Overview
Legal & General is a global financial services and insurance provider offering a wide range of protection and insurance products. Our partnership began in early 2025, with the goal of modernizing their client intake and insurance sign-up experience.
Challenge
Legal & General previously relied on static forms and fragmented workflows to capture client information for insurance applications. The experience was difficult to update, limited their ability to qualify applicants dynamically, and resulted in lower-than-expected conversion rates.Their team needed a way to:
- Improve conversion across digital insurance sign-ups
- Quickly iterate on forms, themes, and branding without engineering support
- Qualify or route applicants based on eligibility criteria
- Sync all captured data into Salesforce without manual work
Building and maintaining these workflows in-house would have required ongoing engineering investment, and off-the-shelf tools lacked the flexibility they needed for advanced logic and routing.
Solution
High-Converting Insurance Intake & Qualification Workflows
Legal & General rebuilt their insurance sign-up flow using Feathery’s drag-and-drop form and workflow builder. The new experience allows clients to easily submit their information and sign up for the insurance products they’re interested in, all within a single, streamlined flow.Using Feathery’s advanced logic, Legal & General is able to:
- Qualify or route users based on eligibility criteria
- Turn away ineligible applicants automatically
- Dynamically tailor questions based on prior responses
This ensures that only qualified leads move forward, while providing a smoother experience for end users.
Rapid Iteration Without Engineering
With Feathery’s visual builder, Legal & General’s team can quickly:
- Update form questions
- Modify workflows
- Change themes and colors
- Experiment with different layouts and copy
This allows their marketing and digital teams to continuously optimize conversion without waiting on engineering resources.
Real-Time Salesforce Sync
All form submissions and applicant data are synced directly into Salesforce. This gives Legal & General’s sales and operations teams immediate visibility into new leads and applications, eliminates manual data entry, and ensures clean handoff between digital intake and downstream workflows.ImpactBy moving their insurance intake flows onto Feathery, Legal & General has seen:
- 2x increase in conversion rates on insurance sign-ups
- Faster iteration cycles for forms and campaigns
- Improved lead quality through automated qualification
- Reduced operational overhead through Salesforce sync
[Insert quote from Andrew, Director of Digital Sales & Marketing]
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