Case Study: Standard Life achieves 20% increase in lead conversions with Salesforce

Standard Life helps more people achieve their financial goals with Salesforce

Standard Life, a nearly 200‑year‑old financial services firm serving 4.5 million customers and supporting around 3,000 UK financial advisers with £60bn in assets under administration, needed to modernise and re‑energise its CRM to scale adviser engagement, improve adviser and customer experiences, and drive higher conversion and productivity across its platform sales organisation.

By upgrading to Salesforce Lightning and Sales Cloud, introducing personalised dashboards and mobile access, and using Trailhead for user adoption (with Einstein analytics planned), Standard Life created a continuous feedback loop of richer data and streamlined processes. The changes lifted lead conversion by 20%, saved about four hours per week per salesperson (adding ~10% capacity), cut manual interventions by 50%, turned 30% of previously discarded advisers into live opportunities, and helped marketing generate 4x more opportunities with a 10% conversion rate.

Standard Life

Duncan Muir

Head of B2B CRM