123Seguro

Brothers Martin and Bruno Ferrari founded 123Seguro in 2010, an online insurance brokerage headquartered in Argentina. By 2016, 123Seguro had become the leading online insurance brokerage in Argentina based on number of policies issued, and began to expand into Colombia with plans to enter the Mexican market. However, while 123Seguro was generating a healthy number of new leads, primarily through its Google AdWords marketing campaign, the conversion rate from leads to sales was disappointing. In 2020 the brothers contemplated how to better segment their market and target their customer base—and how to use the data they had collected to move the conversion needle in the right direction. This case asks students to analyze the lead and conversion data the company collected and consider how the company could optimize its operations to improve the sale conversion cycle.