Sunday, a leading InsurTech firm based in Thailand, has scaled its proprietary AI-powered personalised insurance services to over 330,000 customers, using Salesforce’s suite of solutions to support operations and drive business growth. With the help of Sales Cloud, Service Cloud, Tableau, and Slack, the company has built a unified platform that supports its expansion across Southeast Asia, particularly in Thailand and Indonesia.
Founded in 2017, Sunday began as a B2B health insurance provider offering customised group health solutions. It has since grown to include partnerships with B2B and B2C platforms in sectors such as motor insurance and smartphone protection. The company also expanded into the direct-to-consumer space with its own online channel and launched operations in Indonesia in 2022, first as a licensed broker and now as a full-fledged insurance provider.
Salesforce has been central to Sunday’s ability to manage diverse business models and regional operations. The integrated platform brings together sales, customer service, communications, and analytics into one system, offering visibility and consistency across the business.
Streamlined customer engagement across all channels
Sales Cloud enables Sunday to support its B2B2C model effectively by tracking leads, managing commissions, and segmenting customers based on behaviour, engagement, and purchase history. The system logs every customer interaction across sales and service channels, maintaining a consistent experience even as users move between corporate and personal products.
Service Cloud powers Sunday’s ticketing and support system, which handles claims, refunds, cancellations, and customer complaints. It gives service teams access to a customer’s full history and centralises communications from various channels, allowing for faster, more informed responses.
This centralised approach supports seamless operations across B2B, B2B2C, and D2C models. Real-time API integrations also help sales and service teams access live policy and claims information, making it possible to deliver personalised offers to Sunday’s growing customer base. The use of automation and data from Salesforce improves targeting and conversion rates while reducing the need for manual processes.
Collaboration and insights through Slack and Tableau
Sunday also uses Slack to facilitate internal communications between departments and across locations. The platform helps teams manage urgent service cases, sales leads, and other operational updates efficiently.
In parallel, dashboards built using Tableau provide the company’s leadership and investors with live data on key performance indicators, including claims trends, customer growth, and overall profitability. These insights help Sunday respond quickly to changes in the market and guide decision-making.
“Salesforce is not just a CRM tool for us. Together, we’ve built a strong and connected AI-powered platform that has been the foundation of our business as we transitioned from a purely B2B model to one that serves both insurance partners and consumers directly,” said Dhanadham Pokthitiyuk, Chief Marketing Officer, Sunday. “We’re looking forward to our continued collaboration to deliver greater personalisation, enhance operational efficiency and power the innovation strategy for our next phase of growth.”
Exploring the future with AI agents
As part of its regional growth strategy, Sunday is exploring the use of Agentforce, Salesforce’s digital labour solution, to increase operational efficiency. The tool offers AI agents capable of handling basic enquiries, allowing human agents to focus on more complex cases such as accident claims and emergency services.
“Agentforce gives insurers space for what’s most important, their customers. Organisations get easy access to pre-built, role-based AI agent templates that augment financial services teams with digital labour and automate key front-office tasks,” said Vernon Cheo, Head of Emerging Small Medium Business, Salesforce ASEAN. “It’s great to collaborate with forward-thinking companies like Sunday to reimagine the future of insurance in the region.”
