Conversions Soar At Waypoint Insurance

Waypoint Case Study

Waypoint Insurance opened their first office in the Comox Valley on Vancouver Island in beautiful British Columbia over 150 years ago. In that time, they have sold well over one million insurance policies across Canada. In 2019, Waypoint partnered with Navacord, a leading insurance and risk management brokerage dedicated to providing clients with expert coverage solutions. Since then, Waypoint has continued to expand their operations both organically and through acquisition while Navacord has become the fourth largest commercial brokerage in Canada. Waypoint now operates 21 locations across British Columbia.

The team at Waypoint knows that insurance can be complicated and that getting the right insurance for your lifestyle can be both confusing and frustrating. That’s why they’re on a mission to show customers that it doesn’t have to be that way. Waypoint advisors believe that clients deserve complete and customized coverage for their individual lifestyle, and that’s what they’re out to deliver. The team works hard to understand each client’s unique needs and to develop a policy that’s right for them.

Because they’ve been around for so long, Waypoint has their roots planted deep in all of the communities they serve. They have a great, knowledgeable team, many of whom have been with them for over 20 years. Making sure their team feels valued is an integral part of how Waypoint operates, and it also helps them attract and retain the best of the best.

At the Heart of the Community

Every Waypoint branch is strategically located in a community center. This is because Waypoint values being accessible to their communities. Instead of opting for the 10 floor of a high-rise building in the city, they consistently choose brick-and-mortar locations at ground level that clients feel comfortable coming in to visit. 

Waypoint prioritizes serving their communities not only on the financial side but also by making them better places to live in. They do this by supporting initiatives in local schools and community organizations wherever possible. They’re involved with the Chamber of Commerce and the Rotary Club in many of their communities, and they’re also frequent sponsors of sports teams and volunteers at charity events.

Going the Extra Mile

Waypoint advisors are always looking out for the best interests of their clients. Their service goes far beyond simply selling an insurance policy. When you work with a Waypoint Insurance advisor, they’ll look at your lifestyle as a whole to determine how policies would best fit into all the little “pockets” of your lifestyle. Whether you are looking for recreational insurance, automobile insurance to commute to and from work, home insurance, business insurance, or marine insurance, they investigate every facet to find the best fit for you. If you come in to purchase one type of insurance, they take the initiative to find ways to ensure you’re protected in other aspects of your life as well.

In addition to their in-branch services and unlike many other insurance brokers, Waypoint offers a variety of online products in a click-and-purchase format. This has been helpful in the pandemic, but it’s also an excellent option for late-night shoppers. If desired, clients can purchase recreational, motorcycle, marine, travel, and special-events insurance instantly through their website without calling into the office. You can apply for other policies, like home and automobile, through their website or by email or phone. 

A New Approach to Marketing

Waypoint came on board with a Tulip Media Group digital marketing strategy in February 2021. They’ve been a long-time Client-Partner of ours with their Risk & Business Magazine, but this year, they were ready to take it to the next level with a SMarketing program. For those of you who don’t know, our SMarketing program is aimed at driving real conversions, and that’s what Waypoint has experienced. Within three months of enrolling in the program, they had to hire an additional agent to take on the extra inbound business they were receiving.

“The flow of visitors to our website has definitely increased, and it’s good business,” Director of Operations Heather Batchelor told us. “It’s not just people looking around. It’s opportunities that are converting into sales.” 

In January 2020, Waypoint had two people on their digital team, one full time and one part time. A year and a half later, they’re up to eight people on the team.

Since starting our SMarketing program only three months ago, we’ve seen an 8.9% increase in organic growth with 161 qualified leads generated, 855 contact forms submitted, and $241,500 in potential premiums.

Most of these results are doubled from what Waypoint was achieving before they engaged with Tulip Media.

“The team at Tulip is so excited about what they do, and it makes me excited about it,” Heather related. “I’m so pumped when I get off of a phone call with Jessica and Erika that energy flows to the rest of the team.”

We love working with Waypoint and we have enjoyed celebrating the results they’ve seen with their digital marketing strategy. With the launch of their new website, we look forward to watching them continue to climb the ranks in Canada’s insurance industry, and we’re excited to be there every step of the way.