Insurance broker: after-hours enquiries, 90-day build
IllustrativeInsurance brokers · 11–50 people · Faster response times · Better attribution
Client profile
Modelled composite of a regional commercial insurance brokerage. Not a real client and not based on any single engagement.
Starting situation
Two people handling inbound enquiries during office hours. After-hours calls went to voicemail and were rarely returned. No source tracking, so nobody knew how many enquiries were lost or where the good ones came from.
Objective
Capture and qualify every inbound enquiry regardless of hour, and make the source of each one measurable before spending anything on media.
Technology stack
- · CRM (HubSpot or Pipedrive in this model)
- · Business telephony with call forwarding
- · Website live chat
- · Google Analytics 4
- · Calendar (Google or Microsoft 365)
Xiilio services deployed
AI Revenue Systems · AI Search & Revenue Optimisation
AI agents deployed
ARIA · HERALD · NEXUS · CORTEX
Implementation timeline
Days 1–7
Discovery, CRM audit, call and enquiry baseline established before any change is made.
Days 8–21
NEXUS connects telephony, chat, CRM and calendar. Source and timestamp written on every enquiry.
Days 22–35
ARIA deployed on out-of-hours calls and web chat, with escalation rules and a human takeover path.
Days 36–60
HERALD follow-up sequences on unanswered enquiries, consent and suppression checks in place.
Days 61–90
CORTEX weekly briefings; reporting reconciled against the CRM before any figure is quoted.
Baseline vs 90 days
Leads (all enquiries)
IllustrativeBaseline
Not tracked
90 days
Not modelled
How it's calculated: A real record counts distinct inbound enquiries in the CRM with a first-touch source and timestamp, deduplicated by email and phone. No number is modelled here because a modelled lead count reads as a claim.
Qualified leads
IllustrativeBaseline
Not tracked
90 days
Not modelled
How it's calculated: Enquiries meeting the written qualification criteria agreed with the client (need, authority, timing, and in-scope product), marked in the CRM by a human or by ARIA with a human review sample.
Meetings booked
IllustrativeBaseline
Not tracked
90 days
Not modelled
How it's calculated: Calendar events created from an enquiry, counted net of cancellations and no-shows at the 90-day mark.
Pipeline
IllustrativeBaseline
Not tracked
90 days
Not modelled
How it's calculated: Sum of open opportunity values in the client CRM created in the measurement window, at the client's own stated deal values, undiscounted by probability unless stated.
Revenue
IllustrativeBaseline
Not tracked
90 days
Not modelled
How it's calculated: Closed-won revenue booked in the window and reconciled against the client's invoicing. Revenue is only ever quoted when the client confirms it in writing.
Advertising spend
IllustrativeBaseline
£0
90 days
£0
How it's calculated: No media programme in this model — the work is response capture, not acquisition. A real record states gross platform spend per channel, excluding agency fees.
Xiilio fees
IllustrativeBaseline
n/a
90 days
Quoted per engagement
How it's calculated: Total invoiced Xiilio fees for the measurement window, including build and monthly platform fees. Published only with client consent; see the pricing page for current bands.
Unit economics
CAC
IllustrativeHow it's calculated: (Advertising spend + Xiilio fees) ÷ new customers acquired in the window. Existing internal salary costs are excluded and that exclusion is always stated.
ROAS
IllustrativeHow it's calculated: Revenue attributed to paid media ÷ gross media spend. Platform-reported ROAS and CRM-reconciled ROAS are always reported separately because they disagree.
ROI
IllustrativeHow it's calculated: (Attributed revenue − advertising spend − Xiilio fees) ÷ (advertising spend + Xiilio fees), expressed as a percentage, using CRM-reconciled revenue only.
Attribution methodology
Not applicable. Nothing was measured on this record. A real record states the attribution model (platform-reported, CRM-recorded or reconciled), the lookback window and the known overlaps.
Screenshots, charts and before/after
- · Screenshots: None published. Screenshots only appear where the client has given written permission and Xiilio holds the matching source export.
- · Charts: None published. Charts are generated from the same export as the tabled figures, never redrawn by hand.
- · Before/after: None published. Before/after comparisons require a baseline captured before the work started, which is why baselines are recorded in week one of every engagement.
- · Permission: No permission sought — there is no client on this record.
Customer quote
None. Quotes are only published with written client approval.
Verification status
Illustrative. No client, no measurement, no outcome claimed. Published to show the standard a record must meet before it appears here.