MetLife Auto and Home had a problem: The company wanted to increase the amount of auto insurance policyholders it acquired through its relationships with employer groups on dental and life insurance products. But the process wasn’t nearly as simple as selecting a dental insurance price from a menu of options. Even though the outreach and acquisition is through a group, auto insurance policies are the same individual contracts one would acquire in the standard marketplace. That meant if employees were interested in getting a preferred rate, they still had to complete the standard application for insurance, which involved about 50 data points.

“We wanted to take advantage of 20 million eligible customers in our universe, and auto is the biggest thing we offer,” says Scott Kuczmarski, senior vice president of the group business for MetLife Auto & Home. “But what’s the problem? Dental is price ‘A’ or ‘B’, and auto has a thousand questions. So we thought: How can we more effectively communicate?”

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