Case Study

Easy to Join, Hard to Forget:

Insurance Carrier Drives Sales and Repeated Agent Engagement

Most insurance incentive programs inspire a burst of activity when they launch, then agents forget about them. A national insurance carrier proved it doesn’t have to be that way. With reduced friction and reasons to return, agents didn’t just join the program — they came back month after month, driving lasting mindshare and exponential sales growth.

The Situation

The insurance carrier joined forces with Extu for long-term success. Their goal was to outshine competitors by offering independent agents a valuable incentive program they would keep coming back to.

“We’re continuing to push for deeper engagement. We’ve shifted from simply attracting attention, adoption and sign-ups to trying to drive behavior change. We demonstrated that with a particular type of business, a promotion helped move the product from less than 1% of our business to roughly 20%. So we’re using program in two primary ways: adoption among new agents in states we enter, and changing behavior in our existing markets.”
— Director of Product Management

The Solution

Extu built the carrier’s program around two things: making participation easy and giving agents a reason to keep coming back. Two features worked together to boost ongoing engagement, not just adoption:

Single sign on (SSO), which allowed agents to log into the program directly from the carrier’s website, was key. Many programs can’t get off the ground with a program requires yet another URL and password for agents to remember. Without that obstacle, the carrier’s incentive program became a seamless part of agent’s experience with their brand.
Monthly trivia gave agents a reason to visit the program even when they weren’t actively claiming. The daily Each agent answered questions correctly more than 91% of the time.

The Impact

Extu helped its carrier client create an agent experience that was more than an incentive program. It became a positive, recurring part of their routine experience with the carrier. Seven straight months of growing engagement didn’t happen by accident, but because the program earned its place in agents’ day-to-day life.

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Results

Once agents joined the program, they stuck around.

From January to July 2026:

Login activity grew steadily month by month, up nearly 56%.
Agents averaged 13 approved claims each.
59% of agents who earned points from trivia participated in at least two separate monthly promotions.
1 in 5 trivia earners came back for every single monthly promotion.
Monthly redemptions grew 3.5x over the course of the program, with redemption rate holding at 80% every month.
One promotion moved one of their products from <1% of their business to roughly 20%.