Qdos

B2B insurer Qdos needed to reposition its brand and rebuild its digital experience at a time when both clients and competitors were changing fast.

The self-employed market had become more varied than ever with contractors, freelancers, sole traders and consultants. Each had different needs, different levels of insurance literacy, and different expectations of what buying cover online should feel like. Meanwhile, digital-native challengers were entering the market with consumer-grade experiences.

Qdos had always competed on the quality of its people and the personalisation of its service, but two separate platforms and a friction-heavy quote process meant the digital experience was giving no signal of what made the insurer worth choosing.

UNRVLD tackled brand strategy with key stakeholders first, shaping a new brand identity built to resonate across the full range of self-employed customers, clearly differentiated from the conventions of the traditional insurance market.

Two existing Qdos platforms were then consolidated into a single experience on Sitecore 10.2, bringing tax and insurance services together under one coherent brand for the first time. Navigation was restructured so customers could understand the value of products much earlier in their journey.

The quote process was rebuilt from the ground up, with complex multi-field forms replaced by a guided step-by-step pathway. Personalisation surfaces relevant cover at the right moments across the customer journey.

Following launch, Qdos recorded its best ever trading week, a marker that the repositioned brand and rebuilt experience were connecting with the audiences the work was designed to reach.

The project was recognised as a standout example of digital brand transformation, with coverage in Tech Round, Enterprise Times, Prolific North and Performance Marketing World.