Shailesh J Mehta School of Management, IIT Bombay

and

present

Case Study Competition

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Context:
You are part of a 3 member team which is seeking to address the transformation challenges at a
leading UK based life Insurance company. Your task is to chart out a feasible Business
transformation roadmap for the firm with IT perspective. The idea is to develop a cost effective
IT solution which is optimized and scalable to meet the global competition.

About the Client:

SureInsure Life Insurance UK is the largest provider of life, pensions and long-term financial
services in Europe, with a market share of around 12.1% in the first half of 2010.

We have nearly eight million customers, producing about 39% of SureInsure’s worldwide long-
term savings business, and we employ more than 11,000 people in the UK and across Europe.
Our customers come to us through a range of channels – face-to-face, over the phone, online
and through distribution partners including leading banks in Europe.

Historical time line SureInsure:

SureInsure has grown both organically and via strategic acquisitions over the last 70 years.
Some of the key milestones in the history on SureInsure Life Insurance, UK are:

 Commenced operations on 8th March 1940 as Sure Life UK

 Acquired York life UK in 1976
 Acquired Insure UK Life in 1999
 Changed brand name from Sure Life UK to SureInsure Life Insurance UK in June 2003
 Appointed DBM Bank as a strategic distribution partner in 2006
 Micro insurance foray in the UK markets 2009

Problem Statement:
Over the years the insurance industry has changed in many ways. The regulatory environment
has enhanced and there is a lot of focus on consumer protection. This has led to enhanced
regulatory reporting requirements and changes to the valuation models. Another major change
is the requirement to be complaint with Solvency II standards for all insurance firms across
Europe by May 2012.

The changed regulatory environment and the opening up of the life insurance market have led
to increased competition and put pressure on pricing. Acquiring and retaining customers have
become challenging than ever before. Due to the enhanced solvency requirements, fund
managers have relatively less money to invest and due to the increased scrutiny by regulatory
bodies like the FSA, customer interests are at the forefront. SureInsure is also poised for a

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major rebranding exercise in third quarter of 2011 where it will drop its UK specific name and
embrace its global brand WorldInsure Global.

The current IT infrastructure is ageing and the reporting is mainly driven from Excel sheets with
a lot of complex Macros which were written a long time ago and there is no documentation
about their functionality. The General Ledger and Actuarial systems were last updated in 2002.
These technical limitations affect the speed, flexibility and quality of reporting. The current
solution is not scalable to meet the demands of an enhanced regulatory environment and does
not provide the insight to make business decisions which will enable SureInsure to respond to
the dynamic market conditions. Maintaining the legacy IT infrastructure is a significant
overhead and it puts a limitation on any business process restructuring.

In view of the above, SureInsure has identified the following top 5 business priorities that need
to be addressed over the next 3 years:

 Increasing the speed & flexibility of their reporting and improving the quality of
controls & data
 Driving cost efficiency through increased productivity
 Increasing effectiveness and value add to the customer and in turn growing the
business by establishing a strong working relationship between the Finance,
Marketing and Sales functions.
 Developing a positive working climate within the organization & increase staff
morale
 Ensure smooth brand transition from SureInsure Life Insurance UK to WorldInsure
Global

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Expectations from the Business Consulting firms:

SureInsure is seeking advice from the top Business Consulting firms on how to achieve its
identified business priorities with the given time frame. The Business Consulting firms are
expected to submit their proposals which will:

 Define a Business and IT road map for the next 3 years

 Provide details of the technical approach for business objectives that need technology
enablers
 Propose a governance model which will enable SureInsure to achieve the defined
business objectives Criteria:

The applications will be evaluated on the following criteria

 Overall value delivered by the approach

 Quality and rigor of analysis
 Key Issues and Challenges faced by SureInsure
 A holistic and integrated approach which encompasses business and technology
 How does your firm propose to partner with SureInsure (Advisory and/or Advice and
implement)

Remember, the main aim is to judge the extent of analysis and thought process of the teams.
You are free to make logical assumptions as far as they maintain the sanctity of the case. As a
starter, try evaluating the competitive environment and IT strategy for insurance players in UK
keeping in mind the global ambitions of SureInsure.

Best of Luck !!

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Submission Guidelines:
1. A 12-slide power point presentation, excluding the first introductory slide,
addressing the points mentioned above
a. Any presentation exceeding 12 slides will not be considered
b. The minimum font size on the slide should be “12”.
2. A word document providing details about your response
a. Font to be used “Times New Roman”, font size should be “12”
b. 1st page should have details of the team member along with college name
c. Overall, document shouldn’t exceed 5 pages. (1st page + 4 pages)
 Important points to note:
1. Please make appropriate assumptions and state those assumptions in your
response.
2. Clarity of thought, Feasibility of the Solution and Presentation style will be given due
importance.

Important Dates:
Launch of the case study September 19th, 2010
Submission of document + presentation September 27th, 2010 (EOD)
Announcement of 5 finalist teams October 1st, 2010
Final presentation to Deloitte (at SJMSoM, IITB October 10th, 2010
Campus) *
*to and fro travel to SJMSoM, IIT Bombay campus will be reimbursed to all finalist teams. Detailed
instructions regarding same will be communicated at later stage.

Mode of Submission
1. Register your team at http://systematics.sjmsom.in
2. Send your entries to systematics11@sjmsom.in
3. The subject line of email should strictly be “DCSC_<team_name>_<college_name>”
4. Ensure correct and exact subject line. Filters are used to route the incoming emails
to concerned teams and wrong subject line might prevent your solution from being
sent to correct team

Contact Information
Pavankumar Gandhikota pavankumar.gandhikota@iitb.ac.in +91-998-753-0202
Deepesh Dhakad deepeshdhakad@iitb.ac.in +91-986-727-6040

Regular updates & registration http://systematics.sjmsom.in (has hints related to competition)

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