AI-driven insurance journeys lift conversions 24%

PJ Hayman & Company has deployed an artificial intelligence (AI)-powered conversational agent within its Free Spirit digital quote journey, partnering with OpenDialog AI to enhance customer support during complex purchasing decisions.

The rollout aims to improve how users navigate insurance quotes by providing real-time, context-aware guidance on cover, eligibility, and policy details, while ensuring responses remain compliant with regulatory requirements.

Unlike traditional chatbots, OpenDialog’s platform is designed for regulated industries, combining conversational AI with structured knowledge retrieval and governance. This enables more dynamic, personalised interactions, moving beyond static FAQs toward decision support at the point of purchase.

Early results show that customers engaging with the AI agent are more likely to complete purchases, with conversion rates rising by 24%. The system also improves operational efficiency by resolving a significant share of queries without human intervention, while maintaining oversight in line with evolving regulation.

The initiative has been recognised with OpenDialog’s Future of Insurance award, highlighting its role in applying AI responsibly within regulated environments.

Naomi Keen, Vice President of Customer Success at OpenDialog AI, said: “Insurance is not a simple question-and-answer problem. Customers are making complex, high-stakes decisions, and they need guidance they can trust.”

Nikki Sparkes, COO at PJ Hayman, added: “We’re pleased to see this work recognised with the Future of Insurance award.

“More importantly, it reflects the tangible impact we’re seeing – giving customers clearer guidance at the point of decision, while improving how they engage with and purchase our products.”