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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Gaining new customers against entrenched competitors.

Metlife auto & home wanted to gain new customers and grow revenues by expanding its reach into the direct market, one already dominated by competitors with lower prices. The goal was to develop a customer self-service, mobile-first digital experience centered around easy quoting and purchasing, as well as managing customer policies online and servicing claims, from anywhere.

To bring its first direct-to-consumer product to market, Metlife needed to revisit its core value proposition, better understand its customer needs and behaviors, and completely reimagine what the core customer experience could be.


80% of people don’t believe “online insurance quotes” are accurate, buying their policy by phone. Gaining trust meant making the entire policy configuration process transparent.

Screenshot image of responsive Metlife Auto homepage viewed on an iPad
Approach & Solution

Better than another online quote machine

We wanted to give prospects and customers more transparency into how their insurance policy is built. Our goal was to create a digital product and customer portal that lets users quote, purchase and manage their custom auto insurance online—without the need to ever speak to a representative.

Case Study Video

See how our UX and design put power into users’ hands, making the insurance purchase process transparent, fast, customizable—and successful.

Image of responsive mobile screens for Metlife Auto
Our research showed that people choose insurance on service quality—not just price.
The site was the first direct-to-consumer, all-digital product for MetLife Auto & Home.



reduced product time to market
(18 months instead of 24)


Placing second, digital experience for mobile quoting & buying in Forrester’s 2015 US Mobile Auto Insurance Functionality Benchmark



Diego Diaz