Interview with Julian Masliankov, VP of Insurance Services, who shares his vision about Sirma’s growth and elaborates on the opportunities that our consolidated teams offer to the insurance sector through the implementation and adoption of the leading No-Code/Low-Core CRM Creatio
Welcome, Julian. Thank you for joining us. Let’s start with your background and your partnership with Creatio.
JM: Thank you for having me! I bring over 25 years of experience in the insurance industry, during which I’ve worked closely with a wide range of insurance enterprises on their journey toward digitalization. My career has been deeply intertwined with the evolution of technology within this sector, especially in leading legacy replacement and modernization projects. Throughout these projects, I’ve gained a thorough understanding of the challenges insurance companies face in these transformations—the significant time and resources required, the inherent inflexibility of legacy systems, and the struggle to meet ever-evolving customer needs while keeping pace with rapid technological advancements and competitive pressures.
Recognizing these challenges firsthand, I was particularly impressed when I encountered Creatio’s platform. Its undeniable advantages—especially its low-code/no-code approach—present a transformative solution for the insurance industry. The platform’s flexibility, speed, and ease of use were crucial factors that could help insurance companies overcome digital transformation hurdles, enabling them to adapt more quickly and efficiently to market demands. In 2020, TBI Info, now part of Sirma, became the first Bulgarian company to partner with Creatio. This partnership was driven by clearly recognising the platform’s potential to revolutionize insurance businesses’ operations.
Creatio has recently reached its “unicorn” status. What sets it apart from other CRM and BPM platforms?
JM: In the product landscape, what truly sets the Creatio CRM platform apart is its exceptional “time-to-value.” Creatio enables customers to implement solutions within months, dramatically accelerating their ability to see results. This efficiency has won the loyalty of thousands of customers and attracted a vast and rapidly expanding global partner network, further solidifying Creatio’s position in the market.
What opportunities do you see for businesses partnering with Creatio?
JM: What stands out to me is Creatio’s unique approach and philosophy toward its partners. At this year’s No-Code Days in Florida, their annual global community event, I again saw their deep commitment to their partner network, which truly sets them apart from other vendors in the CRM/BPM space. Creatio’s core values—Passion, Genuine Care, Excellence, and Continuous Growth—are not just internal principles but are actively shared and nurtured within their community. This spirit of collaboration, combined with their leadership in no-code technology, creates numerous opportunities for Creatio and its partners to address market challenges together.
Can you share some success stories from your partnership?
JM: Certainly. One of our standout success stories is our partnership with a leading financial services company, where we successfully replaced their existing CRM system, provided by a globally recognized vendor, with our Sirma InSuite solution powered by Creatio CRM. This transition resulted in substantial cost savings for the customer, particularly in licensing fees. Beyond financial benefits, the new system also introduced additional functionalities that were crucial to the business, all at a fraction of the investment that would have been required with the previous vendor. This implementation streamlined their operations and enhanced their ability to meet evolving business needs more effectively and efficiently.
What trends do you see shaping the future of CRM and BPM, and how is Creatio positioned to address them?
JM: One significant trend is the increasing demand for AI and machine learning capabilities within CRM and BPM solutions. Businesses seek intelligent systems that can provide predictive insights and automate complex tasks. Creatio is at the forefront of this trend, integrating advanced AI features into its platform. Another trend is the shift towards more personalized customer experiences, and again, their low-code/no-code approach allows businesses to adapt and meet these evolving expectations quickly. Creatio continually innovates to stay ahead of these trends and deliver cutting-edge solutions to their customers and partners.
What are your plans for the Sirma InSuite solution powered by the Creatio CRM platform?
JM: Sirma Insuite is an all-in-one platform that manages the entire policy lifecycle—from quotations and underwriting to policy issuance, claim processing, and payments—while supporting agility, scalability, and innovation. It helps companies deliver superior customer service, improve retention, and boost sales. The platform includes comprehensive policy and claims management modules and a wide range of sub-processes for customer service and post-sale administration.
A key feature is its flexible configuration module, which allows for the design and automation of even the most specific products and processes. Sirma InSuite can function as a standalone solution or integrate seamlessly with existing core and accounting systems, making it adaptable to any ecosystem. Insurance companies, brokerages, and banks of all sizes can use this cloud-based, highly secure solution to digitize, optimize, and automate processes, improve operational efficiency, and integrate easily with portals and mobile apps for self-service. Additionally, it can be deployed on-premises if needed. Our plans for the product will align with Creatio’s investment and development of the platform’s AI capabilities and technology trends on personalized customer experience.
Thank you for sharing your insights, Julian. We look forward to continued success and even more opportunities for Sirma InSuite in your partnership with Creatio.
Julian Masliankov: Thank you! We are excited about the opportunities our partnership with Creatio brings and how Sirma can support our customers in the region and beyond.
©Photo credits Ivan Yordanov
