About the client

The client is an insurance portfolio management platform built for insurance teams. It helps operations teams, brokers and insurers generate insights and share data and documents in one place.

Recognised as one of the fastest-growing startups in insurtech, the company has raised $6.41 million in funding. It was named Best Risk Management Solution Provider at the European Insurance Technology Awards.

The challenge

The team came to us struggling to manage lifecycle stages in their CRM. A joint audit of their processes and systems uncovered five connected problems.

• No clear lifecycle definitions. There were no agreed criteria for each stage of the customer journey, so leads could not be categorised accurately or tracked through the funnel.

• Inconsistent lead qualification. Leads were qualified and assigned to stages inconsistently, so many were misclassified and nurtured the wrong way.

• Manual stage management. Lifecycle stages were updated by hand, which slowed the team down and introduced errors and delays.

• Unreliable reporting. Without clean stage data, the team could not build accurate funnel reports.

• A blurred marketing-to-sales handoff. There was no agreed threshold for passing a lead from marketing to sales, which caused confusion and wasted time on both sides.
  
  
  

  

Our approach

We proposed a full restructure of the lifecycle stage process, delivered in six phases and automated end to end so the client's team could run it without manual upkeep.

1. Map the customer journey. A workshop with the client's team to understand how prospects actually move from first touch to customer.

2. Define the lifecycle stages. Clear, agreed criteria for every stage, including the threshold for handing a lead from marketing to sales.

3. Set the qualifying parameters. The key properties that place a contact in each stage, with a list built for every stage.

4. Automate stage progression. Workflows that move contacts between stages automatically, removing manual updates.

5. Clean up historical data. Existing records were mapped to the new stages so past data stayed usable and comparable.

6. Build funnel reporting. Reports showing conversion rates between each stage of the new lifecycle journey.

The results

About 3 hours saved every day. Automating lifecycle stages removed most manual property updates. That saved roughly 3 hours a day, worth around £5,000 a month.

30% more lead conversions. Leads now move smoothly between stages, so fewer opportunities slip through the cracks. Within three months, lead conversions rose by 30%.

8% higher marketing ROI. With contacts reliably sorted by lifecycle stage, the team could target nurture campaigns to where each contact sits in the journey. Campaign ROI improved by 8%.

The bottom line

A clearly defined, fully automated lifecycle gave the client's marketing and sales teams one shared view of every lead. The result was less admin, cleaner handoffs, more conversions and better-targeted campaigns, and the client gave us excellent feedback on the project.

This partnership shows how getting lifecycle management right can deliver measurable revenue impact and support a business's growth.