If the deployment of AI can achieve one thing in the UK insurance sector then the abolition of MTA charges would be the greatest. These fees, which range from £20-£70 are seen as a tax by consumers, especially when it’s the policyholder actually doing the admin update via an app or website. So if AI can make that quicker, automated and free from cost, that would be a big step forward in terms of reputation for the industry as a whole.
Here’s the word from Freedom Insurance and CDL;
Freedom Insurance has gone live with AI-enabled self-service capabilities, enabling van insurance customers to make 24/7 mid-term adjustments (MTAs) to their insurance policies using AI, without human intervention, removing friction of policy management.
The new functionality means policyholders are able to make changes to their details and preferences in the self-service portal, using a conversational chat interface, rather than needing to speak to an agent or using forms-based processes.
It follows One Sure Insurance becoming the first UK broker to join CDL’s AI Inside Accelerator programme to embed transformational AI capabilities across the business.
The initiative is designed to transition insurance providers from basic machine learning deployment to native, fully autonomous operations.
One Sure founder and CEO, Chris Lear, said: “Our acquisition of Freedom was in part motivated by its appeal as a digital-first brand. Like many organisations, we were already looking at how AI can improve customer journeys and streamline our business model, and we were impressed by CDL’s clear road map in these areas. We’re excited to now be on that path with Freedom and look forward to extending the CDL ecosystem across the wider One Sure group.”
The initial launch is only the first phase of a broader strategy rollout. The partnership will expand agentic AI capabilities to answer granular policy queries and proactively offer relevant add-on coverages to maximise consumer protection, as well as integrating voice-to-agent telephony, allowing policyholders to execute changes verbally without waiting for human intervention.
The roadmap also encompasses agent-to-agent integration, enabling One Sure’s AI to communicate directly with third-party AI search engines to return instant, accurate quotes.
The adoption of AI to automate tasks has benefits for both operational efficiency and customer satisfaction according to CDL CEO Nigel Phillips: “Our vision is to enable all our customers to move to fully autonomous operations for day-to-day processes, using AI engineering to ensure we always offer consumers the right product at the right price at the right time. It promises to make insurance simpler and more accessible to shoppers, and most importantly, to help ensure they have the right cover and protection in place. For insurance retailers, this means greater operational efficiency, optimised workflows and, ultimately, greater capacity, as human agents can focus on more complex work
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