The document discusses how the US insurance market needs to become more customer-focused by adopting a unified enrollment and distribution platform with a single customer view across all channels. This will allow for improved customer understanding, engagement, and reduced costs. A modern, unified SaaS platform can integrate existing systems while testing thousands of marketing messages in real-time to optimize customer acquisition and retention through personalized experiences. Data analytics are crucial to understand customer behavior and continuously improve the customer experience.

1.
1
It’s
ALL
about
the
customer
The
US
insurance
market
needs
to
change
to
adopt
a
customer-­‐focused
approach
and
to
create
a
more
engaging
and
personal
user
experience.
Multi–channel
distribution
is
key,
and
requires
a
new
and
unified
enrollment
and
distribution
platform
with
a
single
customer
view,
shared
and
coordinated
enterprise
content
management,
business
rules,
data
analytics,
and
predictive
modeling.
Modern
technology
solutions
allow
the
legacy
divide
of
front
and
back-­‐office
to
be
seamless,
to
be
shared
and
updated
online,
with
enhanced
customer
self-­‐service
reducing
the
need
for
data
input,
improving
customer
response,
reducing
costs
and
creating
lasting
efficiencies.
A
unified
SaaS
platform
that
can
join
up
rather
than
replace
existing
systems
and
share
data
and
content
can
vastly
improve
customer
understanding
and
engagement,
whilst
substantially
reducing
data
processing
costs.
The
same
SaaS
platform
can
easily
be
re-­‐configured
and
branded
to
provide
multi-­‐channel
marketing
and
distribution
for
worksite,
affinity,
direct
to
consumer
and
agent
assisted
sales
with
the
significant
advantage
of
a
unified
customer
view
across
ALL
channels.
Unlike
other
more
customer-­‐focused
markets,
the
insurance
industry
seems
to
have
taken,
literally,
Harry
Truman’s
words:
“If
you
can’t
convince
them,
confuse
them.”
So
how
do
you
convince
customers
to
buy
insurance
without
the
help
of
a
sales
agent?
Customer
data,
analytics,
and
the
ability
to
‘test
and
learn’
are
all
essential,
as
without
them
it
is
not
to
accurately
measure
results
or
to
make
continuous
improvements.
It's
possible
to
conduct
'test
and
learn'
in
real
time,
such
that
thousands
of
marketing
messages
can
be
tested
across
different
customer
groups
to
optimize
ROI.
And
because
any
number
of
marketing
messages
and
combinations
can
be
created,
supported
and
tested
concurrently,
self-­‐learning
algorithms
can
do
the
analytics
for
you,
continuously
monitoring
results,
learning
what
works
best,
and
favoring
the
messages
that
deliver
the
best
results.
The
goal
of
real-­‐time
data
analytics
and
content
management
is
to
steer
and
influence
customer
behavior
in
the
same
way
that
a
knowledgeable
sales
person
would.
The
benefits
of
getting
it
right
are
substantial,
regardless
of
the
distribution
channel,
as
ultimately
Insurance
Carriers,
brokers
and
customers
have
the
same
interests.
The
difficulty
until
now
has
been
creating
a
unified
platform
that
can
join
the
dots
and
create
a
more
efficient
market,
built
around
the
customer.

2.
2
The
reality
in
the
new
digital
age
is
that
customers
will
quickly
vote
with
their
feet,
leaving
and
not
returning
when
a
customer
engagement
experience
is
poor
and
impersonal.
Even
worse,
they
may
post
negative
feedback
on
social
media
sites.
The
acid
test
is
the
number
of
customers
purchasing
and
recommending
your
site,
and
how
this
improves
over
time.
Afinium
believes:
‘If
you
can’t
measure
it
you
can’t
fix
it’,
and
this
is
the
essence
of
customer
centricity
and
engagement.
Data,
analytics
and
customer
insights
are
critical
to
understanding
and
improving
the
customer
experience,
and
increasing
sales.
Engaging
in
a
dialogue
with
reality
(customer
data)
is
the
essence
of
this.
There’s
much
talk
about
Big
Data
-­‐it’s
everywhere-­‐
and
has
become
something
of
a
buzzword.
Even
the
insurance
industry,
which
has
lagged
behind
other
sectors
like
Fast
Moving
Consumer
Goods
(FMCG),
has
finally
woken
up
to
its
importance.
But
there
are
several
challenges
to
using
data
effectively
to
drive
revenue:
A. There
is
so
much
data,
not
just
traditional
data
but
behavioral
data
and
data
exhaust,
the
footprint
left
by
customers
and
advisors
as
they
interact.
How
do
you
collect
it,
what
parts
are
important,
what
should
be
retained
and
what
discarded?
Many
insurance
carriers
have
legacy
systems
and
have
limited
ability
to
interface
directly
with
customers.
Many
also
use
outsourced
enrollment
solutions,
often
managed
by
TPAs
or
brokers.
So,
customer
data,
which
has
the
greatest
value,
may
not
be
available
without
change.
B. The
next
challenge
is
finding
the
relationships
and
patterns
in
the
data
that
will
lead
to
valuable
insights,
directly
measurable
results
and
ROI.
C. Data
is
most
valuable
when
it
can
be
acted
upon
immediately
to
steer
and
influence
client
behavior.
Its
value
decreases
with
time.
It’s
the
data
insights,
the
nuggets
of
gold
hidden
inside
corporate
vaults
that
are
so
valuable.
D. The
ultimate
goal
is
to
collect
and
analyze
data
in
real
time,
and
use
this
to
steer
and
influence
‘live’
customer
behavior,
for
instance
during
the
sales
or
enrollment
window,
or
during
a
marketing
campaign
as
clients
interact
with
your
websites
and
inquire
about
products
and
services.
The
ability
to
collect
and
analyze
data,
and
to
use
these
insights
and
learnings
to
change
web
content,
prices,
process
and
even
call
center
interaction,
is
equivalent
to
winning
the
Nobel
Prize
in
marketing.
However,
within
highly
regulated
industries
like
US
financial
services
the
additional
challenge
is
ensuring
that
the
personalized
content
and
policy
information,
including
the
correct
compliance,
legal
and
state
consent
wordings
are
also
delivered.
So
scalable
distribution
requires
a
unified
distribution
and
enrollment
platform
with
shared
enterprise
wide
content
management,
AND
a
configurable
rules
engine
to
provide
guaranteed
compliance
across
millions
of
web
interactions,
even
though
the
language,
content,
and
price
points
of
each
one
may
be
uniquely
personal
to
that
customer
or
group.

3.
3
The
solution
The
good
news
is
that
setting
this
up
is
not
as
difficult
as
it
sounds.
Rather
than
replacing
legacy
systems,
Afinium's
Stream
web-­‐interface
makes
it
simple
and
easy
to
connect
them.
Rather
like
the
plumbing
in
a
house,
it
can
join
disparate
systems
to
allow
data
to
flow
seamlessly,
further
reducing
data
processing
costs,
whilst
creating
a
single
view
of
the
customer.
Stream
can
use
this
data
to
dramatically
enhance
the
customer
experience
with
existing
website
sites
and
enrollment
systems,
and
to
create
new
branded
web
sites.
Stream
becomes
the
enterprise
wide,
shared,
customer-­‐facing
content
management
and
enrollment
solution.
As
a
secure
cloud-­‐based
solution
it’s
quick
to
set
up,
and
completely
configurable.
This
allows
insurance
carriers
to
follow
the
same
processes,
to
link
and
share
data
with
legacy
and
third
party
systems,
while
maintaining
complete
control
of
data
and
content
management,
and
being
able
to
respond
immediately
to
sales
opportunities
before
they
are
lost.
Stream
is
a
Configurable
Market
place
for
carriers
and
distributors,
which
allows
you
to
put
your
customers
and
brokers
at
the
very
center
of
what
you
do
by
joining
your
internal
and
external
data
and
software
points
to
create
unity
and
customer
intelligence.
Stream
becomes
the
central
point
for
client
and
web
interactions,
data
and
analytics,
replicating
existing
sales
and
enrollment
sites,
and
allowing
real
time
content
so
be
served
based
on
‘live’
data
analytics.
It
allows
‘test
and
learn’,
such
that
thousands
of
marketing
messages
can
be
tested
concurrently
across
different
customer
groups,
providing
valuable
insights,
and
allowing
the
most
effective
marketing
message
to
be
delivered
each
time
based
on
client
interactions
and
behavior.
As
a
result
sales
and
marketing
ROI
are
guaranteed
to
improve.
After
all,
the
market
never
lies.
For
more
information
contact:
Robert.paterson@afinium.com
or
Jim.ouimet@afinium.com

4.
4
WHO ARE AFINIUM?
Afinium was established in 2012 as a result of the acquisition of two former software
companies and personnel that have spent over 20 years in creating CRM systems
and programs for a wide variety of sectors and industries spanning Asia, Europe and
the Americas
MANAGEMENT TEAM
•Robert Paterson, Chairman. 25 years in financial services & software development
in the UK and USA. Created the leading web-based employee benefits platform in
the UK (Mybenefits), which was later sold to Aegon. Co-founder in Afinium,
•Matthew Hooper, CEO. 30 years in sales and marketing. Left Diageo in 1989 to
found Interfocus Group, building it in to a £85 million, top UK 10 marketing agency,
with global blue chip clients, selling in 2003. Ex-Chairman of MAA, Co-founder in
Afinium.
•Andrew Allsopp, Chief Technical Officer. 15 years in technology sector including 9
years in financial services designing technology solutions initially with AEGON Benefit
Solutions as CTO 1999 – 2006. software architect for FleX 2006 – 2008. Co-founder in
Afinium.
•Markus Rafferty, Deputy Chief Technical Officer. Over 10 years in the Technology
sector. Senior and lead Developer for leading UK online retailer my-wardrobe.com,
CTO for Bright Network
•James Ouimet, President Marketing and Sales. 30 years in financial services.
Director, Personal Insurance Marketing at Metropolitan Life Insurance Company,
President & CEO at Kentucky Home Mutual Life Insurance Company. Vice President
Brokerage Sales - Medical Life Insurance Company leaving in 2005 to start. James
Consulting Group – Owner/Consultant. Co –founder in Afinium.
•Roslyn Hurt-Steverson - Senior USA Project Manager. 18 years in insurance &
financial services; 5 years in the public and non-profit sectors. Information
Technology Project Coordinator at AIG in Employee Benefits, Affinity Benefits and
Voluntary/Worksite Benefits, 2002-2013. PMI-Certified Project Manager.

5.
5
What is Stream?
Stream is a unified self-service, rules based, enterprise SAAS platform that allows the
delivery of any number of sophisticated and regulated financial products in a highly
customer centric, personalized and compliant manner to any number of end users
simultaneously. It provides seamless distribution, marketing and enrolment capability
across Affinity groups and Associations, as well as Worksite and Direct to Consumer.
With the inbuilt ability to analyze customer and behavioral data in ‘real time’ it can
steer and influence purchase behaviour such that it optimizes sales and marketing
performance. Stream’s ability to work across different business units provides greatly
enhanced data quality, analytics and market insights that can be applied enterprise
wide and instantaneously.
With no requirement for bespoke vendor software development or IT skills to
operate, Stream delivers 99% of what a Customer requires to better their business,
out of the box.
Stream allows users to:
Build and Manage Sites More Efficiently:
• Create and manage any number of individually branded Affinity groups and
Associations on a single unified technology platform that allows immediate changes
and updates to be published to individual web sites, products, TPA’s, or across the
group.
• After the initial set up / training websites can be created in hours, and changes
made in minutes without requiring IT or external support.
• Flexibility to create Exchange type websites with guided product selection, eligibility,
pricing and recommendations, and educational tools to facilitate sales.
• Give certain rights/permissions to people or departments to create, or review
creation of client portals.
• Work collaboratively, saving time and money, by delegating management/
publishing rights to compliance, marketing, TPAs, Associations.
• Work automatically (and self-optimizes) on any platform, pc, mobile, tablet etc.
• Integrate with call centers / TPAs / live chat/ and share enrollment data to allow
remote completion of partial applications.
• Allows ALL data to be saved and re-visited, including real time alerts and reports to
allow immediate follow up and recover lost sales.
• Create compliant e-signature, on pc, tablet, or phone.

6.
6
Differentiate / Increase Sales:
• New business tool – create new web portals for Associations / direct marketing with
better user experience, more functionality, data analytics and marketing
functionality.
• Increase sales by offering insurance products in a highly customer-centric,
personalized, and compliant manner, and to any number of consumers
simultaneously.
• Stream any content of rich media in any format (i.e. video), as well as avatars and
guided help, to enhance each customer experience.
• Make real- time changes to communications content, layout and products to
optimize sales & marketing ROI for each person based upon previous outcomes.
• Make immediate changes to compliance updates, state consent notices, prices,
marketing messages and offers, review these changes, and go ‘live’ at the push of a
button.
• Conduct ‘test and learn marketing’ in a live environment using different messages
and automatically deliver ‘best’ message to optimize marketing ROI.
• Use Stream’s inbuilt algorithms and reporting to optimize sales and marketing or
export data and analytics for further analysis.
• Provide detailed analytics/ ROI and information and recommendations to TPAs and
Associations based on what works best.
• To identify eligibility, calculate pricing, and provide personal reasons why a customer
may wish to purchase additional products or coverage (up sales and cross-sales) in
the way that the TPA’s best sales person would.
• Carve out ’real estate’ on the portal for Customer’s client use, i.e. for internal
messaging, association member communications.
• Provide every TPA with their own unique websites, and each end user with their own
personal portal to keep policies, make a claim, receive news, marketing offers and
updates etc.
Improve Performance and Sales:
• Quickly set up / self-configure new cases/sites without technical or IT support, saving
time and money.
• Allow any nominated users to make ‘controlled’ self-service changes for greater
speed and efficiency.
• Rapid census data up-load, with reflective questioning to identify product eligibility,
personalize communication, price, underwriting and the enrollment experience for
each customer.
• Optimize sales even during ‘live’ open enrollments using inbuilt data analytics and
self-learning algorithms.
• Inbuilt ‘Test and Learn’ allows multiple messages / content / rich media or screen
layouts to be tested concurrently thousands of times to optimize products and

7.
7
marketing, creating hugely valuable insights that will lead to continuously improved
ROI.
• Ability to report on whatever you want, data, transactions, behavior, trends,
customer insights etc., and export data for further analysis. Then upload any ‘big
data’ insights into Stream to test and validate in the real market.
Simplify Admin & Data Processing:
• Through APIs, allow for any census / customer data to be pre-loaded, interrogate
underwriting, integrate with Call Centers, social media, send client and behavioral
data in any format to anywhere, for though processing, data analytics, marketing,
reporting etc.
• Map the customer data to carrier PDFs, whilst sending the data electronically for
through processing / policy issue, therefore avoiding the need for the customer, TPA
or carrier to re-key ANY data.
• Middleware and data configuration tools can join up the front and back office by
allowing faster re-configuration of sales / enrollment processes, and allow data to be
mapped in any format to allow simplified integration with legacy / third party
systems.
Stream is the most flexible and advanced platform on the market, designed to meet
the demands of both today’s business and end users. It allows for the creation of
numerous branded websites that deliver one to one personalized relevant
communication focused on improving marketing and sales ROI, and reducing costs
through better systems and data integration.