Image courtesy of Ashley Baxter.

As in last year's Case Study blog series, this year we'll be introducing you to some of our Small is Beautiful partners and delegates and their microbusinesses.

Today we'd like to introduce you to microbusiness owner and photographer Ashley Baxter. Her company, Insurance by Jack, is all about bespoke insurance for freelancers and small businesses.

"I have a passion for technology, so the idea is to simplify the way businesses buy their insurance online," says Ashley. "We're currently building a painless solution to make shopping for insurance better. It's been a slow process, but the ultimate goal is to make insurance for your business straightforward!"

Insurance by Jack is a new venture for Ashley, who went into business 9 months ago after running a property insurance company for 10 years.

"I've never had conventional employment," she tells us. "I've worked for myself for almost 10 years, since leaving college. It's a mixture of euphoric highs or abysmal lows — never anything in between — but I like that. I like knowing that my actions each day affect the outcome of my business, my income, my life. It's hard work, but those highs are very much worth it. Of course, ask me again tomorrow and I'lll likely have a different answer!"

Like many people who work for themselves, the flexibility and choice involved in running a business appeals to Ashley. "We spend so much of our life working, why do something you don't enjoy? I like the fact running my own business gives me more control over my life."

Ashley's ultimate goal is to change the insurance business by adding a personal touch – and for Ashley this relates to starting small.

"Being small means being able to reply to customer enquiries quickly. Big companies, especially insurers, can be a nightmare to contact," says Ashley. "When you're small, you can be reachable on most channels at unconventional times. My phone pinged with a Twitter notification at 2AM from a potential customer and I replied to it. He ended up taking out business insurance with me. I think you lose that personal touch—not to mention hunger—when you're a big corporation."

Currently, Ashley outsource design and development work to outside agencies and freelancers, but ultimately she would love to take on a few full-time hires. "I'd love to have people working alongside me who are as equally passionate about improving technology in an archaic industry. With that said, I always want to keep Insurance by Jack small and personal."

Ashley is also part of a small and personal Facebook group of entrepreneurs for help and support. "Whenever I have a question, need help or seek feedback, that's where I go. I've only been a member for a few months, but I trust these people and have already found it's made a big difference to my business."

And as for Small is Beautiful? We asked Ashley why she's attending this June. "

Inspiration. A good event—like Small is Beautiful—makes you see that anything is possible, giving you ideas and drive to improve your business."

Want to join us and meet people like Ashley at Small is Beautiful? Click here to buy your ticket today for £99.