Roojai nearly doubles sales with a seamless digital customer experience powered by Salesforce

Sales per agent jumped from 80 per head in 2022 to 150 per head in 2024

Bangkok – 19 June 2025 — Roojai Insurance, Thailand’s leading online insurance company, is collaborating with Salesforce, using Sales Cloud, Marketing Cloud and Heroku, to transform their digital insurance experience for customers.

Salesforce is a global leader in AI CRM, providing trusted and autonomous AI with Agentforce and best-in-class apps for sales, service, marketing, commerce and IT — all on one integrated platform.

Since it was established in 2016, Roojai has become a prominent name in Thailand’s insurance industry by offering simple, affordable, and reliable online insurance. In 2022, the company expanded its operations to Indonesia, becoming the first Thai insurance provider to do so. At the heart of the company’s growing footprint and continued success is a strong focus on customer experience, coupled with early investments in the right technology that can be scaled across markets.

Driving value with Salesforce as the core technology platform

Roojai started off on a traditional insurance technology platform, with Salesforce Service Cloud layered on top to deliver CRM capabilities. However, the traditional platform presented challenges including heavy capital expenditure and a lack of flexibility, affecting the company’s ability to respond to business expectations in a timely manner.

To overcome these limitations, Roojai shifted all its insurance processes to Salesforce, using it as its core platform to facilitate customer interactions and engagements.

The Roojai website now integrates with Sales Cloud, enabling customers to perform real-time transactions and online payments. In addition, Marketing Cloud helps build deeper relationships with customers. It facilitates the management of various customer journeys, including sales, collection, renewal, and claims, and enables an automated customer engagement process, such as auto-triggering of email, SMS, push notifications or calls. Customers also get access to MyAccount, a self-help services platform supported by Salesforce Heroku.

All customer interactions are recorded in Salesforce, providing a single view of the customer in one place. This, in turn, allows the company to create a better experience for customers and employees. For instance, prioritizing call back requests from web customers has enhanced the company’s reach rate, leading to improved conversions. The “Call Me Back Now” conversion rate increased from 32% in October 2022 to 42% in May 2023 and has remained stable since then. At the same time, productivity of their sales agents has increased too, with sales jumping from 80 per agent in 2022 to 150 per agent in 2024.

Salesforce provides Roojai a more flexible, economical and efficient platform to develop new solutions to meet customer needs, swiftly implement improvements and migrate the full suite to new markets without significant capital investments.

“At Roojai, we’re innovating continuously to deliver what our customers want – straightforward, user-friendly and high-quality insurance offerings that are also affordable,” said Gratiano Yeung, Chief Customer Officer at Roojai. “With Salesforce, we get a unified platform that integrates key customer functions like sales, service and marketing, giving us a comprehensive 360-degree view of our customers. Having an open, flexible and cost-effective platform at the core of our customer operations helps us deliver on our vision of becoming the fastest growing and most advanced insurance company in Southeast Asia.”

“In a highly competitive industry like insurance, providing simple, seamless and personalized offerings is essential for customer acquisition and satisfaction,” shared Thitirat Tongtavorn, Country Leader, Salesforce Thailand. “We’re thrilled to collaborate with a customer-centric organization like Roojai. It’s great to see how building a single view of their customers on Salesforce has helped them bring to market a differentiated online insurance experience.”