Acme Risk Brokers
Commercial lines broker · 6 producers
From a 14-page PDF to a 90-second indicative quote
Indicative quotes in 90 seconds, structured intake for the underwriter.
A commercial insurance broker wanted a web tool that gives prospects an indicative quote in under two minutes and hands the underwriter a clean, structured intake on the back end. The conversion problem was honest: a 14-page PDF was killing leads at the door.
New · Insurance
Indicative quote + intake tool.
Indicative quotes in 90 seconds, structured intake for the underwriter.
Sample mockup · illustrative only
- Industry
- Insurance
- Timeline
- 4 weeks
- Team
- 2
- Service
- Web
- Project tier
- Web App MVP / $19,995
The Problem
What was broken.
Lead form was a 14-page PDF. A large share of prospects bounced before the halfway mark. The few who finished often gave answers the underwriter had to clarify by phone. Conversion from inquiry to bound policy was lower than the broker's gut said it should be.
Our Approach
How we framed it.
Modeled the question set as a branching flow with progressive disclosure. Indicative pricing computed locally from a small rate table the broker maintains in a versioned Postgres table. Submission lands in HubSpot with a structured payload + a PDF for the underwriter that mirrors the old form.
Capability proof
What this case demonstrates.
This case makes the hidden work visible: strategy, architecture, delivery control, quality evidence, and handoff.
01 / Product judgment
Problem framed before UI
Lead form was a 14-page PDF. A large share of prospects bounced before the halfway mark. The few who finished often gave answers the underwriter had to clarify by phone. Conversion from inquiry to bound policy was lower than the broker's gut said it should be.
02 / Technical depth
7 stack decisions
Next.js 15, TypeScript, Postgres, Zod (validation), Resend (email), HubSpot (CRM)
03 / Delivery discipline
4 delivery checkpoints
Question audit + branching / Quote engine + rate tables / HubSpot + underwriter PDF
04 / Handoff quality
5 shipped artifacts
Branching quote flow on the marketing site / Versioned rate-table admin / HubSpot integration with structured payloads
Production artifacts
Inspect the work behind the visible result.
Each case exposes the surfaces, systems, evidence, and handoff package that make the shipped product usable after launch.
Experience layer
Buyer or user surface
Branching online flow with indicative pricing computed from a versioned rate table; structured intake handed to the underwriter as both JSON and PDF.
Proof 01
Indicative quotes in 90 seconds, structured intake for the underwriter.
Proof 02
Walked through the existing form with the underwriter and removed every question that didn't change the price.
Proof 03
Branching quote flow on the marketing site
Production signals
Instrumented
Events and funnels named before handoff.
Risk-aware
Security and compliance boundaries named.
Release-ready
Deployment or store-release path included.
Before / after · product UI mockup
Industry · Insurance
Before:Brokers filled 9-page ACORD forms by hand; carrier quotes came back hours to days later.
After:Branching online flow with indicative pricing computed from a versioned rate table; structured intake handed to the underwriter as both JSON and PDF.
How the engagement ran.
- 01Week 1
Question audit + branching
Walked through the existing form with the underwriter and removed every question that didn't change the price.
- 02Week 2
Quote engine + rate tables
Built a deterministic quote engine against versioned rate tables.
- 03Week 3
HubSpot + underwriter PDF
Hooked the back end into HubSpot and generated an underwriter-friendly PDF.
- 04Week 4
Soak + launch
Two weeks of internal soak, then quiet launch behind the existing CTA.
- 1
Week 1
Question audit + branching
Walked through the existing form with the underwriter and removed every question that didn't change the price.
- 2
Week 2
Quote engine + rate tables
Built a deterministic quote engine against versioned rate tables.
- 3
Week 3
HubSpot + underwriter PDF
Hooked the back end into HubSpot and generated an underwriter-friendly PDF.
- 4
Week 4
Soak + launch
Two weeks of internal soak, then quiet launch behind the existing CTA.
Deliverables
What we shipped.
- ✓Branching quote flow on the marketing site
- ✓Versioned rate-table admin
- ✓HubSpot integration with structured payloads
- ✓Underwriter-friendly PDF output
- ✓Compliance copy reviewed by the broker's counsel
Outcomes.
engagement targetsPlan: indicative quote in under 2 minutes for the common case
Plan: structured intake handed to the underwriter as both JSON and PDF
Plan: rate tables versioned in Postgres so the broker can update them safely
Plan: hubSpot CRM integration with named pipelines per product line
Plan: clear 'this is indicative, not a binder' disclaimer at every step
Honest challenges
What we got wrong (or almost wrong).
The pretty version of any case study skips this part. We don't.
- 01
Compliance language had to appear at the right moments without nuking conversion; ran three copy variants past the broker's compliance counsel.
- 02
Rate-table updates needed to be safe; built a preview-then-publish flow with an undo window.
In our own words
Underwriters don't want fewer questions, they want the right ones in the right order. Walking through the legacy form with the underwriter and removing every question that didn't change the price was the entire engagement; the rest was carpentry.
From the Hayaiti team
Engineering · design · security
Technical blueprint
How the work holds together.
Buyers should see that the visual layer is backed by architecture, quality gates, and operational ownership.
Experience
1Application
2Data
3Operations
4Security
5Stack used
7 technologiesRelated
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