Simply Business came to the U.S. with a different model—a marketplace of insurers in a category dominated by direct brokers—and needed to prove it could break through. We didn’t go national out of the gate. We built a local market test-and-learn approach to validate demand, pressure-test channels, and understand performance by region, starting with a simple attribution model to move fast and make decisions. The signal came quickly: strong acquisition, efficient CPAs, and clear resonance with small business owners looking for simplicity and choice. That assurance fueled a national rollout, while measurement evolved into a fully deployed MMM to validate, inform, and optimize investment at scale. What started as a cautious entry became proof that a new model can disrupt—and scale—in a legacy category.