Creating personalised assessments for prospects

A personalised assessment turns information about a prospect's business into answers relevant to its circumstances. The difficulty is making the exchange worthwhile: you need to offer guidance that prospects could not otherwise access, rather than ask for data and return a generic result. Choose the format around the answer needed. A calculator can produce a numerical estimate, an assessor can use targeted questions to generate a report, and a configurator can help someone personalise a product or service. Where AI generates recommendations, its flexibility needs structured rules, trusted content and human oversight. Responses and interaction data can also help you improve the tool over time.

For UST, The Frameworks developed NavigatorAI to help prospects find relevant guidance within the consultancy's extensive AI expertise. It combines tailored questions and publicly available business and audience data with generative AI, producing recommendations informed by UST's AI playbook. Structured rules and human oversight helped keep the experience accurate and aligned with UST's services.

For Hiscox, The Frameworks built a Cyber Exposure Calculator to address a different problem: businesses struggled to quantify cyber risk, which could leave them paying too much or too little for insurance. The tool gives businesses a clearer picture of their risk and its monetary value, while providing Hiscox with a company security profile. Here, personalisation makes an otherwise difficult financial exposure more concrete.