case study
Addactis | Growing Brand and Pipeline across ASEAN
Global leader in insurance pricing and actuarial software
S2M
October 17, 2025
•
4 min
about project
From European Leadership to Asian Growth
Addactis, a global leader in insurance pricing and actuarial software, had built strong traction across Europe and was accelerating expansion into Asia. While trusted by major global insurers, brand awareness in Asia remained limited. To drive growth, Addactis needed to build credibility fast, generate pipeline, and reach decision-makers in actuarial, risk, and IT — all without local sales or marketing infrastructure.
PROJECT KPI
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6 Markets
in Asia
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50
High-Value Meetings
$7M+
In Qualified Pipeline
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problem statement
Breaking into Markets Where Awareness Was Low and Decisions Were Complex
Addactis faced several barriers typical of new market entry in the insurance sector:
- Low brand recognition among target insurers across ASEAN
- Limited in-country resources, with no dedicated SDR or marketing presence
- Complex buying committees, involving Chief Actuaries, Heads of Risk, CIOs, and Finance leaders, making outreach resource-intensive and multi-layered
OUR APPROACH
Local Relevance, Regional Scale
S2M designed and executed a market entry and account engagement program built to accelerate brand visibility and pipeline creation across ASEAN. The approach included:
- Account Mapping & Prioritization: Identified and mapped 300+ target insurers, profiling key decision-makers in actuarial, IT, risk, and finance.
- Localized Outreach: Executed personalized campaigns in English, Thai, Bahasa, and Vietnamese, adapting value propositions to local regulatory drivers such as IFRS 17 and digital insurance mandates.
- Multi-Stakeholder Engagement: Focused qualification on account penetration, ensuring outreach engaged multiple senior personas within each target insurer.
- Feedback & Market Intelligence: Captured and shared insights on buyer objections, priorities, and competitor positioning to refine Addactis’ ASEAN go-to-market strategy.
Client Testimonial
What our Client Says
“Breaking into ASEAN was always going to be about credibility. S2M didn’t just get us meetings; they helped us engage the right insurers, with the right story, at the right time. It accelerated our entry far faster than we could have done alone.”
— Stéphanie Dausque, CEO Asia, Addactis
THE FINAL RESULT
From New Entrant to Recognized Player
Within six months, Addactis established a credible foothold in ASEAN and built a foundation for long-term, scalable growth:
- Brand visibility: Engaged decision-makers across 5 key ASEAN markets within 90 days
- Meetings generated: 52 qualified meetings with CIOs, Chief Actuaries, and Heads of Risk
- Pipeline creation: $7.8M+ in qualified pipeline across top insurers
- Market intelligence: Provided actionable insights on buying triggers, regulatory trends, and competitive dynamics
"At S2M, we specialize in helping global tech and software providers scale across diverse markets like ASEAN. Success depends on local relevance, account-first engagement, and multi-stakeholder coverage. By combining outbound expertise with market insights, we help vendors like Addactis bridge the gap between brand entry and pipeline creation."
- Guillaume Charron, Managing Director, S2M
