Whitespace electronic placing platform

UX is driving digital transformation

in commercial insurance, with Whitespace Software’s insurtech innovation

Whitespace’s native iOS user experience design (UX), here on iPad, is playing a central role in driving growth for InsurTech Whitespace software

Our solution

We created mobile-first digital experiences that are simple for users of different skills and require little or no training. UX enables adoption of software. Brokers and underwriters from different age groups (24–65) can jump on the Whitespace apps to quote and bind insurance contracts (MRCs) that are structured data. iPads simply replace stacks of paper but don’t get in the way of valuable face to face negotiations for which the Lloyd’s of London is famous for.

The problem

Lack of progress on modernisation has been deeply concerning for the largest commercial insurance market in the world. The London Market engages 52,000 interconnected risk professionals but as costs rise and profits fall there is an urgent need for digital transformation. Despite the efforts of Lloyd’s of London, adoption of electronic placing platforms (PPL) has proven slow-paced.


The innovative technology developed by Whitespace Software converts contracts into structured data on the cloud and facilitates secure negotiations across devices and locations.

UX quickly became a strategic priority for Whitespace who saw it as fundamental for user adoption and growth generation.

Digital transformation is a top priority for the Lloyd’s of London and London Market.

Digital transformation is a top priority for the Lloyd’s of London and London Market.


Our Process

Understand and solve with design thinking


Since 2015 we have been supporting the business and engineering teams at Whitespace Software to design different ideas for potential commercial insurance products. Defining correctly the problem a product is trying to solve is critical to success. Observing negotiations at the Lloyd’s of London building helped us understand the processes and interview insurance professionals.

Usability testing at Ascot Underwriting Office

Usability testing at Ascot Underwriting Office

The proof of concept was then tested with users from a consortium of insurance companies including AXA XL, Ascot Underwriting, Munich Re. With usability testing, we captured any shortcomings, identified user pain points and iterated fast to improve the product’s UX. Design thinking brought solutions that address the user problems but deliver business outcomes such as efficiency, speed and data capture.

It’s really Impressive, It blows existing tech out of the water. Pretty good the way it’s laid out, the importance you put on usability, and clearly it’s well thought through.
— Jonathan, AXA XL Underwriter
Whitespace placing platform, MRC line-by-line comparison view. A feature that saves time and repetition.

Whitespace placing platform, MRC line-by-line comparison view. A feature that saves time and repetition.



UX becomes a growth driver

Insurtech innovation is imminent at Lloyd’s of London, home of commercial insurance

In August 2019, Brett Hanrahan of AXA XL a division of AXA, put down the first ever stamp on a Whitespace-placed risk. We are excited to see over 50 insurance carrier and broker firms begin using the Whitespace platform to digitally transform their global operations. Firms include AXA XL a division of AXA, MS Amlin, Beazley, Price Forbes and many more.

The brokers and underwriters are fascinated by the ease of use and data capabilities of Whitespace and recommended the platform to colleagues in the market, something that accelerated Whitespace’s organic growth. Product’s user experience has been a strategic priority for the company from day one and “fundamental to the demand they create” in the words of Marcus Broome, chief platform officer.

One of the early customers, Price Forbes cited:

An end-to-end and fully digital client engagement is critical to our future success. Whitespace will enable us to work with the latest technology, providing a better experience for our clients, our markets and our people.
— James Masterton, CEO Price Forbes

Whitespace Placing Platform is shortlisted in Oxbow Partners reports of the most promising InsurTech solutions:

“With the focus on e-trading in the Lloyd’s and London Market, Whitespace could be in the right place at the right time.


Are you interested in developing a Proof of Concept or digital product in the insurance space? Contact us office@2xUX.com

Updated 19-09-2019