Centralized data, process automation, real-time transactions, self-service options, and prioritized leads had driven significant sales productivity gains for the insurer.
An online insurer in Thailand has rapidly expanded its footprint since its founding in 2016, becoming the first Thai insurance provider to establish operations in Indonesia by 2022.
With a mission to deliver accessible and reliable online insurance, Roojai Insurance has consistently prioritized customer experience and digital innovation to fuel its growth.
On 19 June, 2025, the firm announced a major leap in its digital transformation journey, revealing that it nearly doubled its sales per agent within two years, after facing significant hurdles with its traditional insurance technology platform: High capital expenditure and inflexibility made it difficult for the company to adapt quickly to evolving business demands and customer expectations.
These challenges highlighted the urgent need for a more agile and scalable digital solution. To address these issues, the form undertook a comprehensive digital overhaul, implementing several key technical strategies:
- Transitioned all insurance processes to a unified digital platform, consolidating customer interactions and data
- Integrated its website with real-time transaction and payment capabilities
- Automated customer engagement across sales, renewals, collections, and claims journeys
- Enabled self-service options for customers through a dedicated online portal
- Established a single, comprehensive customer view to enhance both customer and employee experiences
- Prioritized callback requests from web customers, which increased conversion rates and improved sales agent productivity
As a result of these initiatives, the firm’s conversion rate had risen from 32% in late 2022 to 42% by mid-2023, maintaining that level thereafter. Sales productivity also surged, with sales per agent climbing from 80 in 2022, to 150 in 2024. Said the firm’s Chief Customer Officer, Gratiano Yeung: “We’re continuously innovating to deliver what our customers want: straightforward, user-friendly and affordable insurance,” noting that having a unified and flexible platform at the core of operations has been instrumental in realizing the company’s vision.
According to Thitirat Tongtavorn, Country Leader (Thailand), Salesforce, the tech vendor involved: “In a highly competitive industry like insurance, providing simple, seamless and personalized offerings is essential for customer acquisition and satisfaction.
