In a move designed to redefine the way customers buy car insurance online, Hastings Direct, the digitally focused general insurance provider, appointed Wunderman Thompson Commerce to help them streamline the customer buying journey.

Hastings Direct wanted their new website to support their brand message to offer customers a simple and straightforward approach to buying car insurance, while providing a frictionless end-to-end customer experience, whether buying direct or from a price comparison website.


Extensive research was conducted by Wunderman Thompson Commerce who were responsible for competitor benchmarking, mapping out the entire online journey, removing friction points, adding signature moments, and advising on best practice. All of which informed the redesign of the entire car insurance buying journey.


Since the website's launch, customer satisfaction amongst Hastings's customers has increased, with metrics showing a 14% increase in customers being able to find what they are looking for, and a 33% increase in ease of use. Trust and transparency across the buying process has also improved, with customers more confident about what is included in their core policy.

We are delighted with our new quote and buy website, and our business benefits remain firmly on track. The teamwork has been exceptional, and we are proud to have delivered something that our customers are responding very positively to - with NPS of digital sales at an all-time high.

Allan Potter

Head of Digital New Business, Hasting Direct

With our CX capability supported by Wunderman Thompson Commerce, we believe we have raised the bar in car insurance and have created a market leading experience. This excellent new baseline allows us to respond to the changing needs of car insurance customers more quickly, and in a manner which makes interacting with Hastings Direct a pleasure - not something usually associated with buying car insurance.

Finn Walsh

Digital and Marketing Director, Hastings Direct

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