[Case Study]How Coverfox, the second-largest insurance aggregator in India, uses Journeys to increase policy renewals by 30%

The Objective

In the Insurance business, policy renewals are the mother lode, the bucket of gold at the end of the rainbow. You manage to use all the tricks up your sleeve to acquire a new user on your platform, only to realize that the user has renewed the policy elsewhere. Your recurring source of income just became a flash in the pan.

Problem Statement

  • Increasing policy renewals for users
  • Creating personalized campaigns for users holding multiple policies

The Process

Let us analyze the multi-tier journey concept that Coverfox ran to such great effect.

1) Parent Journey

This journey accounts for a user attribute change (Policy Date change), and upon meeting this primary condition along with a few other requirements, it gives out an instruction to summon an API call. This API call starts another journey that has a detailed engagement flow pre-defined.

  • The parent journey is started by a simple trigger — the system checks for a user attribute change. When the date of the policy’s expiry changes, the parent journey gets initiated.
  • The system checks to see whether the user ID is in the segment of car policy owners.
  • If the User ID belongs to the Car Insurance segment, then the journey waits for exactly 31 days before the policy ID expires to move to the next step.
  • Next, the system checks to see whether the Users who have entered till this step do indeed have a renewal due.
  • If the users are in the segment of policies with a renewal due, the journey requests an API call to begin the Child Journey. This is where it gets interesting.

2) Child Journey

This is the journey that is started after a change in user attribute via a custom API call. It contains all the engagement options (Email, SMS) that have been defined to nudge the user at regular intervals upon meeting certain conditions to enhance the chances of conversion, i.e. policy renewals.

  • Leading on from the parent journey, the child journey brings in the users who have a car insurance policy renewal due in 31 days. This is also the event trigger that sets off this particular journey in motion.
  • Post-event trigger, the system is instructed to proceed to the next step in the journey 30 days before the policy’s expiry date.
  • T-30 days before the policy expires, the system checks to see if renewal payment has been made for the policy ID.
  • The Journey ends for policies that have been successfully renewed. However, there are very few customers who are aware of the benefits of renewing early. So, the number of users renewing the policy before its expiry is a minority.
  • Therefore, the system then sends an email to the users. This email is a reminder that informs the user about the impending policy renewal date in 30 days and urges them to make the renewal payment right there via a link.
  1. Point 1 highlighted in the email refers to the first name of the policyholder.
  2. Point 2 is the car’s make and model number and the registration number along with the number of days left for the car insurance policy’s expiry.
  3. Point 3 is the policy number along with the exact date of the policy’s expiry.
  4. Point 4 contains the details of the service provider that the policyholder is currently using, along with the details of renewal for the same policy including price.
  5. Point 5 contains the pricing details of other service providers for the same policy.

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Kinjal Shah

Kinjal Shah

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Content Marketer @ WebEngage. Logophile. Creative. Child at heart. Free spirit. Founder @ Smallogs.