Insurance people actually use.

Getsafe is insurance for people who never wanted to think about insurance. When I joined as Head of Design, the product worked but the experience did not carry the brand's ambition. The mandate: build a design org, rebuild the brand, and prove that design moves the numbers. What followed were three acts.

Built and led a team of nine. Hiring, design ops, brand and app under one system. Foundations first: tokens, processes, a shared bar for quality.

A full rebrand in six months, in-house. No agency ping-pong: strategy, identity and rollout from the team itself, in parallel with the day-to-day roadmap. New wordmark, palette, type, photography, website and app, launched together.

From leading nine to out-shipping nine. An AI-native workflow: dental PDP, Wallet and power of attorney, Safepoints, a nine-source research synthesis in an afternoon instead of a fortnight. Proof that orchestration scales.

4.8 stars and 50k+ reviews in the App Store, Trustpilot around 4.1. The rebrand shipped in six months. Shipping speed went from one to nine times, with a smaller team.