Sunday Scales Proprietary AI-Powered Personalised Insurance to Serve Over 330,000 Customers

Sunday, a leading InsurTech in Thailand, is working with Salesforce, the global leader in AI CRM, to centralise operations, personalise engagement for over 330,000 customers, and scale their business using solutions including Sales Cloud, Service Cloud, Tableau, and Slack. With Salesforce, Sunday has built a resilient, high-growth business-to-business (B2B) and business-to-business-to-consumer (B2B2C) model, among others, which is driving the company’s success in Thailand and Indonesia currently.

Investing in a Unified Technology Ecosystem That Evolves with the Company

Founded in Thailand in 2017, Sunday started as a B2B health insurance provider and gained recognition for its tailored group health solutions. Over time, the company established partnerships with large B2B and B2C platforms across other insurance verticals, including motor insurance and smartphone protection. Sunday then broadened its channels by launching a direct-to-consumer (D2C) online channel. In 2022, the company also expanded its footprint to Indonesia, launching as a registered InsurTech and licensed broker, and now a full-fledged licenced insurance company.

This ability to drive success with different business models and across markets has been supported by Sunday’s early investments with Salesforce to build a fully integrated technology platform that consolidated sales, service, communications and data analytics into a single engine. 

Driving a Seamless Customer Journey Across Multiple Sales and Service channels 

Salesforce’s Sales Cloud plays a key role in managing Sunday’s B2B2C model. With it, the company tracks B2B leads, manages commissions, and segments retail customers based on behaviour, engagement, and purchase history. All customer interactions, from corporate insurance sign-ups to individual top-up purchases, are logged in a single platform, so context is never lost when customers move between channels.

Service Cloud powers Sunday’s customer service ticketing system, covering claims handling, refunds, cancellations, and complaints. Service teams can access customer background in one place, with all customer communications across channels consolidated into Salesforce where they are queued, assigned, and tracked centrally.

The core platform not only supports seamless B2B, B2B2C, and D2C engagement, but also enables personalised offerings at scale. Real-time API integrations provide sales and service teams with live visibility into customer history, like what policies they hold and claims made. By combining internal data with Salesforce automation, Sunday delivers timely, relevant offers to over 330,000 active customers. This targeted outreach increases conversions without adding manual overhead.

Enhancing Collaboration and Real-Time Insights with Slack and Tableau

In addition, Sunday uses Slack to communicate internally across departments and locations to help ensure that urgent service cases, sales opportunities, and operational discussions flow seamlessly within teams. And, dashboards built with Tableau provide Sunday’s leadership and investors real-time insights into key performance metrics like claims trends, profitability and customer growth.

“Salesforce is not just a CRM tool for us. Together, we’ve built a strong and connected AI-powered platform that has been the foundation of our business as we transitioned from a purely B2B model to one that serves both insurance partners and consumers directly,” said Dhanadham Pokthitiyuk, Chief Marketing Officer at Sunday. “We’re looking forward to our continued collaboration to deliver greater personalisation, enhance operational efficiency and power the innovation strategy for our next phase of growth.”

Powering Sunday’s Future Growth with Agentic AI

As Sunday looks at regional expansion opportunities, the company is exploring Agentforce, Salesforce’s digital labour solution for enterprises, to further enhance operational efficiency by complementing human teams. Agentforce offers the potential for AI agents to handle simple enquiries, giving human agents more time to manage complex and sensitive issues like motor accident claims or emergency support for customers.

“Agentforce gives insurers space for what’s most important, their customers. Organisations get easy access to pre-built, role-based AI agent templates that augment financial services teams with digital labour and automate key front-office tasks.” highlighted Vernon Cheo, Head of Emerging Small Medium Business at Salesforce ASEAN. “It’s great to collaborate with forward-thinking companies like Sunday to reimagine the future of insurance in the region.”