OpenDialog AI, a leading provider of AI Agent software for the insurance sector, has announced a strategic partnership with Adrian Flux, one of the UK’s largest specialist motor insurance brokers, to deploy its Selma AI Sales Agent technology across Adrian Flux’s brand portfolio.
The rollout follows a successful implementation at Bikesure, Adrian Flux’s motorcycle-focused brand, according to FF News.
The partnership has been formed to tackle some of the most pressing challenges in online insurance purchasing, including high abandonment rates, low add-on product uptake, and stringent compliance requirements, all of which have historically impacted customer conversion rates.
OpenDialog AI provides conversational AI solutions tailored for complex industries, enabling companies to deploy AI-powered agents capable of real-time behavioural analysis, personalised recommendations, and automated compliance management. Adrian Flux, established in 1974, is one of the UK’s largest independent insurance brokers, specialising in bespoke cover for cars, bikes, and other specialist vehicles through multiple brands, including Bikesure.
Bikesure’s initial deployment of the Selma AI Agent delivered strong results, including measurable improvements in online policy conversion rates and add-on product uptake. The technology also improved the overall customer journey by providing instant responses to queries and reducing friction in the buying process. This success has encouraged Adrian Flux to extend the use of Selma across its wider portfolio of brands.
Selma functions as a 24/7 digital sales agent that supports customers throughout their buying journey. It analyses customer behaviour in real-time, offers tailored recommendations, answers policy queries instantly, and ensures all interactions remain compliant with industry regulations.
The collaboration underscores the growing importance of AI technology in digital insurance, where consumers increasingly expect efficient, personalised, and compliant solutions. With scalability and consistency at its core, Selma is positioned to play a vital role in driving profitable growth for insurers.
Adrian Flux is taking a phased rollout approach, building on the blueprint established through Bikesure’s successful integration of Selma. This strategy provides a replicable model for other insurance companies looking to adopt AI-driven sales technology.
Robert Balls, operations director at Bikesure, said: “Selma has already made a tangible difference during the initial project, showing great results and strong potential for our other brands within Adrian Flux. Selma supports our customers through their buying process, answering questions instantly, and helping them make choices that fit their needs. At the same time, it’s helping us increase conversions and provide a better experience. We’re excited to work with OpenDialog to unlock more possibilities with AI Agents.”
Tom Blain, senior vice president EMEA at OpenDialog AI, added: “Partnering with Adrian Flux to deploy Selma marks an exciting step in redefining how insurance is bought online. Selma is directly addressing the industry challenge that the majority of online quote-to-buy journeys, typically 70% – 90%, are abandoned by the consumer without purchase. Selma improves sales outcomes and makes the entire quote-to-buy process faster, simpler and more personal for consumers, without compromising compliance. We are thrilled to see these results at Bikesure and look forward to scaling this success across the group.”
With both companies sharing a focus on customer centricity and innovation, the partnership is set to reshape the digital insurance landscape, delivering smarter, faster, and more trusted experiences for policyholders.
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