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Insurance Provider



Insurance Provider


Insurance provider wanted to differentiate itself from the competition, increase customer retention and pursue multi-line growth opportunities.


  • Reach one in four in-book customer households with a life or annuity product within four years.
  • Train employees on Lean tools and techniques and transfer Lean training knowledge.


  • Achieved a record volume of new life insurance business (over $108.9 billion).
  • Reduced cost per transaction by over 50%.
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Case Study

Improve Customer Retention & Increase Line-of-Business Growth


An insurance provider wanted to differentiate itself from the competition, increase customer retention and pursue multi-line growth opportunities by increasing the sales of life insurance and annuities to current property and casualty insurance customers. The Highland Group was asked to optimize Life Sales and Sales Support processes, develop innovative approaches to the market, and improve Life operations to support the growth.

Highland Approach

The Highland Group studied the current Life/Health business unit, then aligned the enterprise and field around a clearly articulated life insurance growth strategy and roadmap for execution.

Actions Taken

  • Implemented a sustainable System For Managing Life operations and reengineered core processes to improve both efficiency and the agents’ experience in placing and servicing life insurance business.
  • Analyzed the market, identified actionable customer segments, and developed segment-specific value propositions.
  • Optimized Life Sales and Sales Support processes and developed market approaches to specific customer segments. Identified the Young Family segment as the highest potential opportunity for life insurance sales and delivered a segment business plan with ideas for increased sales.
  • Identified gaps in the current product portfolio and product development roadmap and recommended priorities for future product development.
  • Developed and delivered Lean training materials, including train-the-trainer workshops and manuals.
  • Developed and field-tested a Sales management tool and process based on targeting a specific group of agents and focusing them on a specific customer segment in their current book of business.

Achieved a record volume of new life insurance business of


and delivered Lean training materials on time and within budget, including train-the-trainer sessions and manuals

Related Information


subject matter-based

Client Partner

Financial Services, Marketing & Consumer Products

Petrina is a creative, hands-on executive with over 25 years of international business experience with a proven track record of working collaboratively across traditional boundaries and solving complex operational issues. She previously served at the senior executive level of one of North America’s leading financial institutions and several global consulting organizations. There, she led engagements serving industry-leading clients in United States, Canada, England, Germany, Austria, Switzerland, Norway and the Netherlands.

Project Leader

Financial Services

North America

Brandon is a senior project leader and consultant with more than 12 years of experience in helping financial services firms maximize revenue and control costs through continuous improvement. He specializes in implementing efficiency, service and quality process enhancements in Fortune 500 companies by utilizing Lean and Six Sigma principles.