Insurance people actually use.

Getsafe makes insurance for people who would rather spend their time living. As Head of Design, I connect product, brand and growth so that insurance is easier to understand, buy and manage.

I lead the design team and stay hands-on across the customer experience, from the first impression to everyday use. Working closely with product, engineering and marketing, I turn business goals and customer needs into clear journeys, working products and a consistent brand. We introduced shared design tokens, clearer ways of working and one quality bar across the app, website and campaigns.

We rebuilt the brand in-house in six months while product work continued, bringing positioning, identity, photography, website and app together as one system. My focus is making the promise of simple insurance tangible at every touchpoint: clear information, intuitive interactions and a recognisable experience that builds trust.

I work on how customers discover products, understand their value and take the next step. That means improving buying journeys, supporting launches and campaigns, and spotting gaps across the experience. Work on Wallet, power of attorney and Safepoints follows the same aim: connecting customer value with conversion, engagement and sustainable growth.

I bring AI into research, prototyping and implementation. I can synthesise nine research sources in an afternoon, prepare new funnel concepts for testing within days and build working prototypes that inform our work with engineering. I also help colleagues create more independently through shared tools and workflows, which gives us more room to explore, test and improve.

The rebrand launched in six months. Getsafe serves more than 500,000 customers and has a 4.7 rating in the App Store. The result is a more connected brand and product experience, clearer paths to purchase and a design team that takes more ownership. My ongoing focus is turning these improvements into measurable customer value and business results.