OpenDialog AI has announced a strategic partnership with PJ Hayman, a specialist provider of niche and travel insurance solutions, aimed at transforming how consumers purchase and engage with travel insurance online. The collaboration will debut with the deployment of Selma, OpenDialog’s AI-powered Sales Agent, on PJ Hayman’s Free Spirit brand. Free Spirit offers travel insurance specifically designed for people with medical conditions and disabilities. The integration will extend to other PJ Hayman brands in phases.
Making Travel Insurance Simpler and More Accessible
Travel insurance is often considered one of the most complex types of cover to purchase, with consumers facing challenges related to medical conditions, coverage limits, destinations, and trip types. This complexity often leads to frustration, causing many travelers to abandon the purchasing process before completing their policy.
Selma aims to change this by offering a seamless, interactive experience for customers. The AI agent engages naturally with users, providing instant clarification on coverage details and guiding them through the entire quote-to-purchase process. This personalized approach ensures that each step is straightforward, transparent, and compliant with industry regulations.
Benefits for PJ Hayman and Customers
For PJ Hayman, the partnership promises to drive higher online conversion rates, reduce demand on call centers, and create a more efficient digital journey. For customers, the integration means travel insurance becomes easier to understand, simpler to purchase, and tailored to their unique needs—even in complex situations.
Key Features of Selma
Personalized guidance for customers with medical conditions and special requirements.
Instant responses to detailed travel policy queries, covering everything from trip duration to coverage levels.
24/7 support, providing travelers with confidence whenever they buy.
Seamless compliance, ensuring accuracy and transparency throughout the process.
A smoother, more accessible experience, especially for complex travel insurance products.
A Step Forward for PJ Hayman
Nikki Sparkes, COO at PJ Hayman, commented: “At PJ Hayman, we have always been committed to providing specialist insurance solutions for underserved customers. By working with OpenDialog and introducing Selma to our Free Spirit brand, we’re making it easier for customers to navigate the complexities of travel insurance with clarity and confidence. This is a key step in our digital strategy and will help us continue expanding the accessibility of our products.”
Transforming the Travel Insurance Digital Landscape
Tom Blain, Senior Vice President of EMEA at OpenDialog AI, added: “Travel insurance presents a unique challenge for digital journeys. With complex questions, regulatory hurdles, and the need for customer reassurance at every step, Selma is built for exactly this type of scenario. Our partnership with PJ Hayman shows how AI agents can make the process of buying travel insurance more intuitive, supportive, and ultimately safer for every traveler.”
This collaboration marks the first phase of a wider transformation for PJ Hayman’s brands, setting a new benchmark for digital travel insurance—one that combines personalization, compliance, and simplicity to meet the evolving needs of modern travelers.
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