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Summit Insurance Doubles Pipeline with Hyper-Personalization
Keller Maloney
Unusual - Founder
May 5, 2025
Customer | Summit Insurance (summitcover.ca)
Impact (first 14 days)
Metric | Before Unusual | After Unusual | Lift |
|---|---|---|---|
Site‑wide conversion rate | 6.4 % | 14.7 % | +130 % |
Bounce rate | 52 % | 31 % | –40 % |
Qualified opportunities | baseline | 2.2× |
"We need a website that is relevant whether you’re a farmer or a software executive. Unusual handles that personalization behind the scenes so we can get more qualified leads into our funnel."
- Davis Gilbert, Founder & Managing Partner, Summit
The Challenge
Summit writes policies for fitness trainers, tech start‑ups, snow‑plow operators, construction firms, and dozens more verticals. Generic, catch‑all copy meant that expensive ad clicks landed on pages that never mentioned the exact coverage prospects were searching for.
Research shows most visitors decide whether to stay or go in the first 10–20 seconds . Summit’s 52% bounce rate confirmed the gap: prospects weren’t sticking around long enough to find the right product page
Why Summit Chose Unusual
Zero heavy lifting. Install a pixel into your website like any tracking pixel, and Unusual will start reading on‑site behavior and UTM parameters.
Channel‑to‑page continuity. The same specificity that made their 264 Google Ads keywords perform—“snow‑plow insurance,” “D&O liability,” “personal‑trainer coverage”—now continued on‑site instead of stopping at the click.
Always‑learning AI. Unusual’s model refines copy, CTAs, even hero images based on what each visitor has already read or clicked.
Personalization in Action
The following are examples of personalization that Unusual has delivered to different Summit site visitors
Google Search Ad for "personal trainer insurance"
Visitor from blog Guide to Course of Construction Insurance
Multi-visit visitor evaluating Builder's Risk insurance
In this case, Unusual generated a fully-personalized case study/popup for that visitor on their next visit.
Behind the scenes, Unusual stitched together ad keywords, referring URLs, and on‑site paths to decide which story to tell next. The right policy was no longer two clicks away—it was the very first thing a prospect saw.
Results
+130 % site‑wide conversion after 14 days; the uplift has held steady for eight months and counting (via ongoing A/B test).
2.2× qualified pipeline from the same ad spend and organic traffic.
40 % drop in bounce rate, indicating prospects immediately found content relevant to their niche.
How Unusual Works
Observe. Unusual captures every click, scroll, referral source, and UTM tag.
Infer intent. Its AI clusters visitors by demonstrated interests—not just firmographics.
Rewrite on the fly. Copy, images, and CTAs swap in milliseconds, producing a “mini‑landing page” for each individual.
Expand the journey. The same intent signals power hyper‑targeted follow‑up emails and retargeting ads.
B2B companies running Unusual report an average 83 % pipeline lift —Summit beat even that benchmark.
Key Takeaways for B2B Marketers
Stop treating every click the same. Prospects judge relevance in seconds; personalized first impressions keep them on‑page.
Maximize existing traffic. Summit’s win came without increasing spend—only by matching messages to intent.
Let AI do the scaling. Manual landing‑page builds can’t keep up with hundreds of keywords; Unusual generates infinite variants automatically.
“We didn’t pour in new traffic; we just got more out of our existing traffic. Flipping on Unusual did more for inbound than all our past design tweaks combined.”
- Davis Gilbert, Founder & Manager Partner, Summit
About Summit Insurance
Summit is a modern Canadian brokerage based in Kelowna, Canada providing custom commercial, liability, tech & cyber policies for businesses of every shape and size. They recognize that every business is unique, and insurance policies should reflect that. With a combination of tech and expertise, they design custom coverage for each client.
About Unusual
Unusual turns any B2B website into a one‑to‑one sales conversation, personalizing content for every visitor in real time. Marketers use Unusual to convert more of the traffic they already have—no code, no new landing pages, just results. Try it free at unusual.ai.
