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I&I

Transforming how businesses find, evaluate and buy indemnity insurance

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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 easier and more transparent.


The Transformation

The digital transformation journey started by us 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 discovery workshops where our team worked closely with I&I to guide them through the process and help bring their vision to life.  

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

Designing the I&I Experience

Our creative team hit the ground running and worked with I&I to design a modern and vibrant brand that clearly reflected I&I’s values, purpose and proposition. After creating the brand guidelines we started designing 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 the process of creating a profile and comparing insurance providers.

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 and review, rate and compare providers. To help them achieve this, we created a blog section powered by Calls9 Nucleus. The I&I team can now use our platform to create, manage and publish educational content and guest blogging on their website. 

Transforming the way dentists choose indemnity cover

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 some 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 capable of sorting 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 to 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 easier and more 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.

Why Calls9?

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what

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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 easier and more transparent.


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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

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