A North American pet insurer · 2022–2026
A funnel that takes money, changed every week without breaking
A North American pet insurer sells through its site and quote funnel. Jesus spent four years on both, so each change could be measured, accessible and tested.
The situation
People find the insurer through its site, get a price in the quote funnel and buy there. Every change touches revenue, the company sells in more than one market, and insurance is regulated. It had to ship often without breaking the purchase path, losing its tracking or shutting anyone out.
What Jesus did
- Moved the marketing site from WordPress to headless Next.js, with acceptance tests on every migrated section.
- Ran experiments on the server, found and fixed exposure-logging defects that would have invalidated results.
- Rolled out GA4 and a consent platform on every domain, with the purchase event hardened and attribution kept intact.
- Fixed Core Web Vitals at the root: hero priority, a smaller payload, cache headers, hydration defects removed.
- Remediated accessibility to WCAG on the web and carried it into the native app.
- Wrote and maintained the Playwright suite in CI, with a test for every experiment variant.
How it held up
The funnel kept changing with that suite in front of it. This is also what a security questionnaire or a diligence review asks for: tests on the path that takes money, consent on every domain, analytics that count purchases properly.
Why the client isn't named
We name clients once they approve it. Until then we describe the work, not the company or its figures.
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