WhatsApp rollout cuts email volumes 22% at Manchester-based broker

Specialist broker Insurance Revolution has seen growth in messaging usage and reduced reliance on traditional channels after partnering with technology firm CM.com.

The Manchester-based broker introduced WhatsApp as a customer service channel in 2025 to allow policyholders and prospects to communicate through a platform already widely used in their daily lives.

Since launch, message volumes increased 50-fold in the first 10 months, while service email volumes fell by 22% and calls handled per agent dropped by 11%.

Insurance Revolution said the shift reflected changing customer expectations around accessibility and speed of response, with clients using the platform to request quotes, share policy documentation and resolve routine queries.

The broker also used WhatsApp as a primary communication channel for new business enquiries, enabling prospects to respond at a time convenient to them, which it said supported lead conversion and reduced time spent on outbound call handling.

‘Zero hassle’

Uwais Patel, director at Insurance Revolution, said: “Customer loyalty in the insurance industry has always been about trust and responsiveness. People want fast answers and zero hassle, rather than lengthy verification processes and long hold queues.

“Many of our customers now send us a message and pick up the conversation whenever it suits them. If you’re a business owner handling insurance on the move, it is an instant, flexible way to get what they need. Our mission is to make insurance easy and human and integrating WhatsApp has been transformative for that.”

The integration was delivered through CM.com’s mobile service cloud, which consolidated WhatsApp conversations into the same workflow as emails and calls so that agents could manage all enquiries from a single interface.

Insurance Revolution said this unified approach improved document sharing and accelerated verification processes.