Leading U.S. Online Insurance Agency Boosts Lead Conversion by 7% and Scales to 720K Monthly Calls with Sutherland’s CX Solution

Client Overview

A leading U.S.-based online insurance agency that connects consumers with a network of insurance providers across various products, including auto, life, and commercial insurance. The agency operates two primary service lines: attracting consumers to its websites and providing relevant consumer data to insurance providers.

The Challenge

Enhancing Quote-to-Bind Ratios Across Service Lines

The agency sought to improve its quote-to-bind ratio across both the Property & Casualty (P&C) and Life insurance sectors, recognizing that optimizing lead conversion was critical to driving sustainable growth. As consumer inquiry volumes continued to rise, the agency faced mounting pressure to efficiently pre-qualify prospects and accelerate the matching process with appropriate insurance providers. To maintain service quality while scaling operations, the agency required a robust, intelligent solution that could streamline lead qualification, enhance customer experience, and maximize conversion potential.

Sutherland Solution

Enhancing Lead Conversion Through Intelligent Automation and Customer-Centric Engagement

Sutherland collaborated with the agency to deploy a comprehensive strategy centered on intelligent automation:​

1. Establishment of a Sales Support Center of Excellence
   Sutherland established a dedicated Sales Support Center of Excellence in the Philippines, staffed by over 100 experienced full-time employees extensively trained across a comprehensive portfolio of Property & Casualty (P&C) and Life insurance products. Through robust cross-training programs, the center maintained exceptional operational flexibility, ensuring seamless support across service lines, and scalable responsiveness to fluctuating inquiry volumes.
   
2. Deployment of a Strategic Outbound Call Model
   To drive higher engagement and expedite the lead qualification process, Sutherland deployed an outbound calling strategy executed by experienced sales executives. Targeting consumers who had initiated inquiries on the agency’s platforms, the outbound calls served to validate customer interests, address frequently asked questions, and either facilitate live transfers to licensed U.S.-based insurance agents or efficiently schedule follow-up appointments – thereby accelerating the quote-to-bind process and improving customer satisfaction.
   
3. Tailored Pre-Qualification Frameworks
   Recognizing the varied nature of customer inquiries, Sutherland implemented a differentiated pre-qualification framework. For general inquiries, agents conducted a needs assessment and purchase intent evaluation before connecting consumers to the appropriate insurance provider. For high-value policy interests, a more detailed pre-qualification process was applied, ensuring that qualified prospects were seamlessly referred to local agents, optimizing the efficiency and quality of downstream sales interactions.

Through a combination of intelligent automation, strategic customer engagement, and tailored lead qualification methodologies, Sutherland enabled the agency to optimize its quote-to-bind ratio, enhance the customer journey, and scale its operations to meet growing demand.

The Outcome

Enhancing Lead Conversion and Operational Scalability Through Intelligent Pre-Qualification

The deployment of Sutherland’s intelligent lead pre-qualification model delivered significant and measurable improvements in both operational performance and revenue generation. The agency achieved a 7% increase in call transfer rates, directly enhancing the efficiency of the lead conversion process. Lead quality was maintained at an exceptional 99% standard, ensuring that only highly qualified prospects were routed to licensed agents.

With the operational capability to support up to 720,000 outbound calls monthly, the agency effectively scaled its lead management capacity without compromising service quality. These enhancements translated into improved quote-to-bind ratios and a measurable increase in annual gross premiums written, reinforcing the strategic value of intelligent automation in driving sustainable growth.