Teams can clearly identify and act on cross-selling opportunities.
Salesforce has also unlocked new cross-sell and upsell opportunities. With a broad portfolio of specialty insurance products, an analysis at iTOO revealed that the average customer holds just 1.5 products, highlighting major growth potential within its existing client base.
Before Salesforce, uncovering these opportunities required sales reps to search across multiple documents and systems. Now, Salesforce presents a complete view in one place, allowing reps to quickly identify product gaps and act on them during broker conversations.
Digital claims logging makes service more scalable, with 60% now submitted online.
On the service side, iTOO began by migrating claims management to Financial Services Cloud. Previously, claims were emailed to team inboxes to handle. Today, 60% of claims notifications flow directly into Salesforce, increasing efficiency and enabling teams to handle higher volumes as the client base grows.
Salesforce also gives service teams access to richer claims data. In the past, iTOO only recorded completed claims; now, teams capture data across the entire claims lifecycle, which means the company has a better understanding of its clients.
While many cases are still dealt with via email and phone, with Salesforce in place, iTOO is growing a new team focused on serving smaller brokers via digital channels. “By digitalizing services with Salesforce, we can work with brokers and customers that would otherwise be out of reach, while keeping other teams focused on building personal relationships with our largest brokers,” commented Mark Robinson, Head of IT, iTOO.
Automation and integration drive greater efficiency across the business.
iTOO has just started its automation journey with Salesforce Flow. By introducing micro-automations for processes such as renewals, iTOO can reduce human error and repetitive manual work, freeing teams to focus on higher-value activities. It’s also starting to tap into Financial Services Cloud’s data processing capabilities to source additional business insights.
The company has integrated Financial Services Cloud with several solutions from the Salesforce AppExchange to support seamless claims ingestion, digital document generation and signing, and enhanced security. iTOO is also currently implementing MuleSoft to simplify enterprise-wide integrations and accelerate time to market for new initiatives. “Salesforce’s AppExchange ecosystem is incredibly powerful for us. We can quickly bolt on third-party solutions to solve new challenges as they arise,” confirmed Robinson.
A unified platform lays the foundation for agentic AI.
Salesforce has unified iTOO’s teams around a single, customer-centric platform. With more than 100 active Trailhead profiles, employees are actively building Salesforce skills for the future.
With the data and architecture now in place, iTOO is exploring agentic AI to drive the next wave of efficiency. An Agentforce proof of concept is planned for Q1 next year, starting with internal AI augmentations to streamline operations, followed by data-driven insights for underwriters and, eventually, digital service agents.
“We’re an ambitious, people-oriented business. Salesforce helps us stay maverick and entrepreneurial while attracting top talent. When you lead a team, you need a vision that excites people, and Salesforce helps us bring that vision to life,” said Naylor.
