As the leading Nordic insurance provider, If Insurance is trusted by nearly four million customers and handles more than 1.4 million claims every year.  Delivering reliable, personal service at that scale has always been central to how the company works.

But behind the scenes, their contact centre setup was holding them back. Agents had to jump between platforms to understand a customer’s situation. Manual steps slowed everything down. Stability issues caused frustration. And as customer expectations rose, the limitations of this fragmented system became harder to ignore.

It was time for a change not just to modernise technology, but to bring the entire organisation together.

From six systems to one unified platform

For years, If’s contact centre operations were running on six different systems across eight countries. As customer needs evolved, the costs of fragmentation became clearer:

• Agents couldn’t get a full customer view quickly

• Workflows differed between teams and countries

• Training agents took far too long

• Outbound processes lacked structure

• And downtime was a real risk

Henric Jensen, Tech Lead at If Insurance, recalls the challenge vividly:

“Agents had to go into multiple systems just to understand a customer’s needs. There were so many manual steps. Today, that’s almost fully automated.”

If’s vision was ambitious: build one unified, future-proof platform that could scale across all markets and support every advisor - whether they handled claims, sales, or specialist cases.

They needed a partner who understood the way Nordic companies work: smaller but highly skilled teams, diverse channels, and a culture of personal, human service.

And that’s when they turned to Puzzel.

Finding the right partner, not just the right software

When If began evaluating options, they weren’t looking for the flashiest new tool on the market. They needed something sturdier, more flexible, and built with Nordic service culture in mind.

They chose Puzzel for several reasons:

1. A fully cloud-based, unified platform

Puzzel offered everything they needed to harmonise operations across seven countries - while giving each local team the nuance and flexibility they required.

“Puzzel is extremely configurable,” explains Jaakko Lintala, Product Owner at If. “It helped us harmonise processes while still allowing the flexibility to meet country-specific needs. We quickly improved our workflows and enabled more proactive customer engagement.”

2. Simplicity for agents

Henric remembers how effortless the new system felt:
“We don’t want to spend a lot of time training agents. With Puzzel, it’s basically five minutes.”

3. Deep collaboration and shared development

Rather than a traditional supplier setup, the relationship was built around close collaboration and continuous improvement.

If and Puzzel co-designed features, challenged each other’s ideas, and continuously refined the platform - a relationship that still defines their work today.

Rolling out change - one country at a time

The rollout began in 2017–2018, long before cloud migration was the norm in the industry. The scale was enormous:

• 1,500 seats replaced in Sweden alone

• 3,500 advisors across the Nordics and Baltics

• Hundreds of queues, workflows, and integrations

And yet, the transformation succeeded because If made a bold decision: they put their frontline teams at the heart of the rollout.

Over 200 superusers - experienced agents - were invited into the setup from day one. They helped test, validate, train, and champion the new system. They became the bridge between technology and reality.

“We trained the people who became the trainers,” Henric recalls. “They supported the rollout on the floor and made sure adoption was smooth.”

Of course, not everything was easy. Old hardware, outdated headsets, and office networks created hurdles early on. But once each market stabilised, the benefits became visible almost instantly.

The new IF insurance: Smarter, faster, and fully connected

A unified contact centre across seven countries

For the first time, If had a single, scalable CX platform connecting the Nordics and Baltics. Local differences still existed, but the ecosystem was finally aligned.

Stronger stability and proactive issue detection

Downtime, once a constant risk, became rare. Thanks to deep backend integrations and tight collaboration with Puzzel’s operations teams, issues were identified sooner and solved faster.

Dramatic improvements in outbound efficiency

If also modernised its outbound processes with Puzzel Sales Intelligence—bringing greater structure, transparency, and efficiency to customer engagement.

“In 2023, we harmonised our outbound processes and saw a 10–15% increase in time spent with customers,” says Jacob, Head of Business Development, Customer Center & External Sales. “This was achieved by better agent workflows, particularly around booked appointments, which is a key process for us to ensure customers are correctly insured.”

Puzzel Sales Intelligence has also improved transparency and tracking of booked appointments, giving If’s sales teams real-time insights into customer engagement.

“Before, we didn’t have a clear way to track these interactions,” says Volmari Ojanen, a Business Representative at If. “Now, we can facilitate a higher volume of appointments in a much more structured and effective way.”

A more secure, professional customer journey

Advanced integrations, such as BankID verification and dynamic routing, meant customers reached the right advisors faster and more securely than ever before.

Full control and rapid innovation

IT and CX teams can now:

• Launch new numbers in hours

• Create queues in minutes

• Change flows without vendor dependency

• Adapt quickly to seasonal or crisis demand

   

“Creating a new agent used to take days. Now it takes 10 seconds,” says Henric.

A new frontier: AI-powered customer intelligence

While Puzzel Contact Centre and Sales Intelligence brought stability and efficiency, the newer Conversational Intelligence (CI) solution sparked something else entirely - excitement.

When If Insurance began rolling out Puzzel’s Conversational Intelligence (CI) across the Nordics, the initiative required more than a standard technology deployment - it meant aligning four countries, 18 contact centres, 130 team leaders, and more than 1,400 advisors behind a unified vision for coaching, performance and customer excellence.

“We invested a lot of time in creating ownership in the local environments. That was essential for success.” — Dara Tomas Corcoran, Nordic Project Manager in Sales and Service Excellence

The CI rollout began country by country through late November and December, with January serving as the first full month of usage across the Nordic markets. The primary KPI was simple but ambitious: 100% of team leaders actively using CI within one month of launch. Remarkably, every country hit the target.

While it is still early to measure long-term KPI impact, If is already seeing encouraging signs:

• A 9.2% increase in proactivity in the first 30 days in Finland

• Greater usage of best‑practice libraries during coaching sessions

• Increased advisor focus on conversational quality through daily AI feedback

• Strong appetite from team leaders for deeper dashboard use and analytics insights

According to Dara, the priority now is ensuring consistent, everyday use:

“If you use it, the results will start to happen.”

One of the most transformative outcomes has been the ability to standardise coaching and align conversational structures across Finland, Sweden, Norway, and Denmark -something If had never achieved before.

“We built CI based on our business frames and strategies. It helped us align our views on what good conversation looks like across four countries.”

Team leaders are now equipped with structured dashboards showing performance on key behaviours such as welcoming customers, summarising calls, and demonstrating proactivity. Advisors receive their own dashboards with strengths and development areas. This dual view - team leader and advisor - has made coaching more intentional, consistent, and motivating.

A Partnership Built for the Long Term

There’s a theme that comes up again and again when speaking with If: trust.

Puzzel isn’t just a system they use; it’s a partner they build with.

Through joint development meetings, co-created features, rapid issue resolution, and a genuinely collaborative roadmap, the two organisations have grown together, and strengthened each other in the process.

“We grow and develop the product together. It’s a huge benefit for us, and for other Puzzel customers.” Henric recalls.

The Impact: Key improvements with Puzzel

Since partnering with Puzzel, If Insurance has achieved measurable gains across customer engagement, operational efficiency, and team productivity:

• 10-15% increase in time spent with customers: Optimising outbound workflows and appointment management has enabled advisors to dedicate more time to customer interactions, leading to stronger relationships and better insurance coverage outcomes.

• 3% improvement in operational efficiency: Despite a rise in more complex customer enquiries, Puzzel’s efficient task management has enabled If to maintain service quality and improve productivity.

• Enhanced tracking of booked appointments: Better transparency and analytics around appointments have strengthened customer engagement and provided deeper insights for advisors.

• Dynamic hybrid team structure: Puzzel’s flexible solution allows for dynamic staffing, reducing idle time and enabling teams to quickly shift between outbound and inbound operations based on real-time demand.

What Comes Next for If and Puzzel

Today, If Insurance stands as a model of how a complex, multinational organisation can modernise customer experience without losing the human touch.

They now have:

• A stable, unified CX ecosystem

• Faster, more secure customer journeys

• Dramatically reduced manual work

• Increased outbound productivity

• Empowered and engaged agents

• A flexible platform for future AI innovation

   

And most importantly, they have a partnership that continues to evolve.

“Our relationship with Puzzel is very close,” says Liisa Ruuhimäki, Digital Development Lead at If. “We appreciate their proactive support and their willingness to help us continuously refine our operations. It’s a partnership built on trust.”

Together, If Insurance and Puzzel continue to lead the way in customer service excellence across the Nordics, blending human expertise with the power of smart, scalable technology to deliver outstanding experiences every day.