Meet Brolly, The UK Insurtech Startup "Fundamentally Changing" Insurance Using AI

Brolly may have only graduated from incubator Entrepreneur First in September, but this startup already has ambitious plans to give customers a single place to view, manage and buy insurance from their mobile. To really shake up an industry rife with inertia and outdated products Phoebe Hugh, cofounder and CEO at Brolly, aims to go back to the days where your insurance broker knew what you needed and helped you to manage an insurance portfolio, before the days of price comparison sites and online portals. Instead of connecting you with a human broker though, Brolly uses artificial intelligence (AI) and machine learning. Hugh, a psychology graduate from the University of Manchester, left her job at insurance giant Aviva in March 2015 and enrolled in the prestigious Entrepreneur First programme, joining the sixth cohort a year later in March 2016. She had become jaded by an industry that only ever seemed to "unlock a whole host of frustrations" in customers, and which had not yet produced a successful new consumer brand or startup focusing on doing things differently.