We are now Cake & Arrow

Delivering human insights and digital customer experiences for 14 years.

Our new identity represents who we are and what we do: the digital customer experience agency who knows what moves people and reinvents how brands do business, for companies in ecommerce, insurance, luxury, B2B and beyond. Driven equally by human insights and digital expertise, we combine design and technology, passion and results, playfulness and precision — delivering work that makes our clients’ customers, prospects and employees feel valued. Welcome to our shiny new home!

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Insurance & Financial Services.

Using user research, the principles of design thinking, and UX design and ideation methodologies, we help clients across the globe keep apace with rapidly evolving customer expectations. We partner with leading insurers and financial services organizations to help them transform their business practices, streamline processes, identify new markets and opportunities, and innovate new products and services oriented around customers in the new digital ecosystem.

Innovating new products in insurance.

By focusing first and foremost on people above products, we are able to apply our user research, design, and ideation methodologies to solve real-world customer problems that push the envelope in terms of what insurance is and can be. We believe that the most innovative insurance products not only protect customers and solve existing problems, but tangibly improve their quality of life.


We imagined an insurance product that would provide gig workers the flexibility and autonomy they value in their gig work, with some of the security and stability of a full time job.

It begins and ends with users.

We’ve spent thousands of hours interviewing and observing independent and captive agents, negotiating rating factors with underwriters, and iteratively refining experiences for end customers. Our deep commitment to user research results in quantitative success for our clients–like increased application speed and quote-to-bind ratios–while also affecting change within their organizations. By partnering with us, our clients are able to evolve their approach to user research and product design and become more customer centric.

A Transformation From Within: a Guide to Transforming Digital Culture and Making Your Organization Truly Customer Focused

68% of life insurers say internal company structure or cultural constraints are the key challenge they face in delivering their digital strategy.


“We believe that the future of insurance is about putting people over products and about improving the quality of life for customers, beyond just insuring them...”
Josh Levine CEO & Founder at Cake & Arrow

Deep industry knowledge and experience.

Over the last decade, we have built an industry-leading insurance practice, engaging top global carriers and distributors to deliver transformative products spanning Life, Health, P&C, and Specialty across group, retail and direct-to-consumer. We’re obsessed with improving experiences across insurance–for customers, carriers, brokers, agents, regulators, and intermediaries–and believe that good experiences for those working within the organization lead to better experiences for end customers.

Areas of Insurance

Life &

Solutions Focus

Commercial Strategy & Market Definition

Defining business cases and evaluating potential addressable markets, commercial KPIs, and platform partnership opportunities for product innovation in emerging spaces.

Digital Product

Designing, testing, and validating websites, direct-to-consumer and sales-enablement applications, and portals for customers, agents, and back-office users across all lines of business.

New Product

Collaboratively innovating with clients to create new products, launch new businesses, and evolve organization structures to address new and emerging markets and changing paradigms in insurance.

Industry leading content and thought leadership.

Our unique ability to drive thought leadership content through consumer insights and research serves as an important input to both our project work and our role as a connector of people and ideas within the industry.

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Let’s discuss how we can help you acquire the right customers, drive engagement and grow sales.

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