Jana Kejvalova

CEO of Suited, with 20 years’ experience in business insurance, focused on building flexible, digital insurance solutions for SMEs and self-employed professionals.

I started my career working with larger commercial clients across a range of sectors, including construction, professional services, and creative industries. That experience gave me a detailed understanding of how business risks arise in practice and how insurance policies are designed to respond to them.

Over the past 10 years, I’ve focused specifically on small business insurance. My work has centred on simplifying how cover is structured and delivered, with a particular focus on policy wordings, pricing structures, and risk considerations, and how these can be translated into clear, digital quote-and-buy journeys for small business customers.

Through this, I’ve seen first-hand that arranging insurance is often far more complex than it needs to be. Many products are built around internal processes rather than how small businesses actually operate.

I co-founded Suited to address this. Our aim is to make business insurance easier to understand, more transparent, and simpler to manage on an ongoing basis. That includes giving customers direct control over their cover, supported by clear documentation and flexible monthly subscriptions.

My approach is grounded in a practical understanding of how small businesses buy insurance today, combined with a detailed view of how policies are structured behind the scenes. I continue to work closely with insurers and technology teams to develop products and digital journeys that better reflect the needs of modern businesses.