OpenDialog AI, a leading provider of AI-powered sales solutions for the insurance sector, has partnered with P J Hayman, the specialist provider of niche and travel insurance schemes, to transform the online travel insurance experience.
The collaboration will initially deploy Selma, OpenDialog’s AI Sales Agent, on P J Hayman’s Free Spirit brand, which serves travellers with medical conditions and disabilities, with phased rollouts to other brands planned, according to FF News.
Travel insurance is notoriously complex, with questions on medical conditions, cover limits, destinations, and trip types often discouraging customers from completing purchases.
Selma changes this dynamic, engaging naturally with customers, providing instant clarification, and guiding them through a personalised, compliant quote-to-buy process.
P J Hayman anticipates higher online conversion rates, reduced call centre demand, and a more efficient digital journey. Customers benefit from easier-to-understand policies, tailored coverage, 24/7 support, and a smoother experience across complex products.
Nikki Sparkes, COO at P J Hayman, said, “At P J Hayman we have always been dedicated to providing specialist insurance solutions for those who are often underserved in the mainstream market. Working with OpenDialog and introducing Selma to our Free Spirit brand enables us to bring this commitment online – helping customers navigate the often complicated world of travel insurance with clarity and confidence. This step forward will allow us to continue innovating and expanding the accessibility of our products, with Selma becoming the cornerstone of growth at the heart of our digital strategy and future development.”
Tom Blain, SVP EMEA at OpenDialog AI, added, “Travel insurance presents a unique challenge for digital journeys – with complex questions, regulatory requirements, and customers who need reassurance at every step. Selma is built for exactly these scenarios. By partnering with P J Hayman, we are showing how AI Agents can make buying travel insurance more intuitive, supportive, and ultimately safer for every traveller.”
This initial deployment on Free Spirit marks the start of a wider digital transformation for P J Hayman, combining personalisation, compliance, and simplicity to redefine the travel insurance experience for modern travellers.
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