A fast-growing insure-tech startup, Salty, partnered with Flipeleven at the beginning of 2021 to polish their brand online in order to position their proprietary software-as-a-service embedded insurance platform as the essential solution for a complex insurance process.


Refresh Salty’s website to match the brand’s style and meet digital best practices. Then provide a QA process ensure to ensure the site can keep up to speed with the company’s rapid growth.

Beginning with the goal of a pixel-perfect design, Flipeleven the worked to put in the place the supporting development structure and QA processes to ensure flawless execution. Online, this included getting back to best practice basics, like setting up a child-theme and centralizing css styling.  From there, we developed their divi theme with custom modules to seamlessly manage instances of their growing carrier list across the site, modal solutions for announcements and sleek lottie animations.

On the process side, we not only executed thorough device, browser and ADA testing — we documented everything into a fine-tuned checklist. For Salty, we launched an optimized website and a replicable process to keep it that way.

  • Mobile-first design & development approach

  • Site audit & address issues

  • Develop & Run QA Process

  • Integrate CRM

  • Train internal teams

  • Measure, report, and improve

  • Plan Future Sprints to Continually Expand Site


Building off the website, we developed custom tools for Salty including a Sales calculator for lead generation, a license-by-state training tool and resource-driven blog section.

  • Customer Relations Management CRM

  • Lead Generation Sales Calculator

  • Custom Divi Development

  • Dynamic Website Content

  • Development Sprints


Augmenting their technology with our own to create quick communication channels for easy project management and streamlined workflow.



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Results: Salty was purchased by dealer industry leader CDK in September of 2021. Their solution is now embedded at the flip of switch in thousands of dealerships nationwide.