Lead management & automation

Mutualys Lead Platform

Centralising requests and automating their follow-up

Mutualys was receiving requests from several channels, but assigning them to advisers was done by hand. The team needed shared follow-up, without replacing the CRM used for contracts and customer files.

Okzea built a custom platform that now gathers requests from both brands, automates their assignment and organises follow-ups and appointments.

A WhatsApp AI assistant handles the first exchanges, under the team's supervision.

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Overview

Mutualys is a health insurance broker and the parent company of Normandie Santé. Its advisers qualify and follow up on requests from people looking for a better health cover.

Okzea has worked with Mutualys since June 2024. The engagement started with a single lead-capture form and grew, request by request, into the platform that now runs lead intake for both brands.

The existing CRM keeps managing contracts and customer files. The platform built by Okzea handles requests upstream: capture, assignment, qualification and follow-ups. The two tools exchange the data they need so nothing is entered twice.

Project details

The challenge

Requests arrived from several channels, with no shared follow-up.
Assigning them to advisers was done by hand, so requests waited or fell through the cracks.
The CRM used for contracts and customer files had to stay in place.
Marketing needed to know which campaigns generated requests.

Lead management shaped around the advisers

Assignment had to follow Mutualys' own rules: region, adviser role, availability and daily handling capacity. Okzea built these criteria into a lead-management tool connected to the existing CRM.

Technical note: a WordPress plugin for the funnel and lead management, a standalone application for the WhatsApp assistant, and six third-party services connected.

One dashboard where the team follows requests, advisers, duplicates and campaign results.
Two-way synchronisation with the existing CRM, so the exchanges between tools are automated and nothing is typed twice.
SMS follow-ups and online appointment booking, synced with the advisers' calendars.

A WhatsApp AI assistant, supervised by the team

The assistant is a standalone application built on Meta's WhatsApp Cloud API. New requests are handed to it from the funnel. It greets the person, qualifies the request, offers a callback or an appointment, and hands over to a human adviser on request.

Advisers can take over at any time. Administrators can inspect, pause or resume any conversation, with a full audit trail.
The model can only act on a request through controlled, audited actions.
Consent and opt-out rules are enforced independently of the model.
Automatic follow-ups when a person goes quiet, then a clean close.
Per-brand conversation profiles, so each brand keeps its own tone.

The assistant's admin inbox: a conversation open next to the lead record, with pause, resume and handover controls. Demo data.

Two brands, one request funnel

The public side serves the forms of both brands, embeds them in the brochure sites, and feeds every submission into the lead-management platform. It sits alongside the 2025 redesign of mutualys.fr.

Multi-step forms for each brand, with A/B variants and a shorter flow that collects details progressively.
Private forms for advisers and campaign-ready links for marketing.
The mutualys.fr redesign: clearer offers, stronger calls to action, fully responsive.

Understanding where requests come from

Marketing needed to understand which campaigns generated requests. The tracking measures form submissions, not just page views.

A first-party funnel dashboard that shows submissions and funnel steps without storing personal data.
Consent management is integrated across the whole journey.

From a form to a lead platform

2024
A first lead-capture funnel on WordPress, connected to the existing CRM and to ad tracking.
2025
Redesign of mutualys.fr, then a real admin dashboard with analytics, duplicate detection and A/B testing.
2026
Automatic adviser assignment, the second brand onboarded, funnel analytics, SMS and appointments, and the launch of the WhatsApp assistant.

A platform that keeps evolving, without an in-house technical team

Mutualys has no in-house developers. Okzea maintains the platform and develops it further. Assignment rules are documented in plain language, and changes are tested before they reach production.

The assignment rules live in a plain-language document the client can read, updated with every change.
Automated tests on every change and a scripted release process: more than 80 plugin releases since April 2026.
Changes are checked in a test environment before they reach production.

What changed for the team

One shared lead-management platform: 2 brands
Requests assigned by Mutualys' rules and advisers' availability: Auto
First exchanges handled by the WhatsApp assistant: 24/7

Centralised requests: Requests from both brands are gathered in one follow-up space.
Automated assignment: Manual dispatch gives way to rules that account for region, role, availability and each adviser's daily capacity.
Connected follow-up: Lead management, follow-ups and appointments rely on tools linked to the existing CRM.

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