UK-based life insurance brokerage Reassured has partnered with Adviser.AI to support its digital transformation strategy and improve how it interacts with customers.
Adviser.AI is a cloud-based customer engagement and automation platform designed for the protection and insurance industry, supporting communication through channels such as email and SMS.
The partnership aims to support automation and simplification in areas such as marketing campaigns, customer inquiries, policy communications, cross-selling and retention processes. By reducing the administrative workload of agents, this approach allows for greater focus on direct customer support and service quality.
Reassured began piloting Adviser.AI in September 2025, using three core features including retention, benefit reminders and after-sales checks.
The trial produced measurable engagement results. Approximately 13% of customers reported a potential vulnerability and requested additional support for earlier intervention and more targeted assistance. Approximately 17.58% of customers contacted the company regarding policy documentation to support a better understanding of their coverage.
Another 5.28% use the process to update or confirm application details, thereby improving the accuracy of customer records. Additionally, 19.14% of respondents expressed interest in placing their policies under a trust and having advisors guide them through the digital trust process.
Laura McGraw, chief customer officer at Reassured, commented: “Reassured’s mission is to deliver the best customer experience possible, and we recently implemented a new lifetime customer engagement program. Partnering with Advisor.AI has enabled key enhancements through customized, interactive digital communications that keep customers informed, test customer understanding, and provide us with unique customer insights.”
Luke Ashworth, Founder and CEO of Adviser.AI, added: “Adviser.AI is proud to support Reassured in raising the bar for customer experience in the insurance industry. Our partnership embodies the seismic shift in customer engagement, combining technology and psychology to move from transactional interactions to proactive, personalized support. By combining Reassured’s scale and expertise with Adviser.AI Combining this technology, their customers get better information, better support and ultimately greater long-term value throughout the policy lifecycle.”