Cakeandarrow

Cake & Arrow works at the intersection of insurance and financial services, applying a human-centered design approach built over more than 20 years to digital products in this sector. Clients include insurance carriers, brokerages, investment and financial planning firms, and fintech innovators who bring the agency in to shape UX with direct consequences for buying, selling, and servicing policies and financial products.

Work is organized around research and insights, digital product design and development, and strategy and innovation. That translates into specific engagements: understanding the people a client serves and how to reach them, getting new products and services to market faster, optimizing and modernizing legacy experiences, developing a CX vision along with a plan to execute it, and designing tools for agents and employees alongside customer-facing digital experiences. Services span UX research, product design, usability testing, website and landing page design, design systems, information architecture, and prototyping.

Project examples reflect the industry focus. For VoxSmart Financial, the team applied interface design to make complex financial technology usable. For Main Street America Insurance, it designed a portal for independent insurance agents. For EY, the work involved standardizing the crypto tax filing experience for a new generation of investors. And for The Hanover Insurance Group, the engagement centered on assessing existing UX with attention to the people actually using it. Across these projects, the throughline is applying design specifically to the mechanics of insurance and financial services businesses rather than treating them as generic digital products.