Global insurance organisation
Building an insurance segmentation with deep impact and organisational change
Understanding needs
As part of a wider shift to customer centricity, we built a robust segmentation framework across 15 markets for a global insurer. To enable precise targeting of communications, smarter product development, and clear visibility of both future and current acquisition opportunities.
Connecting data
We combined market survey insights—covering psychographics, life stage, needs and barriers—with internal databases, enriching gaps through third-party appends. Segments were integrated into agent and broker tools, activating tens of millions of customer records worldwide 57% of all customers.
Driving change
Segmented markets have:
- 3-8% higher customer retention.
- 1.5-2.0x – more likely to acquire an additional product.
- 3-5% higher revenue attained.
- 5.2% average increase in higher tier customers.
- +7pts in tNPS over two years.
This conjoint has been extremely helpful for us when implementing the entire add-on strategy, enabling us to be data driven and customer centric
Clara Westman
Head of Customer Insight and Brand Innovation