From PowerPoint to P&L: Anton's path from BCG to building Insify's flagship product

But what happens when the allure of creating PowerPoint decks fades, and the desire for tangible, hands-on impact takes over? When you want to own a P&L, not just pitch another proposal?

We sat down with Anton Lunshof, who spent a decade at BCG before joining Insify as a Product Manager, now Product Director. He shares his journey from advising on strategy to building a product from the ground up that became one of the most important growth drivers of the company. 

The crossroads: why leave a decade in consulting?

"In consulting, I loved the initial challenge," Anton explains. "You get to be a pure problem-solver, breaking down complex issues with logic and data. The variety is incredible, and you work with some of the brightest people you'll ever meet."

However, as his career progressed, the nature of the role began to shift away from the hands-on work he enjoyed. Beyond the narrowing career path, there was a growing frustration with the ultimate impact of the work.

"You work on these incredibly important problems, but quite a few times, the recommendations aren't picked up," he recalls. "You come up with great ideas, but they get stuck in the corporate web of a large organisation that isn't able to move quickly. I started to crave a more direct link between my work and the outcome."

This desire led him to look for a place where he could close the gap between insight and implementation. "Consulting sharpens your thinking," he says. "But it distances you from execution. I came to Insify to close that gap.”

From zero to one: building a game-changing product

Anton joined Insify at a pivotal moment. The company had run a test by building a digital wrapper around a legacy insurance product to see if there was sizable demand for online Disability Insurance.

There was. The initial version proved the concept, but we quickly saw an opportunity to go far beyond the market standard and build the experience customers truly deserved. That mandate fell to someone who, despite having never built an insurance product before, knew how to cut through complexity and move fast."

“What I brought wasn’t a background in insurance product management,” says Anton. “It was a background in making smart trade-offs and moving forward despite incomplete information.”

In his first week, the project kicked off. “I had full scope: from product development to pricing, UX to operations. It was the end-to-end ownership I was looking for. For several months, I worked with a small team across tech, insurance, and design to ship a product that felt obvious in hindsight: fair pricing, modern onboarding, and transparent coverage."

When it launched in Q4 2022, daily signups tripled overnight. What started as a side business for Insify quickly became one of its most important growth drivers.

Why It Worked

The product resonates for three simple reasons:

• Affordability without overengineering. “We don’t try to sell the most coverage and all kinds of fancy options. We sell the coverage customers need, so they weren’t overpaying for their safety net.”

• Digital experience by default. “Our users run their entire business online. They expect to buy insurance the same way.”

• Smarter underwriting. “We’re pushing beyond blunt risk filters. Personal risk deserves personal nuance.”

The next frontier: from conversion to claims

Now, the focus is evolving. The foundation is solid, but the most exciting challenges lie ahead. The first is transforming the claims experience.

"The claims moment is the moment of truth. That’s where trust is built, or lost," Anton states. The mission is to transform claims from a transactional process into an active support system, with injury-specific guidance and return-to-work planning. "We want to help people recover, not just process payouts.”

The second, larger mission is to fix what's fundamentally broken in the industry: inclusion.

“Traditional disability insurance products are very 'exclusive'. Only one in two applicants is able to obtain coverage across the industry," Anton notes. "We see that applicants are rejected not because they are truly uninsurable, but because risk models are not sophisticated enough. We need to move beyond black-and-white underwriting logic. Having a history of mental health conditions, chronic conditions, or temporary stress shouldn’t directly disqualify someone from coverage.”

The vision is clear: an underwriting model that understands real people, rather than one that only understands people who are in perfect health.

Strategy meets execution

For consultants considering a similar move, Anton’s story is a powerful example of the transition from advising organisations to building within one. From making decks to making decisions. From questioning assumptions to shipping alternatives.

"I was worried I'd miss working with the incredibly talented people you find in consulting," he admits. "That fear was unfounded. The people here are truly great at their jobs and deeply passionate about what they do. The real difference is the freedom you're given."

"In consulting, there's a tendency to check everything with a manager. Here, there’s no time for that: you have to trust your guts. Insify is an environment where you have the freedom to make your own decisions, own the risks, and see the direct results."

At Insify, the product isn’t downstream of strategy. It is a strategy.

And we’re hiring people who want to shape it.