Sterling lifts car insurance quote-to-policy conversion with OpenDialog AI agent
Sterling Insurance Services, part of Adrian Flux Group, says its AI sales agent Selma is turning 40% more car insurance quotes into policies after a 14-week rollout. The tool is now live across 53 Private Car schemes and has been extended to Short Term Car as the insurer pushes to recover shoppers who abandon quote journeys.
Why it matters: - Sterling Insurance Services is converting more quote traffic into paid policies, which directly improves sales efficiency in a market where most online insurance quotes are abandoned. - The company also increased add-on purchases by 9.3%, adding more revenue from customers already in the buying flow. - The rollout shows how an AI agent can recover customers at the point where they are most likely to leave a quote journey.
What happened: - Sterling Insurance Services deployed Selma, the AI sales agent from OpenDialog AI, and says the tool has driven a 40% increase in quote-to-policy conversion. - The system went live in 14 weeks, starting with two learner driver schemes. - Selma is now live across all 53 Private Car schemes. - Sterling has also extended Selma to its Short Term Car product. - The rollout was announced in London on October 6, 2026.
The details: - OpenDialog AI designed Selma to intervene when a customer is about to abandon a quote. - The agent answers questions using the customer’s own quote details and policy wording. - Sterling says the system has been deployed with no compliance or regulatory issues. - The company had already seen results from OpenDialog at its Bikesure brand. - The insurance industry commonly loses 70% to 90% of quote journeys before conversion. - The loss often happens after customers reach a price and still have unanswered questions.
Between the lines: - Sterling’s results suggest the biggest conversion gains may come not from generating more traffic, but from rescuing high-intent shoppers already near the finish line. - The move to cover every Private Car quote indicates confidence in the tool’s accuracy across different schemes. - OpenDialog is positioning Selma as a distribution fix for a long-standing insurance funnel problem, not just a customer-service add-on.
What’s next: - Sterling is likely to keep expanding Selma if the Short Term Car rollout performs like Private Car. - OpenDialog and Sterling may use the early results as a template for additional schemes or product lines. - The companies are betting that better timing and product-specific answers will keep lifting policy conversion without creating compliance problems.
The bottom line: - Sterling says Selma is turning more shoppers into buyers by answering the right question at the right moment, and that is changing the economics of its insurance sales funnel.
Disclaimer: This article was produced by AGP Wire with the assistance of artificial intelligence based on original source content and has been refined to improve clarity, structure, and readability. This content is provided on an “as is” basis. While care has been taken in its preparation, it may contain inaccuracies or omissions, and readers should consult the original source and independently verify key information where appropriate. This content is for informational purposes only and does not constitute legal, financial, investment, or other professional advice.
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