About LAYBL
Built to make ownership visible.
We know what people buy. We do not know what they own.
01
Why LAYBL exists
Almost everything about the moment of purchase is now recorded. What happens afterwards - what a household actually holds, what it is worth today, and what evidence exists to support it - is largely undocumented.
That gap shapes how contents cover is set, how households are advised, and how straightforward a claim is to settle when something goes wrong.
02
The gap between purchase and ownership
A receipt records a transaction. It does not record where the item is now, whether it is still owned, what it would cost to replace, or what documentation supports it.
LAYBL is building ownership infrastructure: a structured, time-stamped record of what a household holds, capable of staying current as possessions and values change and move.
03
Why private-client insurance needs better ownership data
Private-client households combine higher contents values, specialist possessions and years of accumulated ownership. Yet the information available to insurers and brokers is often fragmented, incomplete or based heavily on the client's own estimate.
The result is limited visibility of the contents exposure before a loss, and a client forced to reconstruct what they owned afterwards.
LAYBL creates a clearer, structured record of what is inside the home, giving insurers, MGAs and brokers a stronger basis for cover, review and claims.
Meet Jen
A career spent understanding what people buy.
Jen Wagner is the founder and CEO of LAYBL.
After more than 20 years working across ecommerce, product data and digital customer experience, including with Dyson and Red Bull, Jen saw the missing half of the purchase journey: businesses know what people buy, but very little remains connected once those products become owned.
She founded LAYBL to make ownership visible, useful and connected.