Benevolent Trust Lab

If you believe that trust is a central design feature and not simply a slogan, welcome.

At the Benevolent Trust Lab, we work with insurtech vendors to re-imagine how they market, sell, and implement their technology, and themselves, by positioning trust as a central brand principle.

We call the process Trust-By-Design.

We believe trust is built one interaction at a time, and the Lab is where those moments are intentionally engineered, not left to chance.

That can mean reshaping ROI narratives, tightening implementation promises to match lived experience, clarifying pricing, or changing how roadmap conversations are delivered.

Why Now

As we learned in the Benevolent Insurtech Trust Index, there’s a trust gap in insurtech. Vendor promises of ROI, efficiency, and transformation are too often disconnected from the broker experience.

The result is increased skepticism: longer sales cycles, more pushback, and “dark social” conversations where past disappointments quietly shape future buying decisions.

Interested in Joining the Lab?

If you’re an insurtech founder, or run marketing at an insurtech, and are looking to change how you go-to-market, let’s talk.

Who Runs the Benevolent Trust Lab

Steve Pieroway. Steve is a former insurtech executive at Policy Works, having led the marketing, sales, and service teams. He also served as a member of the executive team until Policy Works’ sale to Applied Systems in 2019.

While at Policy Works, Steve helped drive recurring revenue, created the Commercial Management System category, launched the Broker Appreciation Week T-Shirt campaign and the Policy Works Ninja Awards.

Prior to joining Policy Works, Steve published a thesis titled, “An Identification Based Relationship Marketing Model“, showing how social identity theory created stronger feelings of trust, commitment and satisfaction in customers.

Steve prefers to play at the edges, so if you’re looking for “safe” we may not be the best fit.

You can subscribe to his Substack here.