Case Studies

SortSpoke

SortSpoke is a leading AI-powered data extraction platform helping P&C insurance carriers and MGAs streamline underwriting and submission processes.

What We Did:
Design
Development
Growth Strategy
Magnetic Messaging

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Project Overview

SortSpoke partnered with Lean Labs to revamp their messaging and conversion strategy, transforming how they connect with insurance carriers and MGAs online.

The challenge? Their web traffic was solid, but conversions were lagging. Their ICP had shifted, but their website didn’t reflect it. They needed to rethink their messaging, user journeys, and website structure — fast.

Our mission: Align their online presence with their new value prop and give prospects the clarity and confidence to take the next step.

Here’s how we made it happen.

Introduction

SortSpoke helps insurance carriers and MGAs process submissions five times faster by combining AI with human expertise. But while the product kept improving, the website hadn’t kept up.

They’d figured out how to talk about what they do in person (especially with all the recent buzz around AI), but online, the story felt outdated. In short, people were visiting the site, but not taking the next step.

That’s when they brought in Lean Labs. SortSpoke needed our help to update the messaging, rethink the user experience, and build a website that actually spoke to the right people in the right way.

The Problem

SortSpoke was getting plenty of website traffic, but not enough of it was turning into leads.

The problem? Visitors didn’t fully understand what SortSpoke did or why it mattered.

The sales team had a clear story: AI works best when it supports underwriters, not replaces them. But that message wasn’t coming through online.

They needed a website that explained their value clearly and helped the right people take the next step. And they didn’t want a team that would just nod along during the website build process. Instead, they wanted a partner who could take charge, push back when needed, and keep things moving.

The Solution

Lean Labs partnered with SortSpoke to clarify their message and reimagine their website. Here’s what we did:

Repositioned their messaging to align with their current ICP and value prop
Built customer journeys that matched where visitors were in the buying process
Redesigned the site structure to remove friction and improve conversion paths
Led with clear opinions and strategic guidance, allowing SortSpoke to move quickly without sacrificing quality

The Results

Check back in 90 days for full results, but some preliminary changes SortSpoke has noticed so far include:

SortSpoke’s new site better reflects how they talk to prospects in person, making messaging more consistent across channels
Visitors now engage more meaningfully, navigating deeper and converting more confidently

“We wouldn’t be where we are today without the support from the Lean Labs team. They were responsive, opinionated, and fast. They didn’t just deliver a website — they gave us a foundation we can build on.”