A Decade of Innovation: Codafication’s Journey Transforming Insurance Through Technology

A look back on 10 years of Codafication...

Ten years ago, Codafication emerged from a simple but powerful realisation: Drew Butler and myself (Dan Sandaver) who owned a scaling construction company, which operated in the insurance property claims and repair industry segment, were being held back by inflexible IT systems.

Drew and I felt the pain directly— we had over invested in a generic CRMs (Client Management Systems) that consumed time and capital, all while doing nothing to build intellectual property or genuine business value or advantage in the market.  

That frustration kick-started the vision for Codafication back in the year 2014 and then led us to found the company subsequently in 2015. Our vision, which we thought was simple to achieve, was to create a platform that connected fragmented systems, streamlined data exchange, and, most importantly, put configurability in the hands of users.  

We wanted to leverage automation and integration so insurers, suppliers, and their customers could finally work together efficiently, regardless of the maze of portals, APIs, and formats. 

Looking back, our journey wasn’t linear or without pivots. Early on, without external capital, we had to adapt—building products for immediate needs, not always the original vision. Those pivots, however, became some of our greatest strengths: solutions like Virtual Assist, now a widely adopted video collaboration tool across the Australian insurance sector, and our automated forms platform for first notice of loss.  

Each “side step” was crucial for survival, growth, and eventually commercial success, helping us mature both as a team and as a suite of offerings. Every challenge forced us to innovate, deliver at enterprise scale, and build up our IP—all of which laid down the foundation for the Codafication you see today.

Reaching milestones like signing Australia’s largest insurer didn’t happen overnight. Relationships took years of persistent effort and trust-building. Each win—whether with a nimble challenger brand or a national powerhouse—deepened our understanding of the market and proved the power of having the stamina to chase long-term goals. Our recognition at the Digital Insurance Agenda in Munich and winning the Strategic Impact Award were more than symbolic; these moments revealed that our approach was resonating globally and reinvigorated the team for the next evolution. 

Of course, the journey has been littered with setbacks, and we’ve had to learn, sometimes the hard way, how to contract, execute, and deliver on projects—while never losing sight of culture and accountability. The most valuable lessons were in those moments of failure. Each challenged us to refine our processes, build resilience, and stay committed to developing products that genuinely serve our clients and their end-users.

If there’s one truth about innovation in this sector, it’s that you can’t go it alone, and you can’t just promise the world. Our biggest learning was balancing ambition with execution. Through the years, we’ve found our best successes come not from chasing every new idea, but from transforming the right ones into proven, scalable solutions. 

While I don’t claim Codafication has “reshaped” the insurtech landscape, I’m proud that we’ve been able to quietly build a self-funded, founder-led company employing brilliant minds in Brisbane. Operating under the radar suits us—and it lets our work speak for itself. The industry’s culture has shifted radically; what was once deep risk aversion to the cloud and digital transformation is now an expectation. Insurers have gone from requiring on-premise, bespoke systems to demanding cloud-native, API-driven platforms. We’ve grown alongside this trend, equipping our clients to keep pace, and, in many cases, be ahead of the curve. 

What has sustained us, above all, is our culture—a culture of learning, agility, celebrating wins, and supporting each other through every up and down. We’ve invested in people, infrastructure, and open communication, codifying our values so every team member knows what we collectively stand for. As we look ahead, those values will evolve with us, keeping Codafication united as we expand our reach.

The next decade excites me because we’re only just getting started—exploring new territories, refining our product-market fit globally, and partnering with bold, forward-looking clients. The seismic advances we’re seeing in AI, automation, and data are changing the nature of insurance. Codafication’s role will be to embed these technologies in ways that drive efficiency, foster better customer outcomes, and place emotionally intelligent problem-solvers in the heart of claims management, while automation removes the repetitive and the mundane. 

If I’m honest with insurtech founders: this is a long game. Trust, patience, and grit are essential—it might take years to earn a single client, but when you do, you lay the groundwork for genuine, enduring partnerships. Conversations and commitments—not just grand plans—are what drive the sector forward. 

Join us as we celebrate a decade of transforming the insurance industry through innovation, resilience, and cutting-edge technology.