The British unicorn transforming insurance through AI

Tractable

Strategy and design for a leading AI company

Tractable is one of those companies shaping the future of its industry. With its technology, it leads the application of AI in damage assessment for sectors such as insurance, automotive and fleet management, and has established itself as one of Europe’s most promising tech unicorns. To accompany this revolution, its digital presence needed to be at the same level.

At Calmo, we share with them a similar way of seeing the world: clarity, precision and innovation. That’s why we designed a fully custom website focused on real users — one that not only explains complex technology, but turns every interaction into an experience that is clear, efficient and scalable.

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Cliente

Tractable

Services

Web design

Web development

A structure that translates technology into solutions

One of the key priorities of the project was reorganising the information architecture so it aligned with their current business model. Tractable has powerful technology, but communicating it effectively required bringing order to its digital structure.

We created a new architecture based on the navigation flow of their main audiences: insurers, repairers, fleet managers and recyclers. We designed an intuitive menu with quick access points, filters and industry-based navigation, allowing any user to find what they need in seconds.

This structural work became fundamental to the design itself, guiding users more fluidly with fewer clicks and greater clarity — improving the overall performance of the website.

Design that makes artificial intelligence tangible

How do you design something you can’t see? Artificial intelligence has no physical form, yet its results are very real. Representing it visually therefore became one of the central challenges of the project.

We opted for a clean, modern and accessible aesthetic. Conceptual imagery, renders and visual compositions were incorporated to illustrate what their AI technology is capable of.

During development, we also integrated micro-interactions, animations and hover effects that accompany navigation and enrich the overall user experience.

Another key aspect of the website was pairing text content with product demo videos that visually explain how their technology works. We also introduced a case studies section to reinforce credibility, showcasing how the technology solves real problems in real time with real data.

A solid foundation to scale with autonomy

The objective was never purely aesthetic. Tractable needed a website capable of growing with them, without relying on external support to publish or update content.

For this reason, we developed a custom WordPress solution that allows their team to implement their digital strategy autonomously: creating new pages, launching campaigns, publishing blog articles or improving internal SEO.

All of this can now be done without technical friction. Their team has full control of the platform — ready to evolve as the company continues to grow.

Smart migration to preserve search visibility

Beyond strategy, structure and visual design, we carefully managed every technical detail to ensure the performance of the new website.

We conducted an initial SEO analysis of the previous site, identifying the best-performing content and migrating each page with strategic redirects to maintain search visibility. This early follow-up was essential to ensure that the new architecture preserved — and even strengthened — the authority the website had already built.

Thanks to this approach, the new site has increased its organic traffic by x % since launch.

A website designed to evolve with the business

More than a visual or technical redesign, Tractable’s new website is a tool aligned with their vision: communicating more clearly, growing with autonomy and showing the world the real impact of their technology.

Today, their team can launch campaigns, share news, publish content or activate new sections without friction. Most importantly, they now have a structure designed to grow, adapt and evolve at the same pace as their business.

Sometimes a good redesign doesn’t just change how a website looks — it changes how everything behind it works.