As directors at Deliveroo, Sten Saar and Harry Franks struggled to onboard new delivery riders, who had to provide proof of an expensive annual insurance policy before their first interview. The solution was obvious: pay-as-you-go cover with low upfront fees. Within three and a half months, they found an insurer to back the idea, technical co-founder Stuart Kelly built a mobile app, and Zego had its first sale - a policy worth £2.30.