HuckleberryCase study

White-labelling access to small business insurance


There is projected to be 17 million new small business in 2022, and 85% of them looking for insurance through a digital channel. Huckleberry realized the opportunity and began shifting their business model from direct B2C to a white-label B2B product.

They partnered with Far Co to redesign their B2B employee platform and B2C consumer experience with a white label approach. Our design solution, powered by a semantic token framework, allows new partners to adopt the experience in 4x less time than the more manual process.



A small group of multi-disciplinary experts working alongside the internal sales and business teams

Brian FarrellCreative Director

Fernando BáezHead Product Designer

Gonzalo SánchezProduct Designer

Irene LópezProduct Designer

Marina GallardoFront-end Developer

Ubalio MartínezMotion Designer

designed to generate results

  • 75%

    Optimization of sales funnel

  • 4X

    Time saved through token framework

  • 12B

    online sales of small business insurance

With end-to-end involvement, Far Co created the white-label framework that powers both our consumer experience and internal application, allowing us to scale faster and more effectively.

Ylang Nguyen –– Chief Product Officer, Huckleberry


The fastest estimate and quote possible

Optimizing the sales funnel to excelerate conversion

We set two goals to guide our solution: Create significant customer trust and reduce the time it takes to get an estimate. Onboarding in the insurance sector normally requires extensive set of steps followed up by a phone call and then paperwork.

Our approach was a simple web form that automatically prefills publicly available data, reducing the average flow down by 75% in order to generate an accurate estimate in 60 seconds. By providing clear coverage descriptions, multiple quote options and intuitive UX patterns, more users felt confident continuing through the process and leading to a purchased policy.

An internal sales tool designed to help prioritize and convert

Designed to create efficiencies across multiple internal roles

The internal tool is used by both Sales agents to quote and bind new policies as well as by Customer Support agents to resolve any client issue or request. On any given day, a team of agents can touch over 100 policies, each applying their area of expertise to a policy application or holder. This workflow creates an extreme need for progress status, team communication and task prioritization.

Our solution leverages a dashboard to assign and prioritise work based on AI variables that determine the confidence of each application as it relates to business type and conversion. From there, each policy's detail page is designed to easily scan and consume content, understand latest activity, make changes, and hand-off the policy to another team member through a detailed notes section. When a policy is ready to bind, a clear quotes section and payment flow allows an agent to convert a sale and onboard a new client right from the platform.

–– The result is a white-label sales EXPERIENCE THAT DRIVES conversion

Our white-label design solution for both the internal sales tool as well as the consumer experience, is powered by a semantic token framework that creates a global variant for each design decision. This allows new partners to apply their brand to the experience in 4x less time than the more manual process.

Less time, less costs, more revenue.