Canadian insurer drives higher revenue, customer engagement, brand loyalty with Sitecore

Co-operators is a leading Canadian financial services cooperative, offering multi-line insurance and investment products, services and personalized advice to help Canadians build their financial strength and security. As it celebrates 80 years of providing trusted guidance to Canadians coast to coast, Co-operators has more than $60 billion in assets under administration.

Co-operators has multiple channels to market including web, social media, and its mobile app. Co-operators leaned into digital transformation early on, recognizing a rapidly evolving landscape that changed how clients consume information and conduct business. In addition to improving the client experience, the company saw an opportunity for digital tools to improve efficiency, productivity and automation.

The strategy was to shift to a cloud-based digital experience platform to support a dynamic, agile website, meet growing traffic demand and deliver a true ecommerce experience. Co-operators also wanted to increase brand awareness, improve lead generation, creating stronger engagement with customers, and deliver impactful interactions with audiences.

Working with Sitecore partner Deloitte Digital, Co-operators has integrated Salesforce Marketing Cloud with Sitecore XP hosted on Sitecore Managed Cloud to power digital transformation and website improvement. With its modernized, SEO-enhanced digital experience platform and website, Co-operators has strengthened brand awareness, developed content consistency, and enhanced the customer experience across multiple channels and customer touchpoints.

Integration between Sitecore and Salesforce supports over 100 personalized campaigns targeting multiple personas. Sitecore Authoring enables internal, non-technical teams to launch content four times faster. Other integrations such as the National Quote & Buy app improves the customer journey, increasing leads and acquisitions.

“We don’t just try to be the best insurance website, we aim to be the best digital experience, so whether it’s searching for insurance or groceries online, you get what you expect to see from a digital provider,” said Mike Bruno AVP, Digital at Co-operators.

Sitecore has enabled Co-operators to transform customer engagement and revenue creation. Now the company has seen quotes up by 130% and conversions up 50%+." Better content, personalization, and navigation have led to 17% growth in product relevancy, 15%+ more time on site, 13%+ more visitor returns, and 11% faster page loads.

Operational improvements and removing technical barriers such as out-of-the-box Sitecore editor means time to market is down from two days to 20 minutes and a substantial rise in efficiency representing a saving of $200,000 a year. Sitecore modular content has saved 200% more time and made finding assets up to 100% easier.

Leveraging better customer insights which showed web-savvy millennials buying rental insurance, Co-operators can now also identify cross-sell opportunities. “Sitecore enables Co-operators to speak to many different audiences, customize experiences across our website and ensure our digital storefront addresses all visitor preferences. It drives the right interactions, we launch comprehensive campaigns faster, and refresh content daily,” said Bruno.