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A UK insurance broker turns 31% more online quotes into policies with an AI sales agent

Sterling Insurance Services put OpenDialog's AI sales agent, Selma, on its car insurance quote pages. In a controlled A/B test from January to August 2026, shoppers who used the AI were 31.4% more likely to buy (relative lift) and added 9.3% more extras. Sterling rolled it out to all 53 of its car insurance schemes.

Moderate

Insurance

How to do this

What you need

Steps

Do this first. Put the AI agent on the online quote journey.

  1. 1

    Connect it to each scheme's live policy wording.

  2. 2

    Let it step in when a shopper looks likely to quit.

  3. 3

    Run an A/B test against shoppers without it, then roll out.

Tools that do this

Markdown version

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