Re-imagining the Broker-First Insurance Platform

TowerIQ is a Boston, MA based startup focused on creating a SAAS platform that provides robust communication, data insights, and exposure gathering for the commercial insurance industry. The software replaces outdated, inconsistent communication and application methodologies with a simplified interface and centralized data-collection system to improve agent and broker efficiency, as well as policyholder satisfaction.

I was an acting long-term freelance design partner (2017 - 2018) with co-founders Adam Demos and Dan Hurwitz. I participated in design tasks including:

Design Research
Logo Design
Art Direction
Visual & UX Design
Product Design
Adaptive Mobile Design
Marketing Websites
Investor Pitch Deck


Currently, the commercial insurance market is opaque. Collecting, organizing and managing actionable data remains an impossible undertaking for brokers and carriers alike. Large institutional brokerages struggle to provide the expected client experience due to legacy systems that are disaggregated and cumbersome. These systems drain valuable time and capital that should be allocated to revenue growth.

The goal of TowerIQ is to seamlessly bring insurance clients from application to binding by augmenting broker expertise with a low touch technology platform that distributes ingestible data directly to carriers. This frees brokers and agents to focus their efforts on solving the business challenges facing their clients, allowing them and their firms to win more business and improve client retention.

My Role

TowerIQ was looking for help with different design aspects of the product and their brand. Eventually, I became their design partner for 2018. When necessary, I would help with nearly any kind of design tasks, like the creation of UX and UI for the web user interface, marketing website, press materials, white papers, and investor pitch decks.

One of the main challenges was the ongoing development of the project. Many advisors were involved, so it was essential to maintain a consistent product design. An advantage of design partnership is the ability to preserve visuals, brand, and product design consistent and high-quality at each phase of the project.


July 2018 TowerIQ raised $2M in seed funding. The round was led by Hyperplane Venture Capital, and included additional investments from Vestigo Ventures and Clocktower Ventures.

Alongside the fundraise, the company also announced the hiring of former Plastiq CTO, Michail Medvinsky. Michail brings deep enterprise technology experience, having previously been VP of Software Development at Fidelity and Senior Technologist at MineralTree. The addition of Michail will allow TowerIQ to accelerate machine learning applications, advanced analytics and business intelligence products designed specifically for the insurance industry.

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