Suraksha Insurance Brokers had plenty of leads and very few policies to show for them. Here's how an agent-feedback loop turned form-fills into leads agents could actually close — and how renewal-journey emails kept policyholders from lapsing.
Suraksha Insurance Brokers
Independent multi-product insurance brokerage
High volume, low close rate
Generic campaigns produced leads agents couldn't convert; renewals handled ad hoc
8 months
Lead generation + lifecycle email retainer
Lead Gen + Retention
Agent feedback loop, lead scoring, renewal journeys
Suraksha's marketing had been judged on cost-per-lead and volume, and by that measure the campaigns looked fine — hundreds of form-fills a month across motor, health and life products. But agents were closing only a small fraction of them, and had no structured way to tell the marketing side which leads were dead on arrival — wrong income band, already insured, just comparing prices — versus genuinely close-able. Campaigns kept optimizing toward the same low-intent audiences because the feedback loop simply didn't exist between the people talking to leads and the people buying the media. Meanwhile renewals were handled with a single reminder call close to expiry, and Suraksha was quietly losing policyholders to competitors who reached out earlier.
Built a simple CRM workflow so every agent tags every lead closed, lost, or why — in under ten seconds, right after the call.
Fed the weekly tagged-outcome data straight back into targeting, actively excluding the audience profiles agents flagged as never closing.
Built a scoring model on life stage, income proxy and product-interest signals that prioritized leads resembling the ones that had already closed.
Separate motor, health and life landing pages, each with qualifying questions upfront instead of a single generic quote form.
Automated pre-renewal sequences personalized by policy type and expiry date, starting weeks before the old single reminder call ever did.
Post-purchase nurture sequences to cross-sell additional policies and catch at-risk policyholders before they lapsed or switched.
Agents became a data source, not just a lead sink. The moment closed/lost/why was tagged consistently, every campaign decision after that point was working off real conversion signal instead of a guess about what "a good lead" looks like.
The agent-feedback loop kept redirecting spend toward the profiles that actually became policyholders.
Agents now spend their time on leads worth calling, not sorting through leads that were never going to close.
Renewal-journey emails starting weeks earlier than the old single reminder call kept far more policyholders from lapsing.
"Every agency before this one wanted to talk about lead volume. What actually changed our business was letting our own agents tell the campaigns which leads were real — closed, lost, and why, every single time. Our close rate more than tripled, and the renewal emails have done more for retention in a few months than years of last-minute reminder calls ever did."
Lead-quality and close-rate figures are agent-tagged in the CRM at the point of contact, not inferred from form-fills. Renewal retention is measured against the client's policy administration system across matched cohorts before and during the engagement. Timeframe and starting baseline stated above, as with every case study we publish.
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