Industry: Insurance | Services: Automation
Client Overview
The client is a leading $4 billion insurance, investment, and financial services organization, and one of the largest direct-to-consumer providers of supplemental life and health insurance in the United States.
Serving 95% of the nation’s credit unions and nearly 30 million customers across six countries, the company has built a reputation for trusted service and consistent innovation, earning repeated recognition on Barron’s List of 100 Best Annuities.
The Challenge
Creating a Direct-to-Customer Experience That Could Scale
The insurer’s customer base was expanding rapidly, but so were its operational costs and attrition rates. Existing captive sales centers lacked the flexibility and innovation needed to support new growth, and siloed systems made it difficult to deliver a consistent experience across channels.
At the same time, the company’s service model wasn’t built for the speed and personalisation that modern policyholders expect. Customer interactions felt fragmented, and the process of converting leads into policyholders was increasingly inefficient.
To sustain momentum, the insurer needed a partner with deep domain expertise in policy acquisition and digital customer experience (CX) transformation — one capable of integrating technology, analytics, and human talent to streamline operations and accelerate growth.
Sutherland Solution
Transforming CX Through Integrated Platforms and Human Expertise
Sutherland applied an integrated approach combining digital accelerators, advanced platforms, and a best-in-class team of licensed insurance agents. This model brought together domain expertise, analytics, and technology-enabled service delivery to augment the client’s existing systems and strengthen their technology landscape. The result: a scalable, data-driven foundation for growth that elevated customer experience and operational efficiency alike.
- Omnichannel Customer Engagement with Sutherland Connect®
At the core of the transformation was Sutherland Connect®, a cloud-based omnichannel platform that unified customer interactions across voice, chat, email, and web. The solution equipped agents with a single, comprehensive view of the customer journey, supported by real-time analytics and intelligent routing. This integration improved response times, increased contact rates, and enhanced consistency across every touchpoint, creating a truly direct-to-consumer experience. - Scalable Workforce Enablement with Sutherland Anywhere®
To support national expansion and ensure always-on service, Sutherland implemented Sutherland Anywhere®, a modular and secure work-from-anywhere environment for licensed agents. The platform provided full compliance and data protection while enabling agents to engage customers from any location. This flexibility allowed the client to scale operations rapidly, maintain 24/7 coverage, and reduce infrastructure costs – all while improving employee experience and operational resilience.
The Outcome
A Direct-to-Customer Model That Scales Growth and Experience
The transformation delivered measurable results across revenue, customer experience, and operational efficiency. By reimagining how customers engage and how agents operate, the insurer unlocked new levels of agility and performance.
Sales performance surged, with closing rates increasing by 35% and annual gross written premiums rising by $100 million. Customers benefited from faster, more personalized experiences, while the streamlined engagement model reduced friction across every stage of the journey.
At the same time, operational costs were reduced and scalability improved, enabling the company to support nationwide growth without compromising compliance or quality. What began as a response to rising demand has evolved into a future-ready direct-to-customer ecosystem – one that strengthens revenue, deepens loyalty, and sets a new benchmark for experience in insurance.
KEY OUTCOMES
Reduction in expiry losses
Increase in revenue
Improvement in working capital
