From Click to Conversion: How Predictive AI Helped One Insurer Boost ROI And Improve Efficiency with their Existing Headcount
High-intent leads don’t always announce themselves. For one fast-growing digital insurer, the challenge wasn’t volume, it was clarity.
With tens of thousands of leads pouring in each month, each costing up to $10 per click, the team needed to know: Which prospects are actually going to bind?
The Problem: Too Many Leads, Too Little Signal
Despite investing heavily in lead generation, this insurer saw average conversion rates hover around 2%. Sales reps were stretched thin, chasing low-propensity leads as part of a rules based and first-in, first-worked philosophy, but they wanted to explore what was possible if they were to further prioritize their outreach.
The Solution: Real-Time Propensity to Bind Scoring
Fenris developed a custom predictive model trained on 12 months of historical lead and conversion data. Delivered via API, each new lead now comes with a real-time score indicating how likely they are to convert.
- Transparent, explainable AI, e.g. not a black box
- Tailored to their distribution model and outcomes
- Integrated directly with their CRM and routing tools
Visualizing Life from Predictive Scoring
The chart above shows how leads scored in the highest deciles (8–10) converted at dramatically higher rates than those in the lowest. With this visibility, the client prioritized high-scoring leads, driving more conversions with fewer dials.
The Results: Higher ROI, Fewer Dials
With scoring in place, the team prioritized the top segments of leads and reduced effort on the bottom tier. Directionally, they saw:
- 3x higher conversion rates among top-tier leads
- Over 30% of spend identified as waste from bottom-tier leads which did not lead to meaningful conversions
- Stronger ROI per lead, without process disruption
Instead of treating every click equally, they focused on the 40% which were up to 3x more likely to convert and saw immediate lift and improved conversion rates.
From Proof to Practice
This insurer isn’t alone. Digital distribution is competitive and expensive. Knowing who will bind before you take further action isn’t a luxury anymore. It’s how smart teams scale.
Want to see what’s possible for your lead funnel?
Let’s talk about how Fenris' Propensity to Bind can drive results for your team.