Case Study: Safeco Insurance achieves 33% higher agent engagement and rapid enrollment growth with Sitecore

Safeco integrates Sitecore and Salesforce to grow revenue and reduce costs

Safeco Insurance, a Liberty Mutual company with a network of about 100,000 independent agents, faced low personalization and limited cross-channel engagement despite investments in Salesforce and SharePoint portals. The company needed to scale targeted, relevant communications to keep agents selling Safeco products; after evaluating CMS and digital experience platforms, Safeco selected Sitecore, implementing the Sitecore Experience Platform (XP) to modernize its agent experience.

Sitecore worked with Safeco to integrate Sitecore XP with Salesforce Marketing Cloud and Salesforce Sales Cloud, build a unified data lake, and automate personalized, cross-channel agent journeys. The solution improved data integration and audience insights, enabled timely, behavior-triggered campaigns, and delivered a consistent experience across web, email and social. Early results were strong: 799 new agent enrollments in month one — 33% higher than Safeco’s previous best month — plus markedly higher engagement and better re‑engagement of unresponsive agents.

Safeco Insurance

Ashlee Lochbaum

Marketing Technology Strategist