I am a UX strategist and insurance domain expert with 20+ years of experience as a broker, advisor, and product reviewer. My work focuses on improving advisor‑facing digital tools, simplifying complex insurance workflows, and identifying friction points that impact both advisors and clients.

Beyond UX and insurance, I also support early‑stage founders and small businesses through strategic consulting — including business planning, marketing frameworks, fundraising strategies, and high‑clarity site maps that help teams structure their digital presence and product direction.

I specialize in:

• UX audits & heuristic evaluations
• Advisor workflow optimization
• Insurance onboarding journeys
• Behavioural insight & decision‑flow mapping
• Information architecture & content clarity
• Product iteration through user testing
• Startup product reviews & feature recommendations
• Business plans, marketing strategy frameworks & fundraising narratives
• Strategic site maps (structure & flow, not website development)

My unique strength: I understand insurance products, advisor pain points, compliance, and user behaviour at a level most UX designers cannot. This allows me to bridge the gap between product design, advisor needs, and business outcomes — whether in regulated financial environments or early‑stage product teams.

Confidentiality & Professionalism: I have worked with multiple financial institutions, investment firms, and fintech startups under strict NDAs. While I cannot disclose company names or proprietary details, I can share the methodologies, insights, and outcomes of my contributions. This discretion reflects my ability to work with sensitive data and enterprise‑level digital products.

Check out my portfolio.

I also write movie reviews :)