From the systems behind every policy to the brand in front of them
Bascule Underwriting insures horses, farms and ranches across the United States, and it is made for horse people. For eight years we have worked as one team with Bascule: first on the FileMaker systems behind every policy, then PolicyHub for its agents on the web, payments, the website, a brand and design system, and the reporting the business runs on.
- Client
- Bascule Underwriting
- Working together
- Eight years
- Pillars
- Systems, Marketing, Data and analytics
- Partnership
- 360
Eight years as one team with Bascule.
It started with FileMaker. Jordan, our CEO, built the relationship and the first systems, and FileMaker let us build fast for a specialist underwriter in an industry slow to change its technology. One system led to the next, until the work behind every quote, policy, claim and payment ran on systems we had built together.
Today the partnership runs across all three of our pillars: Systems, Marketing, and Data and analytics. An embedded team of ours works around Bascule, moving its systems to the web, taking its brand to market and building the reporting behind both, as part of one wider digital strategy.
The partnership in numbers
8
Years as one team
12
Systems, sites and tools built together
$70m
Payments a year the payment system was built to process
48
States Bascule writes business in, all on the same systems
How we work together now
Three pillars and one team, each building on the one before it.
- 01SystemsThe foundation
The systems behind every policy
PolicyHub for agents and Bascule's team, the payment portal, and the FileMaker systems the business still runs on, moving to the web one module at a time.
- 02MarketingThe growth
A brand made for horse people
The positioning, the voice, the brand and a design system that keeps every document, screen and post consistent, so Bascule's own team can make them too. The website, LinkedIn, magazines and events carry it.
- 03Data and analyticsThe loop
The numbers the business runs on
Qlik for commissions, payments, policies and prices state by state, reporting built into PolicyHub, and PostHog across the website, the internal apps and the agent portals.
The pains we set out to solve
Insurance is slow to change its technology, and a specialist underwriter carries real risk in its systems every day: every quote, policy, claim and payment has to be right. Bascule needed systems shaped around how equine and farm insurance actually works, and it needed them quickly.
As the business grew, the agents who sell Bascule needed a way in of their own, to quote, bind and manage policies without asking Bascule's team for every detail. And a brand made for horse people needed to look and sound the same everywhere, from a policy document to a magazine page, without every piece waiting on an agency.
What we set out to do together
Give agents and Bascule's team systems as dependable as the cover they sell: one place to quote, bind and manage policies, with the reporting the business needs built in, moved off FileMaker without stopping the business that runs on it.
Take Bascule's brand to market on both sides: to the agents who sell Bascule, and to the horse owners who should know the name when they talk to their agent.
How the work grew, one piece at a time.
From the foundations to growth, each step built on the last. Scroll to watch Bascule's estate come together.
Bascule's estate in three stages. Foundations: the FileMaker systems, the auditors' app and the design system. Connect: the payment portal, PolicyHub on the web, the agent tools and the CRM. Grow: the website, the brand, and the magazines and events that carry it. Beneath them, Qlik and PostHog measure all of it and feed back.
FileMaker, built fast
Jordan built the relationship and the first systems on FileMaker, which let us build quickly for a business that could not wait. One system became several, each built around a part of the work behind a policy.
An app for auditors, offline
Underwriters capture and annotate photographs, use location data and live weather, and produce professional audit reports, wherever the farm is.
Payments without the paperwork
A payment system built to process more than $70 million a year, and a portal where a policyholder finds an invoice and pays it in a few steps.
A website of Bascule's own
We took ownership of the website and built it in Webflow, connected to the systems behind it.
The turn: PolicyHub on the web
The FileMaker systems begin to move to the web, module by module, starting with PolicyHub: a portal of their own for agents, and a faster workspace for Bascule's team.
A brand made for horse people
The positioning, the tone of voice and a brand refresh, then a design system that keeps every touchpoint consistent. The website rebuilt in Next.js with a Supabase CMS, on the new brand.
The brand in market
Magazine partnerships and event sponsorships take the brand to agents and owners, LinkedIn every week, and HubSpot set up behind it all as the CRM.
Seeing all of it
Qlik as the engine for commissions, payments, policies and prices state by state; reporting inside PolicyHub; PostHog across the website, the internal apps and the agent portals, with feature flags to release each change safely.
- Bascule Underwriting · FileMaker
An offline app for auditors in the field
Underwriters capture and annotate photographs, use location data and live weather, and produce professional audit reports.
FileMakerOfflineMobile - Bascule Underwriting · AI and automation
An eligibility check agents run in a minute
An agent enters a horse's details and an AI check returns whether it fits Bascule's major medical cover, and why.
AINext.jsAgent tools - Bascule Underwriting · CRM
HubSpot set up around how an underwriter sells
HubSpot shaped as Bascule's CRM, for the agents it works with and the campaigns that reach them.
HubSpotCRM - The Canter Club · Websites
A membership site for an equestrian community
The Canter Club's site and members' area on Webflow and Memberstack: guides, discounts and a community for horse owners.
WebflowMemberstackMembership
What comes next
The work ahead, in the order it is planned.
- More of the FileMaker estate moved to the web, one module at a time
- The design system carried into every document, screen and agent tool
- Reporting brought together across Qlik and PolicyHub
- The brand taken further into the magazines and events agents and owners read and attend