diff --git a/frontend/src/component/menu/Header/OldHeader.tsx b/frontend/src/component/menu/Header/OldHeader.tsx
index 41fda84539..f85b0b010e 100644
--- a/frontend/src/component/menu/Header/OldHeader.tsx
+++ b/frontend/src/component/menu/Header/OldHeader.tsx
@@ -164,7 +164,7 @@ const OldHeader: VFC = () => {
     const onAdminClose = () => setAdminRef(null);
     const onConfigureClose = () => setConfigRef(null);
     const celebatoryUnleash = useUiFlag('celebrateUnleash');
-    const insightsDashboard = useUiFlag('executiveDashboardUI');
+    const killInsightsDashboard = useUiFlag('killInsightsUI');
 
     const routes = getRoutes();
     const adminRoutes = useAdminRoutes();
@@ -242,7 +242,7 @@ const OldHeader: VFC = () => {
                         <StyledLink to={'/search'}>Search</StyledLink>
                         <StyledLink to='/playground'>Playground</StyledLink>
                         <ConditionallyRender
-                            condition={insightsDashboard}
+                            condition={!killInsightsDashboard}
                             show={
                                 <StyledLinkWithBetaBadge
                                     to={'/insights'}
diff --git a/frontend/src/component/menu/__tests__/__snapshots__/routes.test.tsx.snap b/frontend/src/component/menu/__tests__/__snapshots__/routes.test.tsx.snap
index 4833d6033b..d2e3795c88 100644
--- a/frontend/src/component/menu/__tests__/__snapshots__/routes.test.tsx.snap
+++ b/frontend/src/component/menu/__tests__/__snapshots__/routes.test.tsx.snap
@@ -127,10 +127,10 @@ exports[`returns all baseRoutes 1`] = `
   {
     "component": [Function],
     "enterprise": false,
-    "flag": "executiveDashboardUI",
     "menu": {
       "mobile": true,
     },
+    "notFlag": "killInsightsUI",
     "path": "/insights",
     "title": "Insights",
     "type": "protected",
diff --git a/frontend/src/component/menu/routes.ts b/frontend/src/component/menu/routes.ts
index f4b3763c1d..563814d43a 100644
--- a/frontend/src/component/menu/routes.ts
+++ b/frontend/src/component/menu/routes.ts
@@ -152,7 +152,7 @@ export const routes: IRoute[] = [
         component: Insights,
         type: 'protected',
         menu: { mobile: true },
-        flag: 'executiveDashboardUI',
+        notFlag: 'killInsightsUI',
         enterprise: false,
     },
 
diff --git a/frontend/src/interfaces/uiConfig.ts b/frontend/src/interfaces/uiConfig.ts
index 84cc743592..c4c1bf3e02 100644
--- a/frontend/src/interfaces/uiConfig.ts
+++ b/frontend/src/interfaces/uiConfig.ts
@@ -68,7 +68,7 @@ export type UiFlags = {
     featureSearchFeedback?: Variant;
     enableLicense?: boolean;
     adminTokenKillSwitch?: boolean;
-    executiveDashboardUI?: boolean;
+    killInsightsUI?: boolean;
     feedbackComments?: Variant;
     displayUpgradeEdgeBanner?: boolean;
     showInactiveUsers?: boolean;
diff --git a/src/lib/__snapshots__/create-config.test.ts.snap b/src/lib/__snapshots__/create-config.test.ts.snap
index 38add9468a..a343e7c98c 100644
--- a/src/lib/__snapshots__/create-config.test.ts.snap
+++ b/src/lib/__snapshots__/create-config.test.ts.snap
@@ -100,7 +100,6 @@ exports[`should create default config 1`] = `
       "enableLicenseChecker": false,
       "encryptEmails": false,
       "estimateTrafficDataCost": false,
-      "executiveDashboardUI": false,
       "extendedUsageMetrics": false,
       "featureLifecycle": false,
       "featureSearchFeedback": {
@@ -123,6 +122,7 @@ exports[`should create default config 1`] = `
       },
       "filterInvalidClientMetrics": false,
       "googleAuthEnabled": false,
+      "killInsightsUI": false,
       "killScheduledChangeRequestCache": false,
       "maintenanceMode": false,
       "manyStrategiesPagination": false,
diff --git a/src/lib/types/experimental.ts b/src/lib/types/experimental.ts
index 09ad195496..4176deafac 100644
--- a/src/lib/types/experimental.ts
+++ b/src/lib/types/experimental.ts
@@ -34,7 +34,7 @@ export type IFlagKey =
     | 'edgeBulkMetrics'
     | 'extendedUsageMetrics'
     | 'adminTokenKillSwitch'
-    | 'executiveDashboardUI'
+    | 'killInsightsUI'
     | 'feedbackComments'
     | 'showInactiveUsers'
     | 'killScheduledChangeRequestCache'
@@ -182,8 +182,8 @@ const flags: IFlags = {
         process.env.UNLEASH_EXPERIMENTAL_ADMIN_TOKEN_KILL_SWITCH,
         false,
     ),
-    executiveDashboardUI: parseEnvVarBoolean(
-        process.env.UNLEASH_EXPERIMENTAL_EXECUTIVE_DASHBOARD_UI,
+    killInsightsUI: parseEnvVarBoolean(
+        process.env.UNLEASH_EXPERIMENTAL_KILL_INSIGHTS_UI,
         false,
     ),
     outdatedSdksBanner: parseEnvVarBoolean(
diff --git a/src/server-dev.ts b/src/server-dev.ts
index e98a008364..48f54690cd 100644
--- a/src/server-dev.ts
+++ b/src/server-dev.ts
@@ -43,7 +43,7 @@ process.nextTick(async () => {
                         stripHeadersOnAPI: true,
                         celebrateUnleash: true,
                         featureSearchFeedbackPosting: true,
-                        executiveDashboardUI: true,
+                        killInsightsUI: false,
                         userAccessUIEnabled: true,
                         outdatedSdksBanner: true,
                         disableShowContextFieldSelectionValues: false,