Reimagining Motor Insurance with Technology and Trust
Our story
Button was founded to tackle three major challenges in UK motor insurance: affordability, fairness, and community impact. Traditional models often penalise safe drivers while failing to prevent accidents or support local communities. Button combines telematics, data science, and city-by-city rollout strategies to create a smarter, more responsible insurance model.
Our mission is simple: reward safer drivers, reduce claims costs, and use technology to make roads safer for everyone. By partnering with local authorities and repair networks, we are building an insurance model that benefits drivers, neighbourhoods, and the environment.
B Corp & Impact
Button is pursuing B Corp certification to embed social and environmental responsibility into all business decisions. Customers can convert safe-driving rewards into carbon credits or support local community initiatives, from road safety campaigns to sustainability projects.
Our ESG approach ensures measurable impact: safer roads, lower emissions, and stronger local economies. Every policy contributes to a wider purpose — turning responsible driving into real-world benefits for people and places.
Leadership & Board
Button's leadership combines deep insurance expertise with data-driven innovation and strong governance.
Yvette Percival
CEO
Yvette Percival previously co-founded and served as Chief Operating Officer for a motor insurance startup, leading strategy, operations, fundraising, and regulatory delivery.
With investment banking experience at Morgan Stanley, Deutsche Bank, and Goldman Sachs, alongside leadership in executive search, Yvette blends strategic insight with operational excellence to scale Button nationally.
Stephen Dunn
Chief Underwriting Officer
Stephen Dunn brings 30 years of insurance expertise spanning pricing, risk, and data analytics. He has held leadership roles including Chief Underwriting Officer, Head of Innovation at LV= General Insurance, and Head of Broker Motor Pricing.
Stephen's experience across Zurich, Highway Insurance, and Lloyd's syndicates underpins Button's behaviour-led underwriting and data-driven risk management.
David Coupe
Chairman & Legal Advisor
David Coupe is an international insurance lawyer with over 40 years of experience. He has supported more than 80 MGA startups and co-founded the Managing General Agents Association (MGAA), where he remains a board member and chairs the Legal and Compliance Committee.
His strategic counsel fosters innovation while ensuring regulatory robustness, making him a trusted authority across the insurance sector.
Scott Thomson
Technology Adviser
Scott Thomson has over 25 years of insurance expertise, working with UK tier 1 insurers including Admiral, AVIVA, Esure, and LV=. He held senior risk roles at EXL Services, PwC, and Deloitte, providing analytical consultancy and strategic risk advice.
Scott has supported Palantir Technologies in developing operational AI agents for pricing and claims, and provided domain expertise to FintechOS to modernise legacy systems and reduce operational costs.
Andrew Lowe
Adviser
Andrew is EMEA Head of Business Development for Technology at Bank of America. Senior Adviser to Button Board.