How DELA Streamlined Broker Management and Boosted Growth with Qollabi

About DELA

DELA is a niche insurance provider specializing in funeral care, operating across Belgium, the Netherlands, and Germany. With over 85 years of history, DELA combines funeral organization and insurance, ensuring affordable and seamless funeral services. In Belgium, DELA works through a multidistribution model, where brokers play a pivotal role, managing ~5,000 active brokers, with ~3,000 in active collaboration.

“The professional broker remains an important partner for DELA and holds a prominent role in the distribution landscape.” 

Cindy Van Waelderen

Sales Manager B2B at DELA

Challenge

DELA’s commercial team faced three critical challenges:

Dependence on top brokers: 20% of brokers accounted for 80% of production, leading to risk and limited growth.
Limited growth capacity: The best-performing brokers had a natural ceiling on how much new business they could generate.
Market consolidation: Small, loyal brokers were being acquired or exiting, forcing DELA to rethink its engagement strategy.

Solution

DELA partnered with Qollabi to roll out a scalable partner planning platform that could:

Prioritize broker focus using segmentation and data analysis.
Provide account managers with a “broker-like-you” model to match outreach strategies to broker profiles..
Translate top-down commercial strategies into actionable, field-level plans

“Where we used to track everything separately, it’s now all centralized. It makes follow-up much easier.” 

Jürgen Cathry

Account Manager at DELA

Implementation

The collaboration started with a whiteboard approach, co-developing a solution alongside Qollabi’s team. Account managers were trained to break down strategies into small, manageable tasks, work in two-week sprints, and collaborate directly with brokers via mutual success plans.

Key steps included:

Resource reorganization: Reviewing sales team structures, time allocation, and coaching approaches.
New segmentation models: Using data-driven insights to identify which brokers to target and how.
Tool integration: Embedding Qollabi as both a strategic focus tool and a day-to-day operational planner.

Results

DELA has already seen major improvements:

Stronger account manager focus:“Our people are becoming true professionals — breaking down the global strategy into clear priorities and leading data-driven conversations,” notes Mathieu.
Improved efficiency: “Where we used to track everything separately, it’s now all centralized. It makes follow-up much easier,” says account manager Jürgen Cathry.
Activated new broker relationships: “By using Qollabi efficiently, I’ve been able to activate brokers who previously engaged less with the funeral care plan,” Jürgen adds.

Future Outlook

Looking ahead, DELA is excited to deepen its data-driven approach, including the integration of AI for even faster and smarter broker insights. Cindy envisions evolving from a static system to a dynamic, insight-generating tool:

"That can lead to specific insights and provides our account managers with frameworks to better translate the strategy into action."