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Abstract

Swelians operates across multiple sectors such as banking, life insurance, non-life insurance, and animal insurance, providing a wide array of products. This diversity influences its organizational structure, application ecosystem, and operational workflows, resulting in extended timelines for product development, automation, and market introduction.

The company still operates as a pipeline in its IT landscape, making it vulnerable to competitors and startups that deliver better customer value, speed, quality, and cost efficiency.

This complexity limits cross-selling multiple products from different units to one customer. Current systems cannot support the needed analysis, marketing, and sales for these strategies. Efforts to improve through system development or marketing often start but drag on for years without results due to reliance on the pipeline model, which blocks agility in meeting market demands.

To understand how Swelians digitizes and offers products within the pipeline model, it’s important to first grasp what the pipeline business model involves.

Author: Johnny Yakoub