Creating a voice for Kinsu, kind and beautiful insurance at your fingertips
Kinsu created simple, fair, mobile-first insurance. I worked with the London-based startup and certified B-corp while they were being incubated by Impossible.
Typically, insurance is seen as a complicated, shady industry. Kinsu’s approach was to make insurance beautiful through being radically transparent, super simple and kind, appealing to a largely uninsured Millennial generation. Kinsu also had an added layer of social good, partnering with charities like StreetLink.
I was asked to come in and bring their brand voice to life. Working closely with the CEO and a product team, I began by workshopping a brand voice framework. Then, I wrote all the in-app UX copy as the MVP app was in development. I also worked on a go-to-market strategy for its MVP app launch in 2018, including writing a film script to be narrated by Lily Cole.