Thailand’s InsurTech startup, Sunday, is centralising operations and personalising services for over 330,000 customers across Thailand and Indonesia.
The move supports the company’s expansion and strengthens the ability to run multiple business models, including B2B, B2B2C, and D2C, from a single unified platform.
It leverages Sales Cloud, Service Cloud, Tableau and Slack from Salesforce.
This has helped the company build a fully integrated technology platform that consolidates sales, service, communications and data analytics into a single engine.
Founded in 2017, Sunday initially focused on group health insurance before extending to other verticals, including motor and smartphone protection.
It expanded into Indonesia in 2022, first as a licensed broker and now as a full-fledged insurer.
Tracks B2B leads
Sunday uses Salesforce’s Sales Cloud to manage the B2B2C model.
With it, the company tracks B2B leads, manages commissions, and segments retail customers based on behaviour, engagement, and purchase history.
All customer interactions, from corporate insurance sign-ups to individual top-up purchases, are logged into a single platform.
It further assists the team with a customer service ticketing system, covering claims handling, refunds, cancellations, and complaints via a centralised ticketing system.
This allows service teams to respond with full context on each customer.
Real-time API integrations provide sales and service teams with live visibility into customer history, like what policies they hold and claims made.
By combining internal data with Salesforce automation, Sunday delivers timely, relevant offers to over 330,000 active customers.
This targeted outreach increases conversions without adding manual overhead.
Slack is used for cross-functional internal communication across departments and geographies.
It ensures real-time case management, collaboration and operational visibility.
Tableau dashboards give leadership and investors granular insights into metrics like claim trends, profitability, and customer acquisition.
Exploring AI agents
Looking ahead, Sunday is exploring Salesforce’s Agentforce, a digital labour solution designed to augment human agents with AI.
The tool will automate simpler queries, enabling service staff to focus on complex tasks such as accident claims or emergency support.
The shift marks Sunday’s continued focus on operational efficiency, intelligent automation, and regional scale.
