Is it better to target a smaller niche?

Originally we were looking at starting with goods and transit insurance, and then really focusing on everything an eCommerce business needs. Not all small businesses, but looking at things like employers insurance, product liability insurance.

We had a whole suite of products designed for these eCommerce businesses. And we decided one day after a series of different conversations with very experienced people in the insurance industry who really counselled us: “Just focus on goods and transit insurance with one product. And that will enable you to expand up the value chain and also expand internationally much more easily than to be doing lots of different insurance products.” As soon as we made that change - it didn't feel like a huge change at the time because effectively it was what we were doing at the moment, but it was in fact narrowing down what we were planning to do in the future - but that suddenly helped people to see our vision and how that would all come together and how we'd actually be able to scale our business much more easily.