Building a comparison engine to help businesses find, evaluate and buy indemnity insurance


I&I makes it quick and easy to compare professional indemnity cover by using community-sourced information and reviews to help healthcare professionals find the right policy for them.


The Challenge

Dental professionals are required to have indemnity cover in place from the moment they start practising in the UK. However, finding the right policy can be difficult and frustrating. Until now, there was no support in terms of an online comparison mechanism to help dentists find the best option.
I&I approached Calls9 to bridge this gap with digital technology and build a digital platform that makes comparing the different indemnity policies in the market more accessible and transparent.


The Delivery

We started by working with I&I to understand their idea, what they wanted to achieve and what the user experience should look like. We led a series of innovation workshops where our team worked closely with I&I to guide them through the process and help create a next-gen digital product.

Our objective was to build a market-leading proposition for I&I to enable thousands of dentists in the UK to find the best cover quickly and straightforwardly. 

Designing the I&I Experience

Our creative team hit the ground running and designed a modern and vibrant brand that reflected I&I’s values, purpose and proposition. After creating the brand guidelines, we started developing a website with three key factors in mind: fun, clean and clear - because who says that an insurance comparison website should be boring? 

We designed animations and an animated explainer video to create a fun experience for guiding people through creating a profile and comparing insurance providers.

Easy knowledge management

We also wanted the I&I website to look and feel like a community where dentists can learn about indemnity and insurance policies, share their thoughts, review, rate, and compare providers. Using, Calls9 Nucleus we created a knowledge management system that I&I can use to create, manage and publish educational content and guest blogging on their website. 

Building an indemnity and insurance comparison engine

We designed a quick and easy process to help dentists compare and find the best cover for their practice. To get started, users tell us about themselves and if they currently have a provider. If they don’t, they go straight to the comparison page. Alternatively, we ask them to give us information on pricing, premiums, complaint handling, customer and legal support. This data feeds directly into our custom-built comparison engine.

The comparison engine is flexible, easy to extend, and can sort through hundreds of thousands of records. It powers the insurance comparison page, which displays information on premiums and ratings of providers on key criteria. This makes it easy for users to compare and choose the right insurance or leave feedback and rate a provider.

I&I is building the UK’s largest source of professional indemnity insurance data for the dental sector through a digital platform that makes the insurance comparison journey more accessible and transparent.


The Results

  • Over 170 dentists sign up during the soft launch.
  • Built a one-stop-shop for dentists to get indemnity or insurance to practice.
  • Insurance and Indemnity providers can now understand what their customers need and what they are looking for.
  • Dentists can now better evaluate which providers to use based on data from other dentists and save time from contacting each provider individually.
We set Calls9 the challenge of making us the go-to resource for professional indemnity insurance, and they more than delivered. We are now the fastest-growing indemnity community in the world!
Craig Walsh
Founder and CEO