SBLI

SBLI is a major life insurance provider that sought my expertise to create a custom WordPress plugin for real-time pricing calculations on life insurance policies. Over the years, our collaboration grew to include a full online application, advanced analytics, and advertising optimization to enhance their digital marketing strategy and reduce acquisition costs.

Challenges

SBLI faced several challenges, including:

  • Real-Time Pricing Calculations: Needed a custom plugin to provide instant, accurate price quotes for life insurance policies based on real-time data.
  • Complex Data Import & Storage: Required an efficient way to import rates from XLSX files into a SQL database within WordPress.
  • End-to-End Analytics & Advertising Optimization: Sought a full-funnel analytics solution and optimized advertising to lower customer acquisition costs.

    Solutions

    Real-Time Pricing Engine Development

  • Built a custom pricing engine using Angular with a WordPress custom database table that:
    • Allows for XLSX file imports of rates data, translated into SQL for WordPress.
    • Provides accurate, real-time price quotes using algorithmic calculations.
  • Isolated the pricing engine from other WordPress aspects to ensure reliability and prevent downtime during updates.

    Full Online Application (apply.sbli.com)

  • Developed apply.sbli.com, an all-digital life insurance application platform using Angular and WordPress.
  • Enabled a seamless, user-friendly application process for a fully online experience.

    End-to-End Analytics & Advertising Optimization

  • Implemented Segment analytics to track critical business events and behaviors.
  • Configured offline events with external partners, ad agencies, and CRM vendors, establishing a complete funnel view.
  • Integrated data with Google Ads, Facebook, and Bing to support conversion-optimized campaigns, lowering customer acquisition costs.

    Results

    Key outcomes of this partnership include:

  • A real-time pricing engine that ran in production for 8 years, generating hundreds of thousands of leads with minimal upkeep.
  • A streamlined online application process that supports user engagement and lead generation.
  • Improved advertising efficiency and reduced acquisition costs through data-driven, conversion-optimized campaigns.