Coalition

A platform for brokers to streamline cyber insurance quoting, policy management, and renewals, with risk assessments and security insights for client support.

Insurtech

B2B

SaaS

User Research

Personas

User Testing

Info Architecture

Prototypes

Interaction design

Visual design

Overview

As the largest startup in cyber insurance and proactive monitoring tools, Coalition serves 85,000 customers with coverage for cyberattacks, email scams, and accidental privacy violations. It partners with traditional carriers and reinsurers to underwrite insurance and has recently expanded to include directors and officers insurance, crime insurance, and fiduciary insurance. By combining comprehensive coverage with proactive cybersecurity tools, Coalition helps businesses manage and mitigate cyber risks. Supported by global insurers such as Swiss Re Corporate Solutions, Arch Insurance, Lloyd’s of London, and Argo Group, Coalition offers up to $15 million in coverage across all 50 states and has expanded into Canada, the United Kingdom, Australia, and Germany.

Building Broker Personas for Targeted Insights

When I first joined Coalition, there was little structured information about brokers. To better understand their needs, I initially turned to the sales and support teams—the people most familiar with brokers—but found the feedback varied and inconsistent. It quickly became clear that brokers’ needs and priorities differed widely, so I identified the need to create personas.

We started by gathering a group of sales and support staff to audit key broker behaviors, including factors like the size of their insurance group, their knowledge of cyber coverage, and whether they specialized in one industry or served multiple. This exercise helped us define key spectrums to explore further.

Using these insights, we conducted interviews with about 20 brokers, which allowed us to uncover patterns and refine our personas to better represent broker needs and behaviors.

3. complex components

2. buttons, examples

1 . palette, fonts

Design System

We developed our design system with a strong foundation in Material UI, aiming to create a consistent and intuitive user experience. While several Figma libraries at the time mimicked Material UI, we noticed a significant gap: none had fully leveraged Figma’s powerful ability to create variants. Recognizing this opportunity, we focused on building a system that adhered to Material UI’s naming and structure while also maximizing Figma's functionality. This approach enabled us to create more dynamic and adaptable components, making it easier for designers to customize and maintain consistency across various projects. As a result, our design system became robust, scalable, and future-proof, leading to a more efficient workflow.

screen 3

screen 2

1 . screen 1

Broker platform

xxxx