CRM signals — a new car on the policy, a new address, a child added — now trigger tailored cross-sell journeys automatically. AI drafts the outreach, the agent approves it in one tap, and households grew from 1.4 to 2.1 policies on average.
Typical results
20%
Journeys become quotes
1 tap
Agent approval
15/day
AI drafts approved
Figures reflect typical results for this kind of automation.
The challenge
The agency's CRM was full of life events that should have sparked a conversation — a new car, a home move, a teenager reaching driving age — but nobody was watching. Cross-selling depended on an agent happening to notice during a service call, so most households held a single policy while buying their other coverage elsewhere.
Before and after
Policies per household
+50%Cross-sell conversations per month
15×Household retention
+11%The automation
We wired the CRM into Make so meaningful changes — a vehicle added, an address updated, a child joining a policy — fire a trigger the same day. Each event maps to a relevant cross-sell journey: new address suggests home insurance, a new driver suggests umbrella coverage. OpenAI drafts a personal message referencing the actual event, the household's agent approves or edits it in one tap on WhatsApp, and the journey tracks every response in the CRM.
How it works
- 01
Event detected
A new car, address change or added family member updates the CRM and fires a trigger.
- 02
Journey matched
The event maps to the right cross-sell journey with relevant coverage suggestions.
- 03
AI drafts
OpenAI writes a personal message that references the actual life event, in the agency's voice.
- 04
One-tap approve
The household's agent reviews the draft on WhatsApp and approves or edits in one tap.
- 05
Track & follow
Sends, replies and quotes log back to the CRM so every journey is measurable.
Starts from
- CRM life events
- Change triggers
Delivers
- One-tap approval
- Personal WhatsApp
- Journey tracking
The impact
Average policies per household typically climb from about 1.4 to 2.1 within a year, driven by outreach that lands at exactly the right moment. Agents approve about 15 AI-drafted messages a day in minutes, one in five journeys turns into a quote, and retention improves because multi-policy households rarely leave.
Questions about this automation
Which life events can trigger a cross-sell journey?
Any change the CRM records reliably can act as a trigger. Common ones are a vehicle added to a policy, an address change, a new driver or a child joining a policy. Each event type maps to a journey with relevant coverage, for example a new address leading to a home insurance conversation.
Does the AI send messages to customers on its own?
No. OpenAI drafts a personal message that mentions the actual event, in the agency's tone, and sends the draft to the household's agent on WhatsApp. The agent approves, edits or discards it with one tap, and only approved messages go out to the customer from the agency's number.
How are the results of each journey tracked?
Every draft, approval, send, reply and quote is written back to the household record in the CRM, so each journey shows how many events led to a conversation and a quote. This is a multi-step build with AI and approvals, usually rolled out in stages, one event type at a time.