ZERO was trying to introduce a completely new insurance concept to the market — and prospects simply didn’t understand what the thing was.
Too broad: the homepage covered multiple industries, products, and integration models.
Too conceptual: it led with “invisible” and “embedded” insurance — ideas buyers weren’t searching for
Too technical: infrastructure and flexibility overshadowed the core business value.
Before
Chose a wedge: focused on car subscription providers with revenue at risk.
Led with a clear articulation of the problem their champion could relate to: unpaid subscription revenue
Simplified the story: add protection, cover missed payments, ZERO handles claims, you still get paid.
After
Too broad: the homepage covered multiple industries, products, and integration models.
Too conceptual: it led with “invisible” and “embedded” insurance — ideas buyers weren’t searching for
Too technical: infrastructure and flexibility overshadowed the core business value.
Before
Chose a wedge: focused on car subscription providers with revenue at risk.
Led with a clear articulation of the problem their champion could relate to: unpaid subscription revenue
Simplified the story: add protection, cover missed payments, ZERO handles claims, you still get paid.
After
