Implementing digital strategy at the UK’s biggest Insurtech

At the height of the pandemic, Zego faced a new kind of uncertainty. Demand for ride-hailing had collapsed, and no one knew when or how it would return.

Our mission: help Zego not just survive the disruption, but come out stronger. In just six weeks, we were asked to define a strategic roadmap that could reignite their ride-hailing business and set the stage for long-term growth.

COVID-19 changed everything: demand patterns, user behaviour, even the meaning of risk. With no guidance from the UK government on how long restrictions would last, Zego had to make high-stakes decisions with incomplete information.

On top of that, they were operating in a hyper-competitive, price-sensitive market where customer loyalty is low and acquisition costs are high. Add to that the complexity of on-demand insurance—short-term policies, erratic usage patterns, and limited historical data—and it became clear that Zego needed more than just a short-term fix.

We embedded a senior team to co-create solutions with Zego, working hands-on rather than handing down recommendations from a distance. Over six weeks, we ran 20+ stakeholder interviews, synthesised existing research, and explored opportunity spaces through collaborative workshops.

We introduced a custom prioritisation framework—an enhanced version of Weighted Shortest Job First (WSJF)—that factored in Zego’s core values and need for flexibility. From there, we mapped 40+ ideas into a clear, 10-week product roadmap using our Ideas to Actions framework. Everything was designed to be actionable, flexible, and grounded in feasibility—strategy tied tightly to implementation.

The result: a practical, high-impact strategy Zego could start executing immediately. The roadmap accounted for market volatility and organisational readiness, while the tools and frameworks we introduced—like the WSJF calculator—became embedded in how Zego works. Beyond a plan to weather the crisis, the work laid the foundations for growth in an unpredictable world.