Reassured launches partnership with Adviser.AI to improve customer experience

Reassured, the UK’s largest life insurance broker, has announced the launch of a new partnership with Adviser.AI to support their ongoing digital transformation strategy, delivering a more personalised, proactive and supportive experience for customers.

Reassured is using the platform to automate, personalise, and streamline processes such as marketing, servicing enquiries, policy outreach, cross-selling, and customer retention. This reduces admin-heavy tasks for agents, allowing them to focus on delivering the highest quality service for Reassured’s customers.

Adviser.AI is a protection-specific, cloud-based customer engagement and automation platform designed to enhance the way protection companies interact with customers. Through simple communication via email or SMS, the platform elevates customer trust, efficiency, and business outcomes.

Reassured began trialling Adviser.AI in September 2025, using three core products - Retention, Benefit Reminders, and Post‑Sale Checks - with strong results:

• 13% of customers highlighted a vulnerability and requested additional support, enabling Reassured to proactively intervene, provide tailored support and ensure customers fully understood their cover before continuing
• 17.58% of customers got in touch about policy documents, enabling Reassured to educate and help customers understand their documentation
• 5.28% of customers used the review process to update or confirm their application details, improving accuracy for future communication
• 19.14% expressed interest in placing their plan in trust, enabling Reassured to guide them through its universal digital trust process

These insights have enabled faster follow‑up, earlier intervention, and more personalised support, driving better outcomes for customers and advisers.

Laura McGraw, Reassured Chief Customer Officer, said: “At reassured our mission is to deliver the best customer experience, with our new lifetime customer engagement programme recently implemented. Partnering with adviser.AI has been a key enhancement through bespoke interactive digital communications that keeps customers informed, tests customer understanding as well as giving us unique customer insight.”

Luke Ashworth, Founder and CEO of Adviser.AI, said: “Adviser.AI is proud to be supporting Reassured in raising the standard for customer experience in the protection industry.

Our partnership reflects a step-change in customer engagement, combining technology and psychology to move from transactional interactions to proactive, personalised support.

By combining Reassured’s scale and expertise with Adviser.AI’s technology, their customers are better informed, better supported, and ultimately receive greater long-term value throughout the policy lifecycle.”

ENDS