INSURANCE & CONSUMER FINANCE
Reduce quote abandonment mid-application.
The strongest product fit of the five, and the slowest sale. Friction here is structural — cost, eligibility, commitment and complexity all at once — and the buyer has usually invested five minutes and a lot of personal detail before they stall.
Quote form → risk questions → price → exclusions and excess → application. Loss clusters where a term appears that the buyer does not know, and at the exclusions step, where the question is not “is this expensive” but “will this actually pay out for me”.
THE FRICTION MIX
Most of it is trust and coverage wearing a price costume.
Abandonment gets logged as “price too high” because that is the last thing on screen. The behaviour usually says otherwise: the buyer was reading exclusions, not comparing premiums.
Trust friction
What happens at claim time, and whether the quoted figure is really the figure. Resolved by the specific promise in approved wording — never by badges.
Coverage friction
Eligibility, exclusions, pre-existing conditions, acceptance criteria. Where the honest answer is no, saying so at step two beats harvesting the lead at step six.
Price friction
Excess versus premium trade-off, monthly versus annual, and APR on financed cover. A clarity problem more often than an affordability one.
SIGNALS THIS SECTOR PRODUCES
Two constraints are structural in this sector: every surface self-identifies as AI, and responses come only from a claim library your compliance team has signed off. The engine cannot improvise a promise.
The friction vocabulary →A WORKED DECISION
One session, on the quote summary.
01 · WHAT THE SESSION DID
Re-runs the excess slider five times, opens the exclusions document, returns to step two to change a risk answer, then sits idle on the summary for ninety seconds.
02 · THE HYPOTHESIS
Trust friction, confidence 74%. The excess churn reads as price, but the exclusions document and the reverted risk answer say the buyer is testing whether this policy pays out in their specific situation.
03 · THE RESPONSE
Level 1 — the relevant claim-handling promise, in approved wording, placed at the exclusions step where the doubt occurred. If eligibility had failed instead, the response is an early, plain no.
WHAT THIS SECTOR USUALLY DOES INSTEAD
“Complete in 10 minutes to keep this price”
“Hi, I'm Sarah from support 👋”
Capture the email, route it to the call centre
Manufactured urgency on a financial product is a compliance conversation waiting to happen. A bot presented as a person breaches the AI self-identification rule outright — humans are only claimed at level 6, where one is really there.
AND WHERE WE STAY SILENT
Anyone comparing three quotes across three aggregator tabs. That is rational mid-process behaviour, and interrupting it does not make you cheaper. Also anyone whose eligibility has genuinely failed — they get the no, not a nudge.
L0 IS STILL THE MOST COMMON DECISION IN THIS SECTOR
THE ECONOMICS HERE
An audit trail is the feature, not the paperwork.
Every decision writes a hash-chained, append-only receipt, including the silent ones: the signals, the hypothesis, the gates, the arm assignment and what rendered. That is the version a regulator or an internal auditor can read, and it exists whether or not anything was shown.
It is also what makes the restraint claim checkable rather than asserted — you can count the sessions where the system decided to say nothing, and see why.
WHAT A PILOT SCOPES TO
Two weeks in shadow mode first: every decision recorded, nothing rendered to a single visitor.
How a founding pilot works →THE CASE STUDY WE WANT FROM THIS SECTOR
Reduce quote abandonment without a single unapproved sentence.
FOUNDING PILOT SLOT
OPEN · SLOWER CYCLE, HIGHEST FIT
We would rather this pilot start with compliance in the room. The claim library, the AI mark, the forbidden-vocabulary list and the receipt format are all reviewable before a line of tag goes on the site — and the two-week shadow period renders nothing to any customer.
Bring us your quote funnel.
Two weeks in shadow mode, one journey, one outcome. You see the friction distribution for your own traffic before anything renders.