Case Study
How FOIL is supporting Reassured to transform into the UK's Intelligent Life Insurance Broker
From treating customers as all the same to data-led understanding through life's most important moments
Each "lead" represents someone thinking about their family's security, their children's future, or their partner's financial well-being if the worst happens; some of the most important decisions people make.
Reassured wanted to evolve from transactional interactions to lasting relationships built on understanding and trust. Families need a broker who recognises them, remembers them, and supports them through life's changes – not just when they were buying a policy.
The challenge
Reassured is the UK's largest life insurance broker, helping families secure their futures. Over 20 years, they have built their market-leading position.
Conversations about mortality require humans A typical call takes up to an hour, involving hundreds of questions and subjects require empathy, not automation and data collection.
No lifecycle understanding Without a single customer view, interaction starts from zero, missing the opportunity to genuinely support customers through their journey.
Scattered insights despite rich data Despite capturing incredibly detailed information in every call, this valuable understanding sat trapped in unused datasets.
Blunt decision-making Customer routing was crude, without intelligence, nuance, consideration of individual circumstances or the complexity of what each person needed.
"A 20 year old might need cover because they're buying their first flat. Thats really different to a 55 year old interested in leaving a legacy for their family."
Beth Whelan, Chief Data & Insights Officer, Reassured
Our approach
Why Reassured chose FOIL
Reassured needed partners who understood that technology means nothing without strategy, and strategy requires proper understanding of the problem.
-
We started by understanding what Reassured actually needed, and why.
"The first step wasn't just 'you need AI, ML.' But actually tying it back to something real and tangible to Reassured – ultimately what we realised was it was all about their customers.."
— Mish Naik, Head of Strategy, FOIL
-
Explore and understand what data existed, where it could go, and what questions it could answer.
"One of the first things we did when we landed was sit down with them and really understand what data exists, where could they go, what questions can we answer."
— Mish Naik, FOIL Head of Strategy
-
Reassured didn’t need technology to replace people – it was intelligence to help humans do their best.
"Reassured is a people business, and for us using data and AI is about complementing that human experience and that journey. Human touch is still important where customers are trying to understand what they might need for their protection."
— Beth Whelan, Chief Data & Insights Officer, Reassured
The solution
Data Strategy: A three-step plan to customer-centric AI transformation
In 6 weeks, FOIL built a comprehensive data strategy that transforms how Reassured understands and serves customers – while keeping people at the heart of every decision.
The focus today | Data Integration
A single customer view connects 15 years of fragmented customer interactions. Segmentation analysis discovered natural customer groupings in the customer book. Pattern baselines helped to establish what "normal" looks like for each segment
The mid-term focus | Data Intelligence
With the data understood, Reassured can find tomorrow's best customers from today's engagements - through look-alike scoring, understanding how similar customers behave over time, and with predictive indicators, identify early signals across population segments.
The long-term goal | Operational Intelligence
Once Reassureds mid-term focus is established, they can expand that intelligence to the running of the business; matching customers to agents based on historical patterns, dynamic prioritisation through real-time scoring, and lifetime proactive intervention to predict lifetime events.
This connected data roadmap, enables Reassured competitive advantage by putting the customer at the heart of what they do.
"One of the first things we did was sit down with them and really understand what data exists, where could they go, what questions can we answer."
Mish Naik, Head of Strategy
"Working with FOIL goes way beyond the traditional consultancy approach. We've also benefitted from the FOIL Talent Program – new data capability that sits within our organisation, but all the benefit of FOIL support in developing and growing that talent."
Beth Whelan, Chief Data & Insights Officer, Reassured
The results
Intelligence that changes everything
Reduced training time
Data-driven insights enable new employees to make informed decisions from day one, targeting a reduction from the current nine-month path to success.
Journey for growth
Moving from volume-based thinking to intelligent family lifecycle approach demonstrates strategic maturity, social purpose, and sustainable competitive advantage that resonates with investors.
The right customer outcome
Proactive intervention and better matching between customer needs and channel/agent capabilities reduce costly policy changes.
Optimised resource
The insight gathered collectively enables strategic prioritisation, ensuring high-value opportunities receive appropriate attention.
Enhanced relationships
Corporate partners benefit from Reassured's enhanced ability to truly understand and serve the families who trust them.
"FOIL has helped us have that deeper understanding of customers, meaning we can effectively serve them and give them the best experience that's right for them."
Beth Whelan, Chief Data & Insights Officer, Reassured
Understanding complexity leads to powerful personalisation Data intelligence enables personalisation at scale while maintaining the human touch.
Sensitive conversations require technology to enhance human connection, not replace it AI can provide intelligence and efficiency, but the emotional intelligence and empathy must remain human.
Your data tells stories about the people you serve Reassured discovered they excel at serving more complex, underserved communities. Data gave them evidence to prove that and defend their approach to regulators and partners.
Key Takeaways for Leaders