Case Study: BGPlus — An Assistance CRM for 20+ Insurers and 400+ Partners

In short: BGPlus is a CRM platform that manages insurance assistance services end to end — check-ups, appliance maintenance, healthcare appointments. It was built and is operated by BenefitCodes as an enterprise solution. Today it runs across 20+ insurance companies, 400+ partners and 200+ automated workflows.

The Problem Space: Why Assistance Operations Are Hard

Assistance services inside insurance policies connect two sides: the policyholder who requests a service and the partner who actually delivers it — a repair service, a clinic, a technician. In between sit the insurer, authorization rules, SLAs and reporting. When this runs on phone calls, email and spreadsheets, three things happen: requests get lost, appointments collide, and nobody can see who did what when. As volume grows, the problem grows exponentially, not linearly.

Insurtech investment in Türkiye mostly goes to the sales channel; the operational side lags behind. We covered that in a separate post: Insurtech in Türkiye: The Front End Is Modernizing — What About Operations?

What We Built

• Request and appointment management: One flow from the policyholder's request to service closure; appointment scheduling and tracking.
• Partner portal: A separate interface where 400+ partners see, update and report on their own jobs — the piece that eliminated the phone traffic.
• Automated workflows: 200+ automations for repetitive steps such as assignment, reminders, escalation and closure.
• AI-assisted decisions: Routing and prioritization that learn from data rather than relying on a fixed rule set alone.
• Insurer visibility: Separate reporting and SLA tracking for each insurance company.

Why We Built It This Way

The first decision was buy versus build. Off-the-shelf CRMs are designed for sales funnels; they do not carry the three-sided structure of assistance operations (policyholder–partner–insurer) or authorization rules. Bolting that onto a packaged product raised the cost with every customization. Building an owned platform — the model we call SaaP — turned out cheaper and more controllable in the long run.

The second decision was to build the partner portal first. Most of the manual work in the operation came from communicating with partners; giving them their own screens delivered the single largest efficiency gain.

Outcome

• 20+ insurers served through one platform
• 400+ partners working from their own portal
• 200+ workflows running without human intervention
• Live, in production, operated by BenefitCodes

Three Lessons From This Case

1. In operational products, the most valuable feature is the one that removes the most phone calls. For us that was the partner portal.
2. Multi-sided business models rarely fit packaged software. If all three sides need their own interface, an owned platform is usually the right answer.
3. Automation comes after the process is clear. The 200 workflows were not written on day one; processes were made visible first, then the repetitive ones were automated.

If you want to digitize a similar operation or build a new product, see our CTO-as-a-Service and technical partnership model or book a 30-minute call.