Bridger Insurance Sees 83% Lift in Roadside Attachment with Way+ Roadside
Bridger Insurance writes non-standard auto across CA, TX, and AZ through 1,500+ independent broker locations, serving the value-driven driver other carriers won’t touch. They retired their legacy roadside line and rolled out the Way+ Roadside membership program, built for the non-standard driver. Attachment increased, renewals followed, and NPS improved.
83% Lift in Attachment Rate
+20pts Roadside NPS
Live in Under 60 Days
Problem
Bridger’s legacy roadside line was dragging attachment, not because the product was weak, but because the category was.
Solution
Way+ Roadside replaced the coverage line with a membership program brokers were finally proud to sell.
Table of Contents
Problem
Bridger’s legacy roadside line was dragging attachment, not because the product was weak, but because the category was.
Solution
Way+ Roadside replaced the coverage line with a membership program brokers were finally proud to sell.
Industry
Auto Insurance (Non-Standard)
Company Size
Auto Insurance MGA
Location
Pleasanton, California
The Challenge: Legacy Roadside Was Killing Attachment
Non-standard carriers live and die on ancillary attachment. Yet most MGAs are still bolting on a legacy roadside coverage line, a commoditized add-on with a generic service brand, slow dispatch on the long tail of breakdowns, and a value story brokers can’t get behind at the point of sale.
Bridger’s prior roadside line hovered around industry-typical attachment, i.e., strong product, weak pull-through. The drag wasn’t the policy. It was the category.
Solution
Bridger replaced their roadside coverage line with the Way+ Roadside membership program. Same point-of-sale, same quote screen. No retraining agents.
Brokers now have a benefit story they’re proud to share – a modern service network that offers faster arrival times in Los Angeles, Houston, and Phoenix. This service focuses on giving members a great experience that encourages them to renew their membership rather than just providing a tow.
Key Takeaways
- Attachment rate jumped 83% with the same broker network, same book, same quoting flow
- Brokers had a benefit story they were finally proud to sell
- Faster ETAs across LA, Houston, and Phoenix improved the member experience
- No agent retraining was required; they dropped into existing point-of-sale flows
- Renewals and NPS both moved post-implementation
Why Bridger Insurance Chose Way
Bridger wanted more than a coverage swap; they needed a program brokers would actually sell.
- A benefit brokers actually want to pitch: Richer coverage, faster ETAs, real dispatch; not a checkbox. Attachment stops being a fight and becomes the default.
- Great roadside drives retention: Every solved breakdown is a renewal saved. Customers who use Way+ once renew at materially higher rates and roadside pays for itself in book persistency.
- Minimal IT lift: Drops into existing rating & bind flows. Most carriers go live in under 60 days.
"Roadside used to be a checkbox. Now it’s one of the reasons brokers stay with us — and one of the reasons our customers renew."
The Results
- Live tow truck tracking via the Way app
- Faster ETAs across LA, Houston, and Phoenix
- Uber ride reimbursement
- Fuel cashback and car wash discounts
- 24/7 customer support