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      REPORT
      Sun Life: Ella, A Digital Coach for Clients
      Winner of the 2020 Celent Model Insurer Award for Customer Experience Transformation
      14th April 2020
      //Sun Life: Ella, A Digital Coach for Clients

      Sun Life’s Ella initiative provides a great example of how the creation of a friendly and personable interactive digital coach, who provides tips, nudges, and personalized information to Sun Life customers, can increase value for both Sun Life clients and to Sun Life itself. One of the key factors contributing to Ella’s success was how the program was developed through a series of studies with clients focused on language, visual presentation, and personas.

      Sun Life also carefully measured Ella’s impact across several quantitative and financial metrics. For example:

      • Ella has generated a 14% increase in Sun Life’s Client Loyalty (NPS) scores.
      • Ella has lifted client engagement with Bright Ideas by an average of 50% since her introduction in September 2017.
      • In 2019, Ella drove an additional $360 million of wealth deposits.
      • In 2019, Ella drove an additional $650 million in insurance coverage.

      Author
      Donald Light
      Donald Light
      Research & Advisory
      Donald Light
      Details
      Geographic Focus
      North America
      Horizontal Topics
      Customer Engagement, Innovation
      Industry
      Life Insurance