Case study · Sixfold

Making AI underwriting watchable

Sixfold builds AI for insurance underwriting and sells it to people who underwrite for a living: analytical, short on time and hard to impress. Since August 2024 we have run their video program. Every video is measured once it goes out, and the next script is rewritten from what the numbers say.

Client: Sixfold, New York
Since: August 2024
Engagement: Quarterly video program
What we do: Script, direction, edit, motion, reporting

ResultsAttention, measured video by video.

78%Average watch time on the Series B film14 of its 18 seconds, the most efficient piece of the year

63.6hOf watch time across 18 videosApril 2025 to April 2026, with zero paid spend

24.9KVideo views on Sixfold’s pageJanuary to September 2026, 18.3K of them organic

1 in 3Reposts came from videoWhile video was 1 in 5 posts

Over the same nine months the page added 2,066 followers (+24%) and 44.9K page views, a daily pace 50% higher than the last quarter of 2025. Video is one of several things on the page.

The challengeA product that does complex work, for an audience that checks the math.

Sixfold’s AI reads submissions, guidelines and loss runs, and recommends what an underwriter should do next.

A vague claim
A cartoon metaphor
A hype line

Gone in the first few secondsThe people Sixfold sells to make risk decisions for a living.

Same morning

A launch is a dateThe press release, the LinkedIn post and the product page all go out together. A video that arrives the day after is a video nobody sees.

Any source

Still has to feel premiumProduct footage usually starts as a screen recording, and interviews are often recorded remotely. The final piece has to feel premium whatever it was built from.

The approachFour decisions that turned videos into a program.

A format for every job

Launch films carry reach and get shared. Product clips show the work. Customer interviews let the customer talk. Founder videos sound like a person, not a brochure. One brand system across all of them, each judged on the job it does.

Built for the first 15 seconds

The median viewer stays about 16 seconds, so the point lands in the first fifteen. Every long piece ships with a cut of 60 seconds or less, and the first line is a number, a name or a claim, never a warm-up.

Direction before the edit

Sixfold sends the context and the goal. We write the script with every visual described, add a storyboard when the timeline allows, and hold a planning call before each launch. By the time the edit starts, everyone has already reacted to the idea.

Measure, then rewrite

Every quarter we report what each video did: views, completion, reposts, who watched. Then we change the next brief. The reports are where the next quarter’s scripts come from.

What the data saidPeople-led videos hold almost twice the attention of product-only clips.

Median view rate by format, Sixfold company page, January to September 2026

People spotlights63%

Customer voices48%

Event promos42%

Launch films38%

Product clips34%

POV and thought leadership33%

Dashed line: median across all 23 videos (38%). Two to six videos per format, so read it as direction. Our answer was not fewer product videos. It was a person in front of the product.

Selected workThree pieces, three jobs, three numbers.

Launch film · Jan 2026

$30M Series B

18 seconds that open on the number itself, finished before attention drops.

78% average watch time

Launch film · Jun 2026

AI Underwriter

The capability in the first line, then the product doing the work.

77% of impressions became views

People spotlight · Aug 2026

Meet Maggie

Built around why a 10-year underwriter joined, not around features.

83% view rate, best of the year

Two years inWhat the data taught us.

58% to 14%

Length is the strongest predictor of attention.Completion fell from 58% under 30 seconds to 14% over 1:45. Long videos still earn their place on the website and in sales, but on LinkedIn the message has to land before the drop.

63% vs 34%

Faces hold, features don’t.The fix is not fewer product videos. It is a person in front of the product. Median view rate: people spotlights 63%, product clips 34%.

2.6%

Named customers are the best paid creative.Customer stories naming real carriers reached 1.9% and 2.6% click-through, against a usual 0.4 to 0.6% for sponsored content on LinkedIn.

29 s

Content about the buyer’s job reaches the buyer.Leeann Hansen’s interview, a 29-second cut that opens on her strongest line, is the piece whose top viewer was an underwriter.

How it grewFrom production partner to video program.

Sixfold started with launches and customer interviews. Sixteen months in, it renewed the work as a quarterly program, and every quarter’s report now writes the next brief.

Aug 2024First launches and customer interviews
2025Launch films, founder videos, a customer series
Dec 2025Renewed as a quarterly video program, delivering 6 to 10 videos per quarter
Apr 2026First 12-month review: shorter cuts become standard
Jun to Sep 2026Three launch films in four months. 34 videos delivered since August 2025