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Case Study: Aura Media's Transformative Support for One Family's Telemarketing and Direct Sales Teams
This case study examines how Aura Media partnered with One Family to significantly expand their direct-to-consumer sales channel. Beginning in 2018, this strategic collaboration helped One Family develop robust telemarketing capabilities, maintain strict regulatory compliance, and ultimately transition from outsourced to in-house operations. Through data provisioning, call centre management, and innovative profiling solutions, Aura Media delivered substantial improvements in lead quality and sales performance across multiple product lines, establishing themselves as an indispensable partner in One Family's direct sales success.
Strategic Expansion: The Initial Challenge
Limited Direct Sales Capabilities
In 2018, One Family made a strategic decision to expand beyond their established network of IFAs and brokers by developing a direct-to-consumer channel. This initiative was driven by the recognition that direct consumer relationships would provide significant value to the organisation. However, the company faced substantial challenges in implementing this strategy.
One Family's existing direct sales infrastructure was insufficient to support the ambitious expansion plans. The company needed to rapidly scale its operations to meet new strategic goals.
Regulatory Compliance Requirements
Any expansion would need to maintain strict adherence to complex regulatory frameworks, including DPA 2018, GDPR, PECR, OFCOM, and FCA guidelines.
Resource Constraints
Internal resources were inadequate for the scale of expansion required, necessitating external expertise and support to achieve strategic objectives.
Initial Focus: Over 50s Guaranteed Life Plans
The initial focus of this expansion was the Over 50s guaranteed life plans, which would serve as the testing ground for One Family's new direct-to-consumer approach. To address these challenges, One Family partnered with Aura Media, seeking their expertise in telemarketing strategy and implementation.
Strategic Testing
Using Over 50s plans as the initial product to validate the direct-to-consumer approach
Expert Partnership
Engaging Aura Media for specialised telemarketing expertise and implementation
Aura Media's Comprehensive Solution
Aura Media responded to One Family's challenges with a proactive and multifaceted approach that went far beyond simple data provision. Their comprehensive solution addressed immediate needs while establishing a foundation for sustainable growth.
Tailored Data Provision
Aura Media began by identifying and supplying precise consumer data sets specifically tailored for One Family's Over 50s products. This targeted approach ensured that telemarketing efforts would reach the most relevant potential customers, maximising efficiency from the outset.
Scaling Operations
Following a successful in-house pilot, Aura Media quickly recognised that external resources would be necessary to scale telemarketing efforts effectively. They took the initiative to search for and onboard outsourced partner call centres, managing the entire process to ensure quality and compliance.
Comprehensive Management
Aura Media's role extended to centralising and strictly managing all dialled data, maintaining meticulous regulatory compliance throughout the operation. Their oversight ensured that all telemarketing activities adhered to the complex regulatory requirements facing financial services providers.
The scale of Aura Media's solution was impressive, with over 75 dedicated telesales agents consistently maintained across outsourced call centres for four years. To mitigate risk and ensure operational stability, Aura strategically onboarded three additional call centres, creating redundancy and resilience in the sales operation.
75+
Dedicated Agents
Telesales specialists maintained across outsourced call centres
4
Years
Consistent management of outsourced operations
3+
Call Centres
Strategic redundancy to ensure operational stability
Successful Transition to In-House Operations
When One Family made the strategic decision to transition from outsourced call centres to in-house telesales operations, Aura Media once again demonstrated their value as a strategic partner. This complex transition could have potentially disrupted sales performance, but Aura's careful management ensured continuity and maintained momentum.
1
Planning Phase
Aura Media developed a comprehensive transition strategy that would allow for the gradual migration of sales activities without compromising performance metrics or customer experience.
2
Implementation
The migration process was executed with precision, transferring operations from external providers to three internal locations. Aura Media provided oversight and support throughout this critical phase.
3
Optimisation
Following the transition, Aura Media continued to refine processes and systems, ensuring that the newly internalised operations maintained high performance standards and regulatory compliance.
Throughout this transition period, Aura Media demonstrated remarkable adaptability and technical expertise. This was particularly impressive considering the challenges posed by One Family's legacy systems, which required careful integration with new processes and technologies.
Aura consistently delivered insightful sales analytics and comprehensive performance reporting throughout the transition, providing One Family's leadership with the data needed for strategic decision-making during this pivotal organisational change. Their support ensured that the transition to in-house operations was completed without interruption or compromise in sales performance.
Advanced Profiling and Modelling Solutions
A significant breakthrough in performance came with Aura Media's introduction of their innovative profiling and modelling solutions in 2024. This sophisticated approach to lead generation and qualification represented a step-change in the effectiveness of One Family's direct sales operations.
Enhanced Lead Quality
Aura's profiling solutions substantially improved the quality of leads, ensuring that sales efforts were directed toward consumers most likely to convert. This targeted approach maximised the efficiency of the sales team and improved return on investment.
Improved Contact Rates
The implementation of these advanced solutions resulted in an immediate and notable uplift in contact rates. Sales agents were able to reach more potential customers, significantly increasing opportunities for conversion.
Increased Consumer Engagement
Beyond simply reaching more consumers, Aura's profiling ensured that those contacted were more receptive to One Family's offerings, leading to more meaningful conversations and higher engagement throughout the sales process.
Aura Media's profiling and modelling capabilities demonstrated their sophisticated understanding of consumer behaviour and data analytics. By applying these insights to One Family's direct sales strategy, they were able to drive significant improvements in performance metrics and contribute directly to revenue growth.
Multi-Product Support and High-Volume Management
Aura Media's support extended across One Family's entire product portfolio, demonstrating their versatility and comprehensive understanding of the financial services market. Their ability to manage thousands of leads daily while maintaining quality and compliance was instrumental in driving sales outcomes across multiple product lines.
Over 50s Life Plans
The flagship product that initiated the partnership, with Aura Media consistently delivering high-quality leads that converted effectively.
Beagle Street Life Cover
Aura Media adapted their approach to support this specialised offering, ensuring appropriate targeting and messaging.
Savings Products
JISA, ISA, and LISA products required different consumer profiles, which Aura Media successfully identified and targeted.
Equity Release
Aura's targeted approach generated high-value, high-intent leads critical for these complex financial products.
The diversity of products supported demonstrates Aura Media's adaptability and deep understanding of different consumer segments. Each product required unique targeting strategies, messaging approaches, and qualification criteria, all of which Aura successfully implemented.
Particularly noteworthy was Aura's contribution to One Family's Equity Release offerings. These complex financial products require highly qualified leads with specific financial circumstances. Aura Media's targeted approach generated high-value, high-intent leads that directly contributed to significant growth in revenue from this product line.
Measurable Results and Business Impact
Volume and Efficiency
Aura Media successfully managed thousands of leads daily, ensuring efficient distribution and follow-up. This high-volume capability allowed One Family to scale their direct sales operations significantly while maintaining quality standards.
Revenue Growth
The partnership directly contributed to revenue growth across multiple product lines. Particularly notable was the impact on high-value offerings such as Equity Release, where Aura's targeted lead generation approach delivered substantial returns.
Operational Transformation
Beyond immediate sales results, Aura Media helped transform One Family's operational capabilities. The successful transition from outsourced to in-house operations created a sustainable, scalable sales function that continues to deliver value.
Analytics and Insights
Aura's advanced consumer insight analytics provided One Family with valuable data for strategic decision-making. These insights extended beyond sales performance to include consumer behaviour and market trends.
Throughout multiple organisational changes at One Family, Aura Media maintained their unwavering support and commitment to excellence. Their responsiveness and adaptability ensured continuity during periods of transition, while their continuous pursuit of performance improvements drove ongoing optimisation of sales processes.
The cumulative effect of these results was the transformation of One Family's direct-to-consumer sales channel from a limited capability to a significant driver of business growth. Aura Media's role in this transformation established them as an indispensable strategic partner rather than merely a service provider.
Conclusion: A Transformative Partnership
"Aura's dedication, responsiveness during multiple organisational changes, and their continuous pursuit of excellence have solidified them as an indispensable partner. Their role has not merely been supportive but transformative, driving tangible, sustainable growth in our direct-to-consumer sales channel." - Colin Hibberd, Head of Direct Sales, One Family
Strategic Vision
Aura Media demonstrated a deep understanding of One Family's strategic objectives and developed tailored solutions to achieve them.
Operational Excellence
From data management to call centre operations, Aura maintained high standards of performance and compliance throughout the partnership.
Continuous Innovation
The introduction of advanced profiling and modelling solutions in 2024 demonstrated Aura's commitment to ongoing improvement and innovation.
The success of this partnership can be attributed to several key factors: Aura Media's proactive approach to identifying and addressing challenges; their technical expertise in data management and analytics; their commitment to regulatory compliance; and their ability to adapt to changing organisational needs.
As One Family continues to develop their direct-to-consumer channel, the foundation established through this partnership provides a solid platform for future growth. The transformation of their sales capabilities, from limited internal resources to a robust, compliant, and high-performing operation, represents a significant competitive advantage in the financial services market.
The case of One Family and Aura Media demonstrates that with the right strategic partner, organisations can successfully navigate complex transformations and achieve sustainable growth in challenging market conditions.
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