The client
An international insurance group with multiple business lines (motor, home, life, health), distributed through an agent network, direct channels and banking partnerships. The average customer holds several active products over a multi-year lifecycle.
The challenge
- Policy, claim and digital-touchpoint data separated, with no unified profile.
- Retention and upsell campaigns based on product segmentation, not real behaviour.
- Frequent overlap between audiences of different lines, with inconsistent messaging.
- Difficulty designing continuous journeys consistent with the insurance lifecycle.
The solution
- Aggregation of policy, claim and digital touchpoints into a single customer profile.
- Behavioural segmentation shared across business lines.
- Audience governance with centralised priority rules and frequency caps.
- Lifecycle journeys consistent with expiries, renewals and claims.
The results
+precision
targeting on retention campaigns
−overlap
audiences across business lines
shared
data foundations across previously isolated teams
