The first crisis communication neoinsurance built to prevent disasters for tech brands
We'll keep your tech company out of the headlines (the bad ones). Get 24/7 monitoring, crisis playbooks, and instant access to 150+ vetted experts – all covered by insurance.
Start your free risk assessment
Backed by licensed insurance partners
Think of HOOKIT as your crisis comms budget, already prepaid and ready to deploy when you need it
150
Crisis experts
2 hour
Response SLA
Full
Comms cost coverage
FCA
Compliant insurance
Most founders think
“That won’t happen to us.”
The data says otherwise:
82% of organisations will experience a crisis once every 5 years
And most tech teams aren’t prepared. The stakes are brutally high:
25%
Over a quarter of a company’s value comes from its reputation
-35%
The average share-price drop after a reputational crisis
425 DAYS
The typical time for companies to recover to pre-crisis levels
Without a plan, you're 48 hours from disaster.
Now more than ever
With Hookit, you're always ready.
Fast social amplification
AI-generated misinformation
Regulations getting tighter
Increased investor scrutiny
A new kind of crisis protection. The only insurance built to stop disasters before they start
Where insurers cover losses, agencies charge twice during crisis, and tools stop at training, HOOKIT delivers prevention + preparation + response, all insurance-funded.
What others do
What you get with Hookit
Reaction time
React after damage is done
Detect threats before they explode
Pricing
Charge 2x during crisis
Fixed pricing, fully insured
Preparedness
Generic crisis templates
Playbooks for YOUR specific risks
Availability
“We’ll get back to you”
Expert arrives in 2 hours
Learning loop
Same mistakes again
Every incident makes you stronger
Your crisis protection system. Always on, always improving
Here is how it works.
01
Prevent
Spot threats before anyone else sees them
We monitor every channel that can hurt your reputation, including social media, news, customer reviews and regulatory feeds and flag unusual spikes, negative patterns, or coordinated attacks before they go viral.
Your deliverables:
✔ 24/7 monitoring across social, news, reviews, and regulatory feeds
✔ AI engine trained on 10,000+ startup crisis patterns with 89% accuracy predicting which signals are likely to escalate
✔ Monthly risk reports with three recommended actions
✔ Early-warning alerts delivered straight to your inbox and HOOKIT platform
We spot the smoke before the fire
02
Prepare
Tailored risk profile and crisis playbooks
We assess your risks and deliver a personalised crisis readiness system with playbooks, roles, messaging, and scenario rehearsals. When something happens, nobody asks “What do we do?” You're 100% prepared.
Your deliverables:
✔ A personalised risk profile based on your business model, sector, and exposure
✔ Custom crisis playbooks for your top three most likely crisis types
✔ Role assignment: who leads, who signs off, who speaks
✔ Pre-approved messaging for customers, investors, media, and regulators
✔ “What if it happens tomorrow?” scenario rehearsals for leadership
Everyone knows exactly what to do in case of crisis
03
Respond
Instant access to the right crisis experts
No calling PR agencies last minute and paying £50K fees. HOOKIT deploys a senior crisis specialist within 2 hours. They are fully paid for by your coverage.
Your deliverables:
✔ Access to 150+ pre-vetted crisis experts across all major crisis types and geos
✔ AI-matched expert deployed within 2 hours
✔ AI-generated crisis response, tailored to existing client knowledge, so experts can act fast
✔ All comms work covered, including strategy, war-room guidance, stakeholder messaging, monitoring and reporting
✔ No surge pricing: Same rate at 2am on Sunday as Monday morning
The right expert, right away, already paid for
+ The learning loop
Self-improving system
After an incident, HOOKIT analyses what happened, what worked, and what needs improving. Then, we update your playbooks and risk profile automatically.
Your deliverables:
✔ Post-crisis retrospective within 72 hours
✔ Updated playbooks based on behaviour and response patterns
✔ A refined risk profile for better prevention and faster action next time
From 'oh s*' to 'we've got this' in 2 hours
The crisis response system that's always on.
Start your free risk assessment
Why HOOKIT
We’re built differently. Incentivised to prevent, priced for startups, powered by data.
Incentivised to prevent
We make money by preventing crises. Our success = your reputation intact.
Affordable for startups
You get enterprise-level crisis communication and management at startup prices.
Data-driven
Every incident improves our detection, playbooks, and response for everyone.
Trusted when the stakes are highest.
7 crises every tech company faces.
How they unfold with vs without Hookit
There are two possible outcomes. One where your team panics and pays. And the other one where Hookit catches it early, guides the response, and prevents the fallout.
Data breach
Without HOOKIT:
A breach triggers panic, rushed ICO/GDPR decisions, and public exposure before you can control the story.
With HOOKIT:
Early warnings, regulator and customer messaging, and expert guidance keep the incident contained and off the front page.
Product outage
Without HOOKIT:
Customer tweets: "Been down for 3 hours, switching to competitor." This reputational issue can be bigger than the technical one.
With HOOKIT:
Timely updates and pre-approved messaging prevent backlash and maintain user trust while you fix the problem.
Founder scandal
Without HOOKIT:
Internal disputes leak externally, harming your fundraising narrative and making the board question every decision.
With HOOKIT:
A guided communication plan keeps the dispute contained, preserving trust with investors and employees.
Employee issue public
Without HOOKIT:
A single complaint escalates into a public culture accusation that harms hiring and employee retention.
With HOOKIT:
Professional messaging reduces heat, protects your employer brand, and reassures the team.
Disinformation attack
Without HOOKIT:
Coordinated negative reviews or false claims build up, undermining your sales and credibility.
With HOOKIT:
Pattern detection catches the attack early and deploys a tailored response that stops misinformation from spreading.
Compliance issue
Without HOOKIT:
Misalignment between legal and comms leads to slow responses that attract scrutiny and worsen outcomes.
With HOOKIT:
You get regulator-ready messaging and expert advice immediately, reducing exposure and preventing a public reputation hit.
AI or ethical tech concern
Without HOOKIT:
Accusations around bias or misuse grow into a public trust crisis that overshadows the product.
With HOOKIT:
Evidence-based messaging restores confidence and prevents a minor issue from becoming a moral indictment.
Find out which of these risks applies to your company
Get your personalised crisis risk assessment
Start your free risk assessment
Crisis protection coverage & pricing
All plans include access to 150+ vetted crisis experts within 2 hours with costs fully covered.
Starter
Recommended for early-stage startups who need essential crisis protection without agency-level costs
£15.000
Crisis response coverage
£3.600/year
HOOKIT subscription
Try HOOKIT
What you get:
- Crisis risk assessment with your top 3 exposure gaps
- An action plan to stabilise the basics
- A minimum viable crisis playbook (1–2 key scenarios)
- Defined crisis roles, contact list, and first-24-hours checklist
- Always-on monitoring across social, news, and reviews
- Monthly risk report with practical next steps
Growth
Recommended for fast-growing companies facing higher visibility and regulatory risk
£50.000
Crisis response coverage
£7.200/year
HOOKIT subscription
Try HOOKIT
What you get:
- Data-driven risk profile tailored to your business
- Custom crisis playbooks for your most likely scenarios
- Pre-approved messaging for customers, investors, regulators, and media
- Escalation paths and decision ownership
- Scenario rehearsal for your team
- Enhanced monitoring with richer monthly risk insights
Custom
Recommended for high-risk or regulated tech teams that need unlimited crisis support
BESPOKE
Crisis response coverage
£12.000/year
HOOKIT subscription
Try HOOKIT
What you get:
- Advanced risk review benchmarked against similar tech companies
- Identification of blind spots even mature teams often miss
- Deep-dive scenario lab for high-impact crises
- Fully optimised playbooks and stakeholder templates
- Crisis metrics, post-mortem framework, and learning loop design
- Optional executive risk briefings (monthly or quarterly)
- Real-time monitoring
Add-on services
Try Now
Additional coverage top-ups
€500-£2,000
Crisis simulation workshops
£1,500/session
Ongoing advisory retainer
£1,000/month
What our insurance covers and what it doesn't
Think of us as your crisis comms department, not general business insurance.
Fully covered
Crisis strategy & war room coordination
Customer communications & FAQs
Investor & board messaging
Media response & spokesperson prep
Social media crisis management
24/7 monitoring during active crisis
Post-crisis reputation recovery plan
Not covered by Hookit
Business interruption losses
Revenue impact
Legal fines
Operational recovery costs
Built by a global expert in PR and crisis communications
HOOKIT was created by Oksana Hoshva, a crisis communications and strategic positioning specialist with over 25 years of experience helping companies navigate high-pressure reputational challenges.
Aon's 2025 Global Risk Survey ranks reputation damage as a top-10 business threat
Yet most startups have a fire evacuation plan but no crisis comms plan.
A frustrated customer posts a thread and it snowballs
A product outage gets picked up by the press
A Glassdoor review turns into a LinkedIn storm
A cyber incident leaks customer data
Your next crisis will cost £100K+. Or £300/month. You choose.
4% of annual revenue
Regulatory fines from ICO or GDPR
£30K-£150K
UK tech scaleup pays emergency PR fees for a "moderate" crisis
Lost customers
Trust takes years to build, minutes to destroy
Discover your biggest risks
Take a short assessment tailored to your industry, growth stage, and exposure. And get a personalised risk report in minutes.
Start your free risk assessment
Frequently asked questions
How is this different from regular business insurance?
What if we already have a PR agency?
Do you work with regulated sectors like fintech?
What actually happens when I file a claim?
What types of crises does HOOKIT handle?
Who are the crisis experts?
Is HOOKIT only for large companies?
How does the monitoring work?
How does onboarding work?
How does the delivery work?
Do you replace legal counsel?
Will my data be secure?
What’s the first step?