About

LAYBL: digital inventory

We built LAYBL to make ownership effortless.

Our purpose? To give people a simple way to know what they own and prove it instantly - and to give insurers trusted data that cuts costs, fraud and underinsurance.

We’re here to make claims smoother and cover clearer. Let’s face it, most people don’t know the true value of their possessions, and when disaster strikes, finding receipts is the last thing you want to do. That’s where LAYBL can help.

Why LAYBL?

1. Built on real experience
We’ve already built and tested LAYBL in another industry, proving how digital ownership can work at scale. Now we’re bringing that technology to insurance, where it has the power to cut fraud, reduce costs and give customers peace of mind.

2. Independent & data-first
We’re not tied to any single insurer or retailer. Our goal is simple: to give policyholders ownership they can prove, and insurers data they can trust - creating value on both sides of the claim.

3. Backed by expertise
Our founder, Jen, has a background in global brands, e-commerce and technology, supported by expert advisors across product development and insurance go-to-market. Together, we bring the technical and commercial firepower to deliver change in a sector that’s ready for it.

An fashionable woman wearing jeans and blazer in pastel shades poses while stood in an abandoned waterpark.

Who are we?

The LAYBL team is lean but powerful, with deep technical and commercial expertise. We’re growing fast and always open to connecting with people who share our vision for making ownership effortless and insurance smarter.

Jen Wagner, founder of LAYBL

Jen Wagner
Founder + CEO

Jen combines a background in marketing, publishing, events and digital commerce with her passion for technology and problem-solving. As a female founder and new mum, she brings a unique perspective to LAYBL - transforming how insurers and policyholders prove ownership.

Gary Lake headshot

Gary Lake

Technical Advisor

Dan Black headshot

Daniel Black

GTM & Commercial Advisor

John Delaney headshot

John Delaney

Interim CTO

Scott Wimsett headshot

Scott Wimsett

Industry Advisor