Reassured, a UK-based life insurance broker, has entered into a partnership with Adviser.AI to support its digital transformation strategy and improve the way it engages with customers.
Adviser.AI is a cloud-based customer engagement and automation platform designed for the protection and insurance sector, enabling communication through channels such as email and SMS.
The partnership is intended to support the automation and streamlining of areas including marketing activity, customer enquiries, policy communications, cross-selling, and retention processes. By reducing administrative workload for agents, the approach allows more focus on direct customer support and service quality.
Reassured began trialling Adviser.AI in September 2025, using three core features covering retention, benefit reminders, and post-sale checks.
The trial generated measurable engagement outcomes. Around 13% of customers indicated potential vulnerability and requested additional support, enabling earlier intervention and more tailored assistance. Approximately 17.58% of customers contacted the company regarding policy documentation, supporting improved understanding of their cover.
A further 5.28% used the process to update or confirm application details, improving the accuracy of customer records. In addition, 19.14% expressed interest in placing their policy in trust, allowing advisers to guide them through the digital trust process.
Laura McGraw, Reassured Chief Customer Officer, commented: “At reassured our mission is to deliver the best customer experience, with our new lifetime customer engagement programme recently implemented. Partnering with adviser.AI has been a key enhancement through bespoke interactive digital communications that keeps customers informed, tests customer understanding as well as giving us unique customer insight.”
Luke Ashworth, Founder and CEO of Adviser.AI, added: “Adviser.AI is proud to be supporting Reassured in raising the standard for customer experience in the protection industry. Our partnership reflects a step-change in customer engagement, combining technology and psychology to move from transactional interactions to proactive, personalised support. By combining Reassured’s scale and expertise with Adviser.AI’s technology, their customers are better informed, better supported, and ultimately receive greater long-term value throughout the policy lifecycle.”
