Coalition Inc. · 2021 – 2022

Coalition: Website System for Scale

I helped redesign Coalition's public website during its Series D / $5B valuation moment, translating a fast-growing company's market position into a more credible, consistent public presence across key marketing pages.

The image featured at the top of the about us page #1

The image featured at the top of the about us page #2

Business context

Coalition is a cyber insurance company. By 2021 it had grown rapidly — reporting 400% growth and $650M in run-rate gross written premium — and was approaching a Series D raise and $5B valuation milestone. (Reuters, 2022; Forbes Fintech 50, 2022)

Coalition was not just growing — it was absorbing Attune at the same time. That made the website redesign more than a visual refresh. The public brand had to feel mature, unified, and credible while the company was expanding through acquisition.

The website was one of the company's most visible external signals for investors, prospects, and recruits during the raise.

In the press

Coalition's public profile was rising during this period — press around the Attune acquisition, Fintech 50 recognition, and later a $5B valuation. These references are not outcome metrics for the design work. They show the level of visibility the website needed to support.

Forbes 2022: Fintech 50 Recognition

Reuters 2022: Coalition Valued at $5 Billion

Before: what was broken

Coalition's business had outgrown its public website. The company was entering a high-visibility growth moment, but the site still communicated an earlier-stage company: fragmented pages, inconsistent visual patterns, and unclear hierarchy across key marketing surfaces. The overall impression didn't match Coalition's standing as a major player in the cyber insurance market.

There was no shared visual foundation strong enough to support the Series D moment.

Pre-redesign product surfaces.

The Website Redesign

The redesign was not about making the site look newer. It was about closing the gap between Coalition's public presence and the company's actual market position.

A website at a Series D / $5B valuation moment is doing specific work: it needs to signal scale and trust to investors, clarity and credibility to enterprise prospects, and ambition to recruits. The design had to serve all three without collapsing into a generic enterprise site.

I treated the homepage less like a general marketing page and more like a credibility surface — prioritizing trust signals, clearer product entry points, and a more consistent page system that could extend across marketing surfaces.

The decisions that shaped the work:

Hierarchy

Reframed the homepage around credibility first, so visitors could understand Coalition's category, value, and maturity faster.

Navigation

Clarified entry points for prospects, partners, and recruits, reducing the feeling of a fragmented marketing site.

Reusable sections

Introduced repeatable page patterns for product proof, trust signals, and conversion moments, so future pages could feel consistent without starting from scratch.