Sunday scales AI-powered personalised insurance with Salesforce

Insurtech Sunday uses Salesforce to power an innovative AI-assisted B2B2C insurance model

Products Used

Sales Cloud

Service Cloud

Digital Channels

Slack

Tableau

Sunday, a leading insurtech headquartered in Thailand, under Sunday Ins Holding Pte Ltd. Singapore, is transforming its customer engagement model with Salesforce at the core. Building on Sales Cloud for lead management and Service Cloud for customer support, Sunday has expanded its Salesforce ecosystem to centralise communications, enhance data-driven personalisation, and drive direct customer engagement at scale. The result is a resilient, high-growth B2B2C model that continues to expand across the region.

About the company

Sunday offers fully integrated insurance services across Southeast Asia. Its mission is to create fairer insurance by using technology and data to personalise pricing for each individual customer. Sunday’s offerings span motor, health, and group health insurance, underpinned by AI-powered underwriting and claims management. With a customer-centric approach and a strong technological foundation, Sunday is redefining insurance experiences across the region.

The Challenge

Sunday initially established its presence as a B2B health insurance provider and gained strong recognition within the corporate sector for its tailored group health solutions. Over time, the company successfully partnered with large-scale B2B2C platforms across other verticals — including motor insurance and smartphone protection — to expand its capabilities to deliver at scale through indirect channels.

Following the pandemic, Sunday’s corporate partners faced tightening consumer budgets and softening renewal rates. In response, Sunday strategically broadened its reach by launching a direct-to-consumer (D2C) online channel. This strengthened customer engagement while keeping operations lean and scalable.

Sunday supported this transition with a fully integrated system that consolidates sales, service, communication, and data analytics into a single engine.

This technology not only supports seamless B2B2C and D2C engagement, but also enables personalised offerings and rapid responsiveness at scale, eliminating the inefficiencies of legacy systems and manual processes.

When you grow from a few thousand to over a million customers, manual systems just can't keep up. Salesforce gave us the foundation to centralise operations, personalise engagement, and scale the business.

Dhanadham Pokthitiyuk

Chief Marketing Officer, Sunday

Unifying sales, service, and customer engagement

Sales Cloud plays a central role in managing Sunday’s B2B2C model. It enables the company to track B2B leads, manage commissions, and segment retail customers based on behaviour, engagement, and purchase history.

All customer interactions, from corporate insurance sign-ups to individual top-up purchases, are logged in a single platform, ensuring that context is never lost when customers move between different services or products. Multiple integrations including LINE, WhatsApp, Instagram, Facebook Messenger and email, enable Sunday to deliver omni-channel customer communication – with both English and local language support available. This significantly boosts convenience for customers and heightens experiences.

Service Cloud powers Sunday’s ticketing system for customer service, claims handling, refunds, cancellations, and complaints. Service teams can now access full customer histories in one place, with all customer communications across channels consolidated into Salesforce where they are queued, assigned, and tracked centrally.

Enhancing personalisation with automation

Salesforce enables Sunday to engage customers with precision. For example, when a customer starts purchasing a policy online but does not complete the transaction, Sales Cloud triggers follow-up actions so the sales team can reach out directly.

Real-time API integrations with Sunday’s data warehouse provide sales and service teams with live visibility into each customer's policies, claim history, and loss ratios to further enhance personalisation.

Customer behaviour is also used to trigger personalised cross-sell offers, such as suggesting health insurance top-ups to customers who have recently exceeded their group coverage limits.

By combining internal data with Salesforce automation, Sunday delivers timely, relevant offers to over 330,000 active customers, that increase conversions without adding manual overhead.

Building a scalable service ecosystem

Before Salesforce, Sunday managed sales and service through fragmented systems. Now, with Salesforce as the central platform, the company has reduced case leakage, improved service response times, and enabled consistent customer experiences across all channels.

Sunday’s team also uses Slack to coordinate internally across departments and locations to ensure that urgent service cases, sales opportunities, and operational discussions flow seamlessly across teams.

And Tableau connects directly to Sunday’s data warehouse to give leadership and investors real-time insights into claims trends, profitability, customer growth, and operational efficiency – all visualised through powerful dashboards.

Future exploration of AI-driven support

Sunday is actively exploring Agentforce to further enhance customer service efficiency with agentic AI.

The company sees potential for AI agents to handle simple enquiries, which would free human agents to manage more complex and sensitive issues (such as motor accident claims or emergency support).

While Sunday plans to introduce AI carefully to maintain service quality, early assessments suggest that AI could help manage customer service volumes more cost-effectively without sacrificing responsiveness.

Salesforce allows us to work smarter, not just harder. With the foundation we have now, we're exploring AI tools like Agentforce to complement our human teams and help us scale efficiently.

Dhanadham Pokthitiyuk

Chief Marketing Officer, Sunday

Driving resilient growth across Southeast Asia

Salesforce has helped Sunday to successfully transition from a pure B2B insurance provider to a resilient, scalable B2B2C business.

Saleforce’s scalability, flexibility, and integration capabilities allow Sunday to reach customers directly, build trusted partnerships with major insurers, and respond dynamically to changing market conditions.

Looking ahead, Sunday plans to continue its regional expansion. Salesforce will remain critical to enabling this growth by supporting direct customer engagement, cross-sell opportunities, and personalised service delivery at scale.

Powering growth through innovation and efficiency

Salesforce has become Sunday’s core platform for managing sales, service, and customer engagement.

Sales Cloud drives lead management and sales growth. Service Cloud and Digital Customer Engagement streamline customer service across all channels. Slack enhances cross-team collaboration, and Tableau brings transparency to financial and operational performance.

Together, these solutions have enabled Sunday to rapidly scale up to serve more than one million customers with personalised service quality, and to build a B2B2C model that’s capable of capturing new growth opportunities across Southeast Asia.

Salesforce supports our vision of delivering personalised, fair insurance at scale. It's not just a CRM to us — it's the foundation of our customer experience, operational efficiency, and future innovation strategy.

Dhanadham Pokthitiyuk

Chief Marketing Officer, Sunday

68 %

increase in average gross written premiums

78 %

increase in automation of operational processes

330,000

active customers receive personalised engagement