Confidence to Expand Client Reach
By enabling wholesale brokers to let retail partners quote directly, the platform turned trust into a growth engine—accelerating submissions, deepening relationships, and expanding access to cyber insurance.
Insurance broker platform displaying recently modified clients dashboard.
Situation
Coalition, an insurtech startup, offers active insurance coverage and cybersecurity tools to help businesses manage and mitigate cyber and executive risk liabilities.
Challenge
The broker ecosystem is complex, with wholesale brokers licensed to sell insurance for specific markets, such as cyber risks, and retail brokers relying on wholesale brokers to access these markets. This structure can limit market reach and quoting capacity.
Question
How can Coalition enhance its broker platform to increase quoting capacity and market reach for both wholesale and retail brokers?
User research and personas
Conducted interviews with brokers to understand their context, needs, and motivations, leading to the creation of detailed broker personas.
New platform features
Developed solutions enabling wholesale brokers to authorize retail brokers to quote on their behalf, increasing market reach and product access.
User testing and iteration
Created user flows, wireframes, and prototypes to test new features, iterating based on broker feedback to finalize the design.
Two personas were identified for this project—including the primary wholesale broker and the secondary retail broker who needs access and assistance quoting in this market.
Insurance broker platform displaying modal to upload and share documents for review.
Results
Adoption and engagement
Wholesale brokers quickly adopted the new feature, inviting retail brokers to quote on their behalf. Retail brokers embraced the opportunity, leading to an increase in quote submissions and policy binds.
Market expansion
The platform facilitated the creation of a new insurance market for retail brokers, enhancing their ability to offer cyber insurance quotes to clients.
Conclusion
By enhancing the broker platform with features that facilitate collaboration between wholesale and retail brokers, Coalition successfully expanded market access and increased both quote submissions and policy binds.
