Sun Life: Ella, A Digital Coach for Clients

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15 April 2020
Donald Light

Winner of the 2020 Celent Model Insurer Award for Customer Experience Transformation


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.

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Insight details

Life & Health Insurance
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Insurance, >>Life/Annuities Insurance
Insight Format
Geographic Focus
North America