
A computer science graduate became a career payments marketer. At One Inc, Kathy Tuite is turning the least glamorous part of insurance - moving money - into the moment when the industry proves its worth.

After years marketing the machinery behind digital commerce, the Vesta executive has a blunt thesis: approval rates deserve the same attention as customer acquisition. A single percentage point can be worth $300,000 a year to a 100,000-subscriber operator.