Insurance
Helping People Feel Confident in Critical Decisions — with Behavioural Intelligence
Insurance is a category built on trust, clarity, and timing. Yet from product understanding to claims, customers often feel overwhelmed, uncertain or disengaged. At Cowry, we use Behavioural Intelligence to make complex propositions easier to understand, emotionally resonant, and more likely to be acted upon.
We’ve helped brands across life, health, home, and general insurance design journeys that better reflect how people think and feel — building trust, improving outcomes, and driving conversion.
Helping people feel confident in critical decisions with behavioural intelligence
Insurance is a category built on trust, clarity, and timing. Yet from product understanding to claims, customers often feel overwhelmed, uncertain or disengaged. At Cowry, we use Behavioural Intelligence to make complex propositions easier to understand, emotionally resonant, and more likely to be acted upon.
Common challenges we solve
Products and Propositions
Simplifying product propositions and comparison journeys
Journey Optimisation
Reducing drop-off during quote and purchase flows
Simplifying Journeys
Improving clarity around cover, excess, exclusions and renewals
Emotional Engagement
Enhancing emotional engagement in onboarding and claims
Vulnerable Customers
Supporting vulnerable customers and improving complaint resolution
Add-ons and Upgrades
Increasing understanding and take-up of optional add-ons or upgrades
Where we intervene
We apply behavioural intelligence across every touchpoint in your customer service environment – human or digital.
Consumer Duty readiness and regulatory clarity
Designing communications and journeys that are clear, compliant and genuinely understood by customers.
Vulnerable customer initiatives
Creating experiences that reduce stigma, build trust and support customers, even when needs are not explicitly disclosed.
Claims journey redesigns to support emotional needs
Reframing key moments to reduce stress, build confidence and support better decision-making during high-impact situations.
Digital Migration
Simplifying journeys and communications to help customers self-serve with confidence and reduce unnecessary contact.
Trusted by major brands
Impact we’ve delivered
through behaviourally designed retention calls
to live chat through behaviourally optimised self-serve
from contact centre conversation prompts by reframing end-of-call moment
Behavioural
science in action
Discover how behavioural training
helped Legal & General build an
internal centre of excellence
Why it works
We combine behavioural science, behavioural design and neurodesign to create insurance experiences that support better decisions in low-attention, high-stakes moments.
- We reduce complexity at the moment it matters – Insurance decisions are often made quickly and under pressure. We design communications and journeys that simplify choices, reduce cognitive load and make options easier to understand.
- We build trust through clarity and empathy – Trust is critical in insurance. We design experiences that feel transparent, fair and supportive, helping customers feel confident in what they are choosing.
- We support vulnerable and emotionally charged moments – From claims to complaints, not all customers will articulate their needs. We design journeys that recognise emotional context, reduce stress and support better outcomes.