The challenge:
Scaling operations while maintaining a premium customer experience
YuLife's mission is to inspire people to live their best lives every day, using technology and financial services as a force for good. It empowers businesses to look after their people with insurance that protects their futures, alongside a well-being program and app with rewards for walking, cycling, mindfulness, and actions that inspire a healthy life today.
In the early days, YuLife relied on manual spreadsheets and a mix of different software, which it outgrew in no time. As it flourished from a startup with just 40 customers to a scale-up serving over 1,200 organisations, YuLife faced the challenge of maintaining a high-touch, personalised approach while expanding operations across multiple teams and regions.
For customers, this complexity impacted the rapid product innovation and responsive service they had grown to expect as the YuLife team was spread thinner without the precise data and unified tools they needed.
Shay Khosrowshahi, Head of RevOps at YuLife, explains: "Being a fast-paced startup, we have had to continuously evolve throughout the years. With so many different teams and ideas across the business, aligning everyone to one common goal has been our biggest challenge."
YuLife needed a holistic business solution that could:
- Unify data and processes across sales, marketing, customer service, and product development
- Scale effortlessly as the company expanded into new markets
- Provide real-time insights to drive decision-making and optimise customer experiences
- Automate complex workflows to maintain efficiency as the business grew
The Solution:
HubSpot as the central nervous system for growth
YuLife chose HubSpot as its first major software investment, implementing it less than a year after its founding. As YuLife has scaled, so has HubSpot, which now serves as the central platform for the entire customer lifecycle.
"HubSpot has grown with us from a small team in one room to over 200 employees across multiple countries," says Lauren Berkemeyer, CMO at YuLife. "We see it taking us through as we transition into a multinational."
YuLife wanted to unify its data, processes, and communication across every customer engagement for fast and consistent service, so they chose Service Hub, Sales Hub, Operations Hub, and Marketing Hub to deliver this enterprise-wide outcome.
Custom integrations bring everything together securely
YuLife's proprietary core insurance management platform seamlessly integrates with HubSpot, enabling real-time, two-way synchronisation of essential data while exceeding the insurance sector's strict security and compliance standards.
They also leverage integrations with tools like Zapier for additional flexibility, 6sense Revenue AI™ for advanced account targeting, and Slack for collaboration.
Data-driven decisions and workflow automations
Operations Hub powers workflows across every stage of the customer journey, from lead nurturing to renewal processes, saving thousands of hours each month.
HubSpot's reporting and analytics capabilities provide YuLife with actionable insights, enabling them to continuously refine their processes and improve customer experiences. This data-driven approach allows YuLife to give customers offerings tailored to their changing needs, ensuring personalised and cost-effective insurance solutions.
Quote automation saves thousands of hours
With over 4,000 quotes generated annually, YuLife's integration between their core insurance platform and Sales Hub has dramatically reduced the time and resources required for complex pricing calculations. Operations Hub facilitates this seamless integration, enabling automated pricing calculations and quote generation, saving thousands of hours per month.
Customers also receive accurate and personalised quotes with features that match their needs and usage to maximise the business benefits and return on investment.
Accelerated lead management and response times
Using Marketing Hub, YuLife creates targeted landing pages and multi-channel marketing campaigns to generate leads. These leads are then managed through Sales Hub with a direct Slack integration, enabling a quick 5-minute average response time.
This rapid response contributes to an impressive 35% conversion rate from Marketing Qualified Leads to Sales Qualified Opportunities. The detailed lead-to-customer journey ensures no opportunity falls through the cracks and customers get a response fast.
Industry-leading customer retention
YuLife has achieved a 98% customer retention rate, ~20% above the industry average of 82%. Service Hub is crucial in powering customer nurturing workflows and enabling proactive and personalised account management with automated alerts, task assignments, and follow-ups.
The team uses Service Hub’s feedback surveys to gather customer feedback at key touch points, creating a feedback loop that informs product development and rapid issue resolution.
Value-based selling drives close rates
The combination of HubSpot's segmentation capabilities and deal management features enables YuLife to implement its value-based selling approach effectively. This has resulted in close rates approximately three times higher than traditional insurance providers.
Visual reporting and accountability at a glance
YuLife leverages Sales Hub's deal tags and colour-coding features for improved visibility and accountability in their sales pipeline management.
"Adding colour-coded deal tags has been instrumental in providing a quick visual overview of our pipeline. Managers can easily identify deals that need attention or intervention," explains Damon Smith, CRM Manager at YuLife.
Multi-regional support
HubSpot facilitates YuLife's operations across different regions, including the UK, South Africa, and Japan, with plans for expansion into the US market. With the UK platform established, it is fast to deploy robust systems and get staff up and running in new markets.
The Transformation:
Streamlined operations and enjoyable customer interactions
By leveraging HubSpot's comprehensive platform, YuLife has achieved remarkable results:
Unified customer view
"HubSpot gives us a robust yet flexible foundation to achieve our ambitious growth goals. It's the central nervous system of our operations, providing a single source of truth across all departments," says Damon.
Not only does this make life easier for internal teams, but customers know that whoever they talk to across any channel will be fully up to speed on their solution to fast-track results and issue resolution.
Scalable growth
YuLife is proof that HubSpot can scale effectively with a growing company. "Throughout our lifecycle and different growth phases, we've proven that HubSpot can handle our needs as we've scaled from 40 to over 1,200 customers," notes Shay.
Positioned for global success
As YuLife eyes expansion in Japan and South Africa, as well as US market entry, HubSpot remains central to its growth strategy.
The platform's scalability aligns perfectly with YuLife's innovative approach to insurance and employee wellbeing, enabling them to bring their unique, customer-centric insurance model to new markets and positively impact more lives.
"As we grow at an exponential pace and deepen relationships with carrier partners, the volume of business we'll be managing will be much larger," says Lauren. "Having HubSpot as our foundation sets us up for a position of scale as we transition from a startup to a scale-up and now into 'grow-up' mode."
.jpg?width=120&height=120&name=Lauren_Headshot%20(1).jpg){kind=avatar}
-1.png)
.png)
.png)
.png)
-1.png){kind=logo}
