Horace Mann’s 40% Lift in Policy Bind Rate
Driving Conversions Through Call and Text Outreach
“CSG is a true partner. They bring ideas that often save us money and help us succeed."
-Moff Stephen, VP of Strategy & Enablement, Horace Mann
Executive Summary
Horace Mann partnered with CSG to address a common challenge: converting quoted-not-sold prospects into active policyholders.
By implementing a structured call and text campaign and measuring results through a test/control framework, Horace Mann was able to reach 40% more educators and get them covered at a 75% lower cost per acquisition than their target – All while improving operational efficiency and agent morale.
Overall Results
40%
Conversion Impact:
40% lift in bind rate between test vs control for quoted-not-sold campaigns.
75%
Cost Efficiency:
Acquisition costs were 75% lower than the target cost per policy.
“This saves our reps time and mind space to focus on other aspects of customer service."
– Moff Stephen, VP of Strategy & Enablement, Horace Mann
Horace Mann’s Challenge
High Volume of Quoted-Not-Sold Leads:
Thousands of prospects received quotes but didn’t turn into policyholders.
Operational Strain:
Licensed agents were managing inbound volumes while trying to fit in outbound follow-ups manually.
Lack of Process & Technology:
No structured outreach cadence and no single channel engagement strategy.
Goal:
Improve conversion rates, reduce cost per acquisition, and free up internal resources.
CSG’s Solution
CSG introduced a multi-touch outreach program that engaged the customer in a more timely manner and provided them the option to connect with Horace Mann in the manner of their choosing:
- A multimedia, multi-touch outreach program consisting of several call attempts, supplemented with SMS for faster engagement and higher response rates.
- Test vs. Control methodology to measure true incremental impact and determine appropriate scripting, cadence, frequency and media mix.
Key Takeaways
- Structured Outreach Drives Measurable Impact: A disciplined call and text cadence - combined with the addition of SMS integration – turned QNS leads into active policyholders, proving that speed and consistency matter.
- Analytics Are Non-Negotiable: By leveraging a CSG-built framework, Horace Mann was able to quantify true lift and ROI, ensuring every dollar spent was backed by data-driven decisions.
- Efficiency Improves Morale: Offloading manual follow-up from call center reps not only saved time but also reduced stress, creating a better employee experience and freeing resources for higher-value tasks.
- Scalable Model for Growth: This campaign established a repeatable, scalable process that can expand with volume, setting the foundation for future acquisition strategies.
- Partnership Over Vendor Mentality: CSG’s proactive approach - bringing ideas that often reduce costs and improve outcomes - reinforced the value of a strategic partner relationship rather than a transactional vendor model.
CSG was a natural fit for us. They brought process, speed, and enhanced capabilities so we can better serve our customers.
– Moff Stephen, VP of Strategy & Enablement, Horace Mann
You can replicate this success for your brand! Learn how CSG can help you convert quoted-not-sold leads into loyal customers at CSGConnections.com
Background
Founded in 1945, Horace Mann is a trusted insurance provider focused on educators and their families. With a mission to provide insurance and retirement solutions tailored to the unique needs of teachers, Horace Mann has built a reputation for trust and personalized service over decades.
Before partnering with CSG, follow-up on quoted-not-sold leads was handled manually. This approach reflected a strong commitment to personalized customer engagement, but Horace Mann saw an opportunity to accelerate response times and enhance scalability. To improve efficiency and conversion, while preserving focus on customer engagement, Horace Mann sought a structured, data-driven solution.
About Customer Solutions Group:
We are the experts at Sales Connections, turning leads into meaningful connections and qualified sales opportunities for companies who sell high consideration products, such as Insurance, Mortgage, and Higher Education.
Our proprietary outreach methodology has been developed over 30 years through connecting more than 100 million leads, allowing us to outperform client control groups and other providers. Backed by our exclusive technology and data science, we employ a multi-channel approach including an onshore team of live call agents, SMS, AI, data analytics, and extensive testing to optimize lead engagement and maximize conversion rates.
