2× the conversions, in seven weeks.

The quote journey wasn't losing customers by accident. It was losing them to confusion.

Bupa, the UK's leading health insurer, wanted to grow digital sales of its private medical insurance. The Quote & Buy journey was the front door to that ambition — but conversion wasn't where it needed to be, and the reasons weren't obvious from the inside.

The gaps weren't in the mechanics of the funnel. They were in comprehension — customers arriving at the point of purchase without a clear enough picture of what they were actually buying.

You can't convert a customer who isn't sure what they're saying yes to.

In seven weeks, Ninety turned research into a tested, evidence-backed redesign.

• 01Benchmarked the market. In-depth research with 250 consumers across Bupa and competitor offerings, establishing where the experience fell short of what customers expected.
• 02Prototyped best practice. We translated the findings into a best-practice Quote & Buy prototype, designed around the moments where clarity mattered most.
• 03Tested it as an MVP. We put the prototype in front of customers — evaluating commercial potential, desirability and user experience before a line of production code was written.

We fed the analysis and customer insight into a detailed financial model.

Bupa is now poised to roll these insights out across its digital channels — enhancing the journey and unlocking significant commercial uplift, grounded in what real customers told us rather than what a business case hoped they'd do.