La Capitale transforms insurance applications with Breathe Life platform

A 2020 ICTA nomination

Toronto, ON (Jan. 20, 2020) – La Capitale is focused on innovation and finding ways to empower its advisors to better meet the needs of a modern client. Traditionally, La Capitale sold advisor-driven insurance products using paper forms. Its main application form was 32 pages long, not including supplemental forms, which drove the average length of an application to more than 40 pages. Once completed, these paper-based applications were sent by mail to La Capitale’s office and typically included mistakes that needed to be resolved about 30% of the time. The resulting back and forth resulted in a policy being issued more than 3 weeks after the application had been signed by the client. It also resulted in declining sales for La Capitale as the burden of selling these products discouraged advisors from recommending them.

To address these challenges, La Capitale partnered with Breathe Life to launch a new online platform for its advisors, which went live in September 2019. Built using the Breathe Life Enterprise Commerce Platform, the new platform enables advisors to much more quickly and easily sell La Capitale products. As advisors work with clients to fill out forms online, the Breathe Life rules engine recommends relevant products based on client information entered and validated in real-time. In addition, the dynamic application adjusts to answers in real time by providing the shortest path to completion. Advisors only see required questions and consents based on inputs provided. It’s now virtually impossible to make a mistake while filling out the application.

Today more than 450 advisors use the advisor platform which has reached and even surpassed initial objectives, making it the most successful technology launch ever for La Capitale:

  • Sales have been thriving since the September launch of the advisor platform.
  • Advisors who had not been pushing La Capitale products in the last 3 years have began selling them again using the new advisor platform.
  • The process time has been drastically reduced and policies are issued a lot faster.
  • Satisfaction rate by advisors is very high.

In just 10 months, La Capitale and Breathe Life went from project kick off to public deployment to the advisors. Now La Capitale advisors can sell fully underwritten insurance products, both term life and permanent life with optional riders, much more easily and quickly than ever before. In addition, using the Breathe Life platform, La Capitale advisors are now empowered to do what they do best — build relationships, educate clients and, of course, ensure that those clients are properly insured.

Business Impact

Use of the La Capitale advisor platform shattered expectations, exceeding the initial goal of servicing 5% policies through the platform to 27% just 3 weeks following the launch.

  • Error rates declined from an average of 30% to now 0%.
  • Processing time for applications is down 20% since the launch of the platform.
  • More than 450 advisors are using the platform.

About La Capitale

La Capitale Insurance and Financial Services, created in 1940, has a strong presence across Quebec and throughout Canada. With over 2,686 employees and guided by the values of mutualism on which it was founded, La Capitale works with clients to build, protect and value what they feel counts for their financial security. It offers insurance products and financial services to the general public, as well as to Quebec public service employees. With assets of $7.4 billion, La Capitale occupies a choice position among leading insurers in Canada. For more information, visit

About Breathe Life

Breathe Life is helping protect families around the world by transforming the way personal insurance is bought and sold today. For more information, please visit

Source: Breathe Life

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