OpenDialog AI, an AI Agent software provider for the insurance industry, has entered a strategic partnership with Adrian Flux, a UK-based specialist motor insurance broker, to roll out its Selma AI Sales Agent across Adrian Flux’s portfolio of brands.
The move follows the successful adoption of Selma at Bikesure, the group’s motorcycle insurance business, according to FF News.
The collaboration aims to address persistent challenges in digital insurance sales, including high customer abandonment rates, limited add-on product uptake, and complex compliance demands.
Bikesure’s deployment of Selma has already shown improvements in policy conversions and add-on sales while enhancing the customer experience. Encouraged by these results, Adrian Flux will now expand the rollout across its wider portfolio.
Selma operates as a round-the-clock AI sales agent, offering personalised recommendations, real-time customer guidance, instant policy answers, and automated compliance management.
Robert Balls, operations director at Bikesure, said: “Selma has already made a tangible difference during the initial project, showing great results and strong potential for our other brands within Adrian Flux. Selma supports our customers through their buying process, answering questions instantly, and helping them make choices that fit their needs. At the same time, it’s helping us increase conversions and provide a better experience. We’re excited to work with OpenDialog to unlock more possibilities with AI Agents.”
Tom Blain, senior vice president EMEA at OpenDialog AI, added: “Partnering with Adrian Flux to deploy Selma marks an exciting step in redefining how insurance is bought online. Selma is directly addressing the industry challenge that the majority of online quote-to-buy journeys, typically 70% – 90%, are abandoned by the consumer without purchase. Selma improves sales outcomes and makes the entire quote-to-buy process faster, simpler and more personal for consumers, without compromising compliance. We are thrilled to see these results at Bikesure and look forward to scaling this success across the group.”
With this partnership, OpenDialog and Adrian Flux aim to deliver more efficient, customer-focused, and compliant digital insurance solutions at scale.
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