research process we underwent highlighted a few key findings:<h3 style='text-align: start;'>Mobile conversion gap</h3>During our analytics review, we found that mobile traffic to the platform accounted for around 10% more than on desktop, but the conversion rates were much lower. This identified a clear opportunity – the <a href="https://sidigital.co/services/design/digital-design">mobile user experience</a> needed to be improved to enable quicker and easier conversions.<h3 style='text-align: start;'>Question architecture</h3>Usability tests revealed that question structures throughout the process were putting off potential customers. One example of this was ‘Licence Held Since’, which required a full date DD/MM/YYYY to validate against. Asking for such detailed information increased cognitive load for the user, so we simplified. Instead of asking for the full date, we asked for the month and year, or simply the number of years held.<h3 style='text-align: start;'>Number and labelling</h3>We tested different types of navigation, which showed numbered steps being used throughout the user journey. We tested this against a simpler labelling approach. The results showed that users actually preferred numbered and labelled steps to quickly identify where they were in their quote journey.<h3 style='text-align: start;'>Competitor platforms</h3>Research into competing insurer platforms quickly showed us one thing: competitors had raised the bar significantly, leaving Co-op’s platform feeling dated by comparison. We needed to not only improve the user experience, but bring it into a more modern and familiar look and feel.

In-depth research

Our research informed all of our design decisions

The UX research process and analysis informed everything when we designed, from UX to UI to accessibility. We designed lo-fi wireframes in Figma to determine page structures, question delivery, and navigation approach. It was at this stage that our analysis of labelling and numbering came into play. We provided the user with both, for example ‘1. Your Car’. This clearly tells the user exactly what step they’re on, and sets the expectation for the page, and the user.The Co-op design system was adopted across the design, bringing consistency and cohesion across all the touchpoints for the user. From their initial engagement on the website through to finalising their policy, everything looks and feels like Co-op.Before we moved through to development, we used Figma prototyping to validate our decisions against direct user feedback, highlighting any further gaps and opportunities.

UX research and discovery

We designed and built a dedicated digital dashboard for policyholders.

Once the user had taken out their policy, they needed somewhere to track their telematics, coverage, and policy. We designed and built a comprehensive digital dashboard. Designed and styled around their target market and customer base, the dashboard brings intuitive information and tracking metrics directly to the users in a manageable way.We connected the dashboard directly with the telematics API to bring the data directly to the user. From acceleration and braking tracking to cornering, the dashboard gives users a score for each metric in a clear and accessible way. Delivering this data clearly gives users an insight into how to improve their driving.Users can also manage their policy directly from the dashboard, including document uploads like V5 logbooks and proof of no claims discount.

Digital dashboard

A smooth user experience from start to finish

The new Co-op insurance quoting system not only brought users a more seamless user experience, but a more cohesive visual experience too. Research-backed design decisions have improved and simplified user journeys throughout, giving users a much clearer way of quoting for their insurance. By researching UX design for insurance platforms, we were able to give customers an unmatched user experience from their first encounter with the platform through to managing their policy online.

The result

Co-op Insurance, part of Co-op Group, are a leading UK insurer, covering everything from cars to pets to businesses. They partnered with us to help drive their digital transformation efforts to bring their customers better products.

Full UX research and redesign of the Young Drivers quote engine and dashboard.

Insurance quote engine UX and build for Co-op, the first insurance provider to offer telematics insurance for young drivers.

Insurance quote engine UX and build for Co-op, the first insurance provider to offer telematics insurance for young drivers.

Work

Tilt

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

Co-op

Full UX research and redesign of the Young Drivers quote engine and dashboard.