Roojai Insurance, one of Thailand’s leading online insurance providers, has almost doubled its sales per agent since adopting a full suite of Salesforce tools to enhance its digital customer experience. The company’s focus on user-friendly, affordable insurance has been supported by Salesforce’s integrated cloud platform, leading to improved customer engagement and increased agent productivity.
A new foundation for insurance operations
Since launching in 2016, Roojai has grown rapidly in Thailand’s insurance market, and in 2022 became the first Thai insurance provider to expand into Indonesia. While the company initially layered Salesforce Service Cloud on top of its traditional platform, operational challenges such as high costs and limited flexibility led to a strategic decision to move entirely onto Salesforce.
Now, Roojai runs its insurance operations using Salesforce as the core system. Sales Cloud powers real-time customer transactions and online payments on the Roojai website, while Marketing Cloud manages communication across the customer lifecycle, including sales, renewals, claims, and collections. These processes are automated through email, SMS, push notifications, and calls, creating a smoother and more responsive experience.
The integration with Salesforce Heroku also gives customers access to MyAccount, Roojai’s self-help service platform. All customer interactions are logged into Salesforce, giving staff a single, consolidated view and enabling more efficient and targeted service delivery.
Significant improvements in performance
By shifting to Salesforce, Roojai has been able to improve conversion rates and agent efficiency. A key example is the “Call Me Back Now” feature, which saw its conversion rate rise from 32% in October 2022 to 42% in May 2023. This has since stabilised, showing consistent performance.
Sales productivity has also improved. The number of sales per agent has increased significantly, from 80 in 2022 to 150 in 2024. This leap reflects both better systems and more effective customer targeting driven by real-time data insights.
Gratiano Yeung, Chief Customer Officer at Roojai, said, “At Roojai, we’re innovating continuously to deliver what our customers want – straightforward, user-friendly and high-quality insurance offerings that are also affordable. 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.”
Flexible, scalable technology for regional growth
Salesforce’s technology has allowed Roojai to quickly roll out improvements and bring new services to market without large capital investments. With all functions running on one integrated system, the company is able to adapt swiftly to customer needs and replicate its operations in new markets.
Thitirat Tongtavorn, Country Leader, Salesforce Thailand, said, “In a highly competitive industry like insurance, providing simple, seamless and personalised offerings is essential for customer acquisition and satisfaction. We’re thrilled to collaborate with a customer-centric organisation 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.”
As Roojai continues to expand across Southeast Asia, its digital-first strategy and partnership with Salesforce are expected to remain central to its growth plans.
