Executive Summary

A specialised insurance brokerage serving medical aesthetic practices across the United States was converting less than 20% of 700-800 monthly qualified leads. Agents spent 70% of their time on data entry. We delivered a context-aware automation system that tripled conversion rates, eliminated $200,000 in annual technical debt, and enabled 10x scaling without additional staff.

The Challenge

Medical aesthetics insurance is uniquely complex. Every US state has different regulations, risk profiles vary dramatically between Botox and surgical procedures, and provider types range from physicians to aestheticians. The brokerage's legacy system couldn't handle this complexity intelligently.

The real problem was hidden in plain sight: 85% of their middleware was just moving data between boxes. No logic, no value — just complexity that slowed everything down and caused 60% of applicants to abandon the process entirely.

What We Built

Intelligent Question Routing

We developed a dynamic questioning system with 200+ logic rules that adapts like an experienced human agent. It understands that a California Botox provider needs different coverage than a Texas laser clinic, and routes each applicant through the optimal question path.

The system qualifies applicants for multiple insurance products simultaneously whilst checking state-specific compliance requirements in real time.

Architectural Simplification

We eliminated the unnecessary middleware layer entirely, replacing a three-layer architecture with direct API connections. This delivered 66% faster response times and 4x fewer failure points whilst actually improving security through simplification.

Document Automation

Insurance applications now generate 90% pre-completed based on the qualification data, with electronic signatures and direct carrier submission. What previously took hours of agent time completes in 20 minutes.

Implementation Approach

We ran both systems in parallel throughout the transition — zero risk to live operations. Feature flags enabled gradual rollout with instant rollback capability. A/B testing validated performance improvements before full deployment.

Results and Business Impact

The transformation delivered across every metric that matters:

Why It Worked

Generic insurance platforms failed here because they treated every applicant the same. Our system succeeded by encoding deep domain expertise — state regulations, service risk profiles, provider licensing requirements — into intelligent automation.

The brokerage now has a competitive moat their traditional competitors cannot replicate. While others still use paper forms and manual processes, they convert at rates the industry has never seen.

Key Takeaway: Most 'complex' systems aren't complex — they're just complicated. When you understand the actual business context, you can build simple solutions that work brilliantly.