insurewhy Updated 22 October 2026

Six quarters. Six questions.

insurewhy checks a UK driver's car insurance renewal against the market. This is the order we are building it in, and what each stage has to prove before the next one starts.

Focus
Car insurance only
Waitlist
1,000+ drivers
Now
Building the check
Horizon
Q4 2026 to Q1 2028

Where we are today

What works, what we are building, and what does not exist yet. We keep the third list honest.

Built and running

Shipped

  • Accounts and onboardingSign up, vehicle and address steps.
  • Vehicle lookupType a registration, see your car from DVLA records.
  • Postcode searchAddress lookup in the onboarding journey.
  • Waitlist1,000+ drivers, from surveys, events and meetups.
In development

Building now

  • The renewal checkYour renewal set against the market, each statement labelled.
  • Renewal uploadThe input the check runs on.
  • MeasurementSo every claim we make about the product has numbers behind it.
Not built yet

Later in the plan

  • Premium historyQ2 2027
  • Paid deeper analysisTested in Q1 2027, live in Q3 2027
  • Comparison and referralsQ3 2027, if the FCA's view allows
Shipped so far landing page · app and API · waitlist opens · brand system

One question for each quarter

A stage opens when the one before it has answered its question. Dates move if the evidence says they should.

  1. Q4 2026Now

    Does the check work?

    Build the renewal check end to end.
  2. Q1 2027

    Do drivers understand it?

    Alpha with 100 waitlist drivers.
  3. Q2 2027

    Do they come back?

    Beta opens, premium history, invites.
  4. Q3 2027

    Will they pay?

    Public launch, paid tier, referrals.
  5. Q4 2027

    Will a partner work with us?

    One broker pilot.
  6. Q1 2028

    Do they return a year later?

    Second renewals, repeatable channel.

Quarter by quarter

For each stage: what ships, what it has to prove, and what we do if it falls short. Numbers are tests we set ourselves, not forecasts.

Q4 2026

In development

Does the check work?

Now

Ships

  • The renewal check, end to endYour renewal, the market, and each statement labelled: what we know, market context, or a potential driver.
  • The app, deployedThe signed-in journey running on its own address.
  • MeasurementAnalytics from the first session, so we can report what happened.
  • Private testingThe founders and a few trusted contacts, on real renewals.

Proves

The check runs on a real renewal from start to finish, and a statement it makes can be traced to a source.

If it falls short

We fix the check before anyone outside the team sees it. The alpha waits.

MilestoneCheck v1 working on real renewals

Q1 2027

Alpha with 100 drivers

Do drivers understand it?

Planned

Ships

  • The rest of the buildConfidence and limits shown on every statement.
  • A closed alpha100 drivers from the waitlist, using the check on their own renewal.
  • Feedback built inCapture at the moment a driver reads the result.
  • A price testWhether a deeper analysis is worth paying for, tested inside the alpha.

Proves

A driver can say, in their own words, why their price changed. We also learn how many upload a renewal, and whether anyone pays for more detail.

Bar for understanding: 4 in 5 drivers. Bar for paying: 1 in 10.

If it falls short

Below the bar on understanding, we rework the check before widening. Well below on paying, we rethink the paid tier.

MilestoneAlpha results ready to share · pre-seed conversations open · FCA view requested

Q2 2027

Beta opens

Do they come back?

Planned

Ships

  • Premium historyYour price year on year, kept in one place.
  • Renewal remindersA reason to return before the next renewal arrives.
  • Invite a friendDrivers sharing a check with someone facing the same question.
  • Waitlist opened in wavesMore drivers each wave, with measurement at every step.

Proves

Drivers return between renewals and bring others with them. Insurance renews once a year, so repeat use is the hardest thing to prove and the one we start measuring first.

If it falls short

If return visits stay low, we move from annual use to event-driven use: a price rise, a claim, a change of address.

MilestonePartner conversations begin · pre-seed closes (target)

Q3 2027

Open up and earn

Will they pay?

Planned

Ships

  • Public launchOpen to any UK driver, beyond the waitlist.
  • The paid tierDeeper analysis, priced from what the alpha taught us.
  • Comparison and referralsCover and excess compared, not only price. Built only if the FCA's view allows it.
  • An accuracy auditThe check measured against real outcomes, published in plain terms.

Proves

People pay for understanding, and a partner exists who wants drivers who understand their price.

Our rule for referrals: any fee is shown on screen and never changes what the check says.

If it falls short

If the FCA's view is late, comparison and referral fees move to Q4. The pilot does not depend on them.

MilestoneSigned letter of intent from one broker

Q4 2027

One partner pilot

Will a partner work with us?

Planned

Ships

  • Pilot integrationOne broker, one defined group of drivers.
  • Partner reportingLeads sent, leads converted, in the partner's own terms.

Proves

A partner channel works at least once. We measure cost per lead, conversion, and revenue per referral.

If it falls short

If conversion is poor, we change the partner type before scaling. We do not scale a pilot that is failing.

MilestonePilot results with real conversion numbers

Q1 2028

Deepen car insurance

Do they return a year later?

Planned

Ships

  • Second renewalsDrivers from the 2027 alpha reach their next renewal. Renewal dates are spread through the year, so this is a partial first cohort.
  • A repeatable partner channelThe same partner at larger volume, or a second partner, on reusable terms.
  • Depth in car insuranceMore vehicle types, named drivers, mid-term events such as a claim or a move.

Proves

Demand: drivers come back for a second renewal. Distribution: a new partner can be added in weeks, with known cost per lead.

If it falls short

Weak return rates move us to event-driven use. A pilot that does not convert means a different partner type, not a bigger pilot.

MilestoneSeed conversations, built on retention and channel evidence

The tracks running underneath

Product is one thread. Regulation, partners and funding have their own timing, and each has to be ready when the product needs it.

TrackQ4 2026Q1 2027Q2 2027Q3 2027Q4 2027Q1 2028
Who can use itFounders and trusted contacts100 waitlist driversWaitlist, in wavesAny UK driverPilot partner's driversPartners and public
RegulationScope what we doAsk for an FCA viewAct on the viewComparison and referrals, if allowedPilot complianceOngoing
PartnersNoneNoneConversations beginLetter of intentPilotRepeatable channel
FundingNonePre-seed conversationsPre-seed closes (target)NoneNoneSeed conversations

How we plan

Three rules we hold ourselves to.

Car insurance only, until it works

Home, pet and travel cover have the same hard-to-read renewal. We will not touch them until car insurance has answered all six questions.

Each quarter answers one question

Every stage is designed to remove one specific risk. If we cannot name the risk, the work does not belong in the quarter.

Gates, not promises

Each stage says what we do if it falls short. A plan with no failure case is a wish.

The plan changes when the evidence does.

We will update this page as each question gets its answer. To be among the first drivers to run a renewal check, join the waitlist.

Join the waitlist