Case Study: Vitality doubles call conversion rates with Growth Intelligence

How Vitality doubled conversion rates with AI

Vitality, the UK health and life insurer, was facing a common B2B challenge: its outbound telemarketing was becoming less efficient as the market grew more crowded and data quality became exhausted. Although the company already used internal propensity models, sector and turnover data alone were no longer enough to reliably predict which businesses were most likely to buy.

Growth Intelligence analyzed Vitality’s historical prospecting data and used AI to uncover stronger buying signals, building a model that identified more than 130,000 new in-market companies. These prospects were routed directly to telesales teams, while poor-fit contacts were removed from the database. As a result, Growth Intelligence helped Vitality double its call-to-appointment conversion rate, reduce cost of acquisition by 24%, and improve team morale.

Vitality

Ross Dowson

Director of Direct Sales