Business insurance was broken; a slow, expensive, outdated system with horrible customer experience, that customers universally despised. And even though our product had revolutionized the entire insurance experience, as a new player in the industry, we knew we had to do something to get people’s attention.

To show how bold, different, and disruptive our new version of business insurance was, we decided to be the first company in the industry to come out and admit that our entire industry kinda sucks.

We created a fictional place called “Sucktown”; representing the old way of doing business insurance; a horrible, soul-sucking place full of fax machines, paperwork, and overpriced policies that sucked up all the time and money of small business owners. We then blew this entire world up and led an epic conga line of entrepreneurs out of the rubble to an optimistic new world of insurance that simply didn’t suck.