# 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.

Category: Speed to lead
Industry: Insurance
Difficulty: moderate
Updated: Oct 26, 2026
URL: https://revstackai.co/use-cases/insurance-broker-turns-31-percent-more-quotes-into-policies

## Problem

Most people who start a car insurance quote never buy. Across the industry, 70 to 90% of quote journeys are abandoned.

## How to do this

1. OpenDialog Selma (no public price, talk to sales)
2. Your online quote pages
3. Each scheme's live policy wording

## Verdict

The agent answers from the shopper's own quote, and more of those quotes become policies.

## Tools

- [OpenDialog (Selma)](https://www.opendialog.ai/): Steps in on the quote page and answers from that quote


## Result

31.4% relative lift in quotes turned into purchases and a 9.3% relative lift in add-ons in a controlled A/B test (Jan to Aug 2026); the lift reached 39% to 41% in July and August

Vendor source. Reported by [Andy Morton, General Manager, Sterling Insurance Services (OpenDialog)](https://www.opendialog.ai/articles/quotes-to-policies-increase).

## Before you start

- OpenDialog Selma (no public price, talk to sales)
- Your online quote pages
- Each scheme's live policy wording