Vitality is one of the UK’s most innovative and fast-growing life and health insurance providers, known for its unique approach to rewarding healthier living. As part of the Discovery Group, Vitality focuses on combining financial protection with well-being and engagement programs that help customers lead better lives.

To enhance operational efficiency and strengthen customer engagement, Vitality partnered with The CRM Team to completely transform its lead management and sales process through Microsoft Dynamics 365 CRM. This digital transformation delivered exceptional results — doubling the team’s contribution to group income within just seven months, and paving the way for sustained growth and higher sales targets.

Vitality’s UK Direct-to-Customer (D2C) division relied on a slow, manual lead management process. Leads from its website required manual handling and Excel-based extraction before reaching sales agents — often delayed by over an hour. This lack of automation caused missed opportunities and reduced conversion rates.

Vitality needed a solution to centralize its customer data, automate workflows, and improve conversion speed.

With guidance from The CRM Team, Vitality implemented Microsoft Dynamics 365 CRM Online to automate and optimize its entire lead management process. The solution was designed using agile delivery principles, allowing for rapid deployment and continuous improvement.

The CRM Team delivered the initial working solution in just six weeks, which was then refined to suit Vitality’s growing sales goals.

The transformation was immediate and measurable. With Dynamics 365 in place, Vitality’s D2C team eliminated manual bottlenecks and achieved outstanding business results.

Results Achieved:

Vitality’s leadership recognized early on that Microsoft Dynamics 365 offered flexibility and integration unmatched by other platforms. The CRM system introduced new capabilities like propensity modeling, web chat support, and predictive analytics, giving the sales team deeper insights into customer behavior and needs.

The improved workflow enabled agents to act faster, reach more leads, and deliver personalized service at every touchpoint.

Vitality’s adoption of Dynamics 365 set a new benchmark for digital transformation in the insurance industry. The platform now serves as the backbone of its customer engagement strategy — combining automation, analytics, and human expertise.

With The CRM Team’s ongoing partnership, Vitality continues to evolve its CRM capabilities to support expansion and innovation in a fast-changing market.

Through collaboration with The CRM Team, Vitality reimagined its sales operations with Microsoft Dynamics 365 CRM. The results speak for themselves:

Vitality’s success illustrates how technology, when strategically applied, can transform traditional sales processes into intelligent, scalable growth engines.