case study
From Friction to Focus
How a Pet Insurance Founder Rebuilt Sales, Culture, and Product Strategy Through Executive Coaching
Client:
Owner, Pet Insurance Company
Industry:
Pet Insurance
Engagement:
3 year executive coaching & custom program
The Challenge
Sales were underperforming. As a result, culture was strained. Sales and customer service were blended into one role, creating confusion, burnout, and internal friction. Communication broke down across teams, and growth felt increasingly complex.
The original ask was simple: increase sales. The real work was deeper.
The Work
Execuvu began with listening:
- Company-wide stakeholder interviews to surface disconnects
- Direct conversations with veterinarians, breeders, and partners
- Deep analysis of internal data, claims history, and customer behaviour
We separated signal from noise and addressed structure before performance
The Shift
Together, we restructured the business:
- Split sales and customer service into distinct, purpose-built roles
- Redesigned hiring criteria and onboarding for each function
- Reimagined product strategy using historical data and actuarial insight
The result was a bold move: launching one of the first unlimited coverage pet insurance policies. Our new product helped shift the company from low-cost transactions to high-value relationships.
The Impact
- Sales increased dramatically following restructuring and product launch
- The highest-end policy became the top-selling product
- Culture friction decreased as roles, expectations, and accountability clarified
- Veterinary channels became a trusted education and distribution partner
What had been a struggling sales organization became a focused, aligned growth engine.
Why it Matters
This wasn’t a sales fix but a system reset. By addressing structure, communication, and decision-making together, the executive team didn’t just improve results, they built a business capable of sustained growth.
220%
Increase in sales team closing rate
300% +
Dramatic increase in average transaction
50%
Rewrote 50% of all client correspondence to reflect a positive tone of the company’s new culture
Newsletter
Leadership, Strategy, and Communication — Delivered.
Practical insights for modern leaders who want clearer thinking, stronger communication, and better results.
