What it found
The product is not named where it is sold.
The headline finding is a word, and it is measurable. Above the fold on a 1440×900 screen, the home page at v1.20.1 said:
| Word, above the fold | Times |
| policy / policies | 6 |
| insure / insurable / insurability | 3 |
| underwriters | 1 |
| a price (£5) | 1 |
| Agent Behaviour Policy | 0 |
| ABP | 0 |
The words Agent Behaviour Policy first appeared at character 5,387 of 9,270 — 58% of the way down the page. Two of the five read “Buy one, from £5” as buying an insurance policy for five pounds. The insurance broker held that reading for four screens; the founder resolved it by accident, from the caption of the third button.
- The hero card made it worse. It was captioned A REAL POLICY · TEMPLATE, directly beside a headline about being insurable — the phrase most likely to be read as an insurance policy, on the one caption with room to say the product’s name instead.
- The page led with the rung that does not exist. The audience cards began at 2,823px on a desktop and 4,947px on a phone — the fourth and sixth screenful. Every reader who was one of the three named audiences scrolled past two full screens of insurance argument before the page addressed them.
- Two sales were blocked by something that is not a price. The founder would have paid £500 from his phone: no page states how long any level takes. The head of engineering would have paid £1,500 the same day against a deal worth more than her runway: the payment rails are not built, and the site says so.
- The investor’s content is on the conference page. It exists and it is good, and a partner arriving outside conference season finds his own content filed under an event he is not attending.
And what worked, named unprompted by more than one reader: the connector-scope quotes with their sources and dates, the admissions this site keeps making against itself, and the four-number card — which was the only thing on the first screen that kept the engineer reading. “Nobody oversells and then volunteers that.”