AAA Life Insurance Company is making investments in digital transformation across expanding digital channels, strengthening their team and culture, and enhancing analytical capabilities. They have expanded online purchase and service options for life insurance policies, seeing a 24% shift of sales online and response rate lifts of 30-50% for younger targets. AAA Life also implemented an employee feedback tool that increased employee net promoter score by 25 points and led to cultural awards. Finally, they migrated to a cloud-based policy administration system and data warehouse to improve analytics, automation, and integration capabilities.

1. © 2023 AAA Life Insurance Company. All rights reserved.
AAA Life
Digital Transformation

2. Proprietary and confidential
AAA Life Insurance Company
• For more than 50 years, AAA Life has put its policyholders first by providing them with exemplary customer care paired
with the advice and value that the AAA brand is known for. AAA Life Insurance Company expands upon the value of the
AAA brand by offering a variety of options for life insurance coverage to customers across the United States.
• As part of AAA, members trust that AAA Life will deliver exceptional service and unwavering support during their times of
need.
• To continually adapt to our customers' evolving needs in this modern, ever-changing world, AAA Life is making substantial
investments in technology across three pivotal areas:
1. Expanding Digital and Self-Service Channels: We are expanding our purchasing and service channels, embracing
digital innovation and self-service options. This expansion ensures seamless, user-friendly experiences, offering our
customers more accessible choices to interact and do business with us.
2. Strengthen Our Team and Culture: We empower our employees to voice their ideas, which strengthens our team,
enriches our corporate culture, and fosters growth for the individual and the organization.
3. Enhance Our Analytical Capabilities: We have upgraded our data warehouse and overhauled our policy admin
system (PAS), improving our analytical capabilities to better understand our customers and their needs.
• This sustained, multi-year effort reflects our commitment to continuous improvement and innovation, positioning AAA Life
as a leader in the industry.
About AAA Life and Our Digital Transformation
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3. Proprietary and confidential
AAA Life Insurance Company
Digital Transformation Term Life Results
• Direct mail is our highest sales volume channel.
• Previously, customers could only purchase mail offers by mailing
in their payment/application or calling the number on the offer.
• Although mail and phone channels are effective, we wanted to
provide customers with greater choice, more convenience, and
quicker decisioning. This vision led to adding a QR code and URL
to mail offers which direct customers to an online application.
• We now have two mail offer products that can be purchased
through mail, over the phone, and online. Our first omni channel
product was a Guaranteed Issue Whole Life product that became
available online in 2018. This year, we developed an
omnichannel experience for our Term life product. Next year, we
will create a similar experience for our Member Loyalty Travel
Accident (MLTA) product.
• In May 2023, we began testing the mail Term life insurance
product, mailing one group with the QR code/URL, mail, and
phone option and another group with just the mail and phone
option.
- For 5 consecutive campaigns, the group with the QR code/URL
outperformed the group that only had the mail/phone option.
- In our first roll-out mailing using QR code/URL, we have seen a
shift of 24% of total sales to online, exceeding our goal of 20%.
- We experienced a 30-50% lift in response rates for key growth
target age ranges 30-49.
- The origination and booking expense for mail offers purchased
online is ~25% less than mail-in applications.
AAA Life created an omnichannel experience by pairing digital purchasing options with mail offers.
• The digital framework we have established will allow us to bring new products online with greater efficiency and speed.
• Providing customers with online buying options has and will continue to help us meet the needs and preferences of customers.
Implications
3

4. Proprietary and confidential
AAA Life Insurance Company
eService Policy Management Tool Digital Claims Form Submission
• Last year we revamped our self-
service platform, eService, to provide
a modernized look and feel and
developed mobile apps for both
Android and IOS.
• Launching the new eServices
platform doubled our registration rate
from ~12% to 24%.
• Earlier this year, we launched a digital
claims form to provide a streamlined
experience.
• Our previous process required
customers to mail, fax, or call to
submit their claims form.
Call to Text Digital Service Options on AAALife.com
• If a customer calls using a cell phone, we provide
the option to continue the conversation over text.
- 9% of eligible callers select this option.
• Reps can handle up to six messaging
conversations concurrently vs a single call,
allowing us to improve our speed to answer and
service more customers.
• 1/3 of customers using this option are repeat SMS
customers.
• In addition to phone, customers have
several options to get human
assistance on our website including:
- Click to Chat
- Online Customer Support Request
Forms
- Email
Providing choice and convenience extends beyond the buying process. We provide our customers with
options to service their policy across several channels.
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AAA Life
Mobile
Self-Service Tools
Personal Assistance

5. Proprietary and confidential
AAA Life Insurance Company
Performance & Engagement 2023 Awards
• In September of 2022, AAA Life
implemented Officevibe, a real-time
employee feedback tool focused on
driving employee engagement and
performance.
• Employees are regularly surveyed on
views of their role, manager, direction
of the company and more.
• Executives are able to respond to
employee feedback, even if it was
anonymous, to dive deeper into issues
at hand.
• This regular flow of information helps
managers to strengthen their
relationships with direct reports and
tackle issues such as stress head on.
• Since launch of the program our
Employee Net Promoter Score (eNPS)
increased 25 pts to a score of 36.
• This year, AAA Life was identified as a Top
Work Place by the Detroit Free Press and
received cultural awards for Employee
Appreciation, Well-Being, Professional
Development, and Women Led.
Through the strategic implementation of an advanced employee feedback tool, we empower employees
to have their voices heard and strengthen our company culture.
5
AAAL eNPS Score
Source: OfficeVibe
AAAL Engagement Score
Source: OfficeVibe
11
36
0
5
10
15
20
25
30
35
40
45

6. Proprietary and confidential
AAA Life Insurance Company
Previously, we were operating on a legacy policy admin system and 6 data
repositories that operated independently.
Moving to a cloud-based system created a central location for our data.
• Nothing was connected, making reporting and analysis a lengthy
and manual process
• This provided opportunities to implement new tools such as
PowerBI and automate reporting.
• Stakeholders now have access to real-time data for quick
informed decisions.
• Cloud technology has also played an integral part in transferring
data to our new admin system.
AAA Life implemented a cloud-based system to drive operational efficiency and improve our analytical
capabilities.
• By creating a unified data environment, we can support essential business analytics, and decision-making with secure and reliable data, and
ease of use.
Implications
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PAS
Power BI
Old
PAS
New
PAS

7. Proprietary and confidential
AAA Life Insurance Company
Background
• Migrating to a SAAS-based policy admin system is imperative to AAA Life’s future success. Not only does it help us achieve operational
efficiency, but its scalability aligns with our expanding needs. As we build out our digital ecosystem, our new policy admin system will ensure
smooth integration, paving the way for a more agile and successful future.
Implications
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Impact
• AAA Life was operating on a legacy, internally-supported policy
admin system that was over 20 years old. The old system
required more maintenance, more resources, and was more
difficult to integrate with other systems.
• We started our migration to the new SAAS-based policy admin
system using a lean modeling approach. This process included
starting small with just one product and a few policies. Once we
completed the migration of a product or batch of policies, we took
time to learn the impacts and refine the process.
• Today, half of our preexisting business and ~75% of our new
business is in the new system
• Although our transition to the new system will not complete until
next year, we have already seen benefits for both the business
and the customers.
- Using a SAAS-based system has allowed us to automate
several manual processes and achieve operational efficiency.
- The new system is easier to train our call center on. It also has
a better interface with more customer information. This makes
the interaction easier for both the rep and the customer.
We are modernizing our policy admin system for both new business and existing policies, which will
enable us to improve scalability, support growth, and minimize operating costs.

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