HPG Belgium manages €433 million in life insurance assets using Microsoft Dynamics CRM. HPG Belgium markets life insurance products from Prudential to wealthy customers through a broker network. They needed a reliable CRM system to manage commercial relationships and complex insurance files. Microsoft Dynamics CRM was implemented by partner Travi@ta, providing a secure, user-friendly platform to support HPG Belgium's growth.

1. Microsoft Dynamics CRM
HPG Belgium manages total assets of 433 million euros in
life insurance thanks to Microsoft Dynamics CRM
HPG Belgium, founded in 2010, acts as a Master Broker for the
life insurance products of Prudential International Assurance
PLC, a 100% daughter company of the British Prudential Group.
The Prudential Group is a market leader in the life insurance
and pensions business in the United Kingdom and currently
counts 23,000 employees worldwide. HPG Belgium markets the
products mainly to wealthy end customers via a network of
about 200 brokers and has around 433 million euros in its port-
folio today. When HPG Belgium was founded, it was immediately
apparent that, in addition to the management of commercial
relations, the follow-up of complex financial files with the asso-
ciated legal requirements would demand a reliable administrati-
ve and CRM system. The quest for a suitable solution led to Mi-
crosoft Dynamics CRM, which was implemented by CRM part-
ner Travi@ta. In a strongly secure environment, HPG Belgium
now has a user-friendly platform that can grow along with the
company in the future.

2. Overview
Country: Belgium
Sector: Insurance
Profile HPG Belgium
HPG Belgium, founded in 2010, commercializes the life insuran-
ce products of Prudential International Assurance PLC as a Mas-
ter Broker. The company manages total assets of 433 million
euros and works with around 200 approved brokers. The young company HPG Belgium, founded in 2010
by brothers Guy and Peter Haentjens, acts as a Mas-
ter Broker for the life insurance products (‘branch
Challenge 23’) of Prudential International Assurance PLC. HPG
HPG Belgium needed a reliable and flexible CRM system for the Belgium took over an existing portfolio from the for-
follow-up of commercial relations with end customers and bro- mer Master Broker in Belgium and today manages
kers and the follow-up and administration of complex files and total assets of € 433 million, currently with four em-
commission calculations. ployees.
HPG Belgium occupies a unique position on the mar-
ket, explains Guy Haentjens, CEO HPG Belgium: “We
Solution are neither a producer nor a broker on the consumer
With Microsoft Dynamics CRM, HPG Belgium found a reliable
and secure solution that was able to be flexibly adapted by CRM market. You can best compare our role to that which
partner Travi@ta to meet the specific needs of the company. D’Ieteren plays on the Belgian automobile market.
We are the exclusive chief importer of an insurance
product that is not brought to the end consumer by
us, but by our approved brokers. HPG Belgium mar-
Benefits kets the products of Prudential International Assuran-
• Certainty of a widely distributed CRM system ce PLC via a network of around 200 approved bro-
• Adaptability to specific needs regarding file administration kers.”
and commission calculations
• Secure system thanks to authorisations at user level and Proper follow-up of multiple commercial
Audit Trail
• Smooth implementation with extensive test phase
relations
• User-friendly Microsoft working environment The specific situation of HPG Belgium means that the
• Sector expertise of CRM partner Travi@ta company has to maintain commercial relations with
several parties. Since the company was founded, it
was clear to Guy Haentjens that a reliable CRM sys-
tem was indispensable in order to manage the con-
tacts with end customers, brokers and Prudential it-
self in a proactive way.
As a business consultant, Guy Haentjens has had first
-hand experience with many software implementati-
ons in the past. He therefore also had clear selection
criteria in mind for the choice of a new CRM system:
“We absolutely needed a solution that was already
www.traviata.be widely distributed on the market: I knew indeed that
this could have a positive influence on price, reliabili-
+32 (0)2 721 88 80 ty and continuity. Microsoft Dynamics CRM is increa-
singly successful on the market and satisfies this
prerequisite”, explains Guy Haentjens.

3. Extensive test phase during implementation is
key to success
HPG Belgium chose Travi@ta as CRM partner. The
first steps in the implementation took place in Roese-
lare because the company has its registered office
there and the offices in Overijse still had to be ope-
ned.
In an initial phase, Travi@ta carried out an extensive
functional analysis of the processes that had to be
managed in the future system. A technical analysis
and the necessary adjustments to the standard soft-
ware followed.
After the technical developments, Travi@ta imported
the data from Prudential's IT system, followed by a
thorough integrity check.
Guy Haentjens: “The extensive test phase at the end
of the implementation was undoubtedly the reason
why we were able to go live without any problems in
February 2011. The contribution of the Travi@ta em-
ployees was essential in this.”
“Given the complexity, in our sector you
CRM as an instrument for sales and relationship simply cannot cope without a powerful
management relational and administrative CRM system.
According to Guy Haentjens, as in every organisation, Due to the fact the all file information is
Microsoft Dynamics CRM plays a primary role as an centralised in Microsoft Dynamics CRM, we
instrument for sales and relationship management.
The value of the system lies mainly in the immediate
are able to work very smoothly while losing a
access that it offers to information regarding brokers minimum of time.”
and end customers.
Guy Haentjens CEO, HPG Belgium
“With HPG Belgium, the end customer goes for an in-
vestment of on average 80 to 100,000 euros. He con- to work very smoothly while losing a minimum of ti-
sequently has certain expectations concerning the me”, explains Guy Haentjens.
commercial relationship with his financial adviser”,
states Guy Haentjens. Customers request regular service interventions -
such as partial redemption - for their file. Such inter-
Complex file management and Case ventions entail quite a number of administrative obli-
gations, like collecting a copy of the ID card, proof of
Management via Microsoft Dynamics CRM address, etc. However, the implementation of Micro-
The use of Microsoft Dynamics at HPG Belgium goes a soft Dynamics CRM as a Case Management Tool
lot further than relationship management. CRM part- keeps time loss to a minimum for HPG Belgium.
ner Travi@ta performed in-depth adjustments in the
system so as to allow full administrative management Connecting with the financial system and
of the policies.
commission calculations
For this purpose a large number of new screens were All commission calculations for the brokers take place
created in the system. A great many names are asso- in Microsoft Dynamics CRM. Travi@ta provided a con-
ciated with each file, since each policy can involve up nection with the accounting package Popsy. Commis-
to 4 holders and 10 insured parties. In addition, every sion calculations can thus be immediately converted
file must be stored up to five years after the end of into payment proposals for the brokers, which repre-
the relationship with the customer. sents a substantial time saving for the administration.
“Given the complexity, in our sector you simply cannot Audit Trail
cope without a powerful relational and administrative
CRM system. Due to the fact the all file information is For a company such as HPG Belgium which handles
centralised in Microsoft Dynamics CRM, we are able sensitive financial information, not only is access to

4. information a key factor, but information security is
For more information also of the utmost importance. Prudential itself sub-
jected Microsoft Dynamics CRM to a thorough investi-
gation prior to start-up and was impressed with the
For more information about the Microsoft products and system.
service described, call +32 (0)2 704 30 00 or visit
Guy Haentjens: “In Microsoft Dynamics CRM, an Audit
http://www.microsoft.be/cases, where you will find Trail function has been built in which allows us to fol-
details of other companies that use similar types of low up which user has carried out certain transacti-
applications. ons or has responded to requests at which time. This
generates interesting information regarding for exam-
ple processing times and frequently occurring re-
For more information about Travi@ta, visit quests. In addition, extensive authorisations can be
www.traviata.be, or call +32 (0)2 721 88 80. established for all users, whereby you can precisely
control who gains access to what information.”
For more information about HPG Belgium, visit the web
Increased efficiency and security
site www.hpgb.be or call + 32 (0)2 609 08 40.
Even for a smaller organisation such as HPG Belgium,
a CRM system appears to be a valid investment. Guy
Haentjens: “You must see CRM as a way of keeping
salary costs under control. In addition, it gives a com-
pany increased security: All information is in the sys-
tem and when a key person leaves the company, bu-
siness can carry on.”
Software & Services HPG Belgium achieves the same security and flexibili-
ty by hosting all its software applications externally
Servers Microsoft Solutions and working in a Virtual Office environment.
Microsoft Dynamics CRM
Developer Tools
Cooperation with Travi@ta will continue in the
Microsoft Services
Windows future
Microsoft Technologies HPG Belgium is impressed by the quality of the analy-
Desktop Applications sis work carried out by Travi@ta. “They provided us
Other with people who are highly experienced in the financi-
al world. They were truly able to think along with us.
Today, with them, we are looking into possibilities to
allow our external staff to use the system on- and of-
Partner fline and to set up a self-service portal for brokers.
The integration of an email-marketing tool is also an
Travi@ta application that is currently in the study phase. The
www.traviata.be extension of the assortment with new suppliers is
+32 (0)2 721 88 80 well under way and we anticipate few problems regar-
info@traviata.be ding the integration of these products into our exis-
ting system”, concludes Guy Haentjens.
©2011 Lemarco
www.traviata.be
+32 (0)2 721 88 80