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One line is a transaction. Four lines is a relationship.
A household with motor, travel, home and health in one vault produces renewal events throughout the year rather than one annual moment — and surfaces cross-sell triggers a single-line relationship never sees.
Why the compounding matters
With one line, a partner gets one renewal conversation a year and no visibility of anything else. With four, the household is in contact several times a year, each contact anchored in a specific policy with a specific date, and each one an opportunity to close a named gap.
Revenue per household is the metric this drives. Policies per household is the leading indicator.
Sequencing
Motor brings the household in — it carries the driving behaviour data, the assistance trigger and the strongest renewal anchor. Travel is the lowest-friction second line. Home attaches most readily from a motor relationship. Health is the deepest relationship and the longest cycle, and is deliberately last.
Motor Pilot
The entry line. The vault reads the certificate and schedule for cover type, excesses, no-claims position, named drivers and renewal date. Driving behaviour attaches here, as does breakdown and crash assistance. Renewal is the single most predictable opportunity in the household, and the one most exposed to price-led switching — which is why owning the T-30 conversation matters more here than anywhere else.
Cross-sell into: home, through address and household composition. Travel, through journey patterns.
Travel In build
High frequency, low friction, strongly seasonal, and quick-quote native — the question set is short and much of it is already in the household record. Travel is often the household’s first purchase through the platform because the decision is small and the value is immediate.
Cross-sell into: health, through medical cover gaps identified on travel policies. Motor, through vehicle use abroad.
Home In build
The highest cross-sell attach rate from a motor relationship, because the address is known and the exposure is easy to identify. The vault typically finds underinsurance and exclusion gaps here more often than in any other line — contents sums insured that have not moved in years, and exclusions the household has never read.
Cross-sell into: health, through household composition. Motor, through vehicles at the address.
Health Planned
The deepest household relationship and the longest sales cycle, with the most regulatory sensitivity. Sequenced last deliberately. The vault reads cover levels, exclusions, waiting periods and limits, and the assessment focuses on gaps in family cover rather than price comparison.
Regulatory note: health distribution carries market-specific requirements that differ materially from general lines. The position per market is set out in the deployment agreement.
Start with motor. Model all four.
The business case is built on the household, not the line.