💔 The Breakup Files:  Why Allianz and Generali Switched to Insider

It’s not me — it’s you.

Allianz and Generali wanted help optimizing this process. Both are global brands founded in the 19th century, among the largest in their category and offer a wide range of insurance products and asset management services. Allianz operates a network serving 125 million customers in 70 countries, while Generali serves 68 million customers in 50 countries.   

For Allianz, the challenge was around customer and prospect data. Data privacy restrictions and complex sales cycles often stop insurance marketers from gaining a holistic view of their customers. Traditionally, reliance on internal technical teams has been high, preventing marketers from being as agile and autonomous as needed. Allianz needed a platform that could help them deliver better customer experiences without relying on extensive IT and development support. They also needed a tool that could centralize their customer data, making it easier for data-driven decisions and improving key results. Using those data to update customers on the latest products and offers is essential to increasing customer lifetime value (CLTV). Allianz needed to ensure they never missed an opportunity to share relevant, timely, and personalized offers with their customers.

For Generali, the challenge was in generating and qualifying leads. The marketing team’s top priority was collecting leads to pass over to the sales team. However, Generali’s poor onsite experience prevented the collection of as many leads as needed. A high bounce rate meant fewer sales opportunities, affecting the bottom line. Also, Generali’s current lead validation process was nonexistent. Sales teams were wasting valuable time contacting customers with low or no interest in their services. The team needed a quick way to validate leads and drive sales while boosting efficiency.  

Time to break up?

Both brands needed what they weren’t getting from their existing martech. Insider’s solutions involved integrating existing CRM data with Insider’s Customer Data Platform to create comprehensive real-time 360-degree customer views and support the delivery of relevant, highly personalized customer communications and experiences. Positive results included substantial improvement in engagement rates and the volume and efficiency of qualified sales lead generation.  

For Allianz: Insider’s Customer Data Platform was just the tool they needed for building individualized customer experiences. By connecting cross-channel data, predicting future behavior with AI, and offering the power to individualize customer experiences, Insider enabled Allianz to build AI-powered segments and deliver better customer experiences. Working closely with Insider’s growth experts, Allianz built an App Push Notification strategy that encouraged users to opt-in to future communications and news from the brand. Insider’s AI-powered segmentation strategies allowed Allianz to re-engage customers with Push Notifications just in time for renewal.

These efforts gave Allianz the needed unified view of their customer data. The App Push programming drove an 80% opt-in rate, which was 20% higher than the industry average, with significant increases in CLTV.

Allianz’s feedback mirrors this success.  

“Insider gives us the unified customer view we were searching for. The platform offers real-time, server-to-server integration and an encrypted identification approach, which gives us the security and freedom to create precise AI-powered segments and use them to build better customer journeys.

“Insider helps us maximize customer engagement and loyalty. Our App Push opt-in rate is … 20% higher than the industry average because the platform analyzes when each individual customer is most likely to engage. These strategies help us maximize our customer lifetime value.”

“Insider’s advanced digital deliverability capabilities substantially improve our engagement rates and increase customer satisfaction.”   

(Marketing and Service Design Group Head)

Generali integrated its CRM with Insider’s CDP to combine data on visitors’ online behaviors and interactions onto a single platform. The team also rolled out customized banner campaigns to promote each customer’s recently viewed products and services and encourage customers to learn more.  

Insider’s support team also worked with Generali to build a bespoke lead-scoring project.  Each lead is evaluated based on website behavior. Every time a prospect interacts with a web page, they accumulate points in the system, reflecting their level of interest. The more pages viewed, the higher the score, enabling Generali to gauge each lead’s value and allowing the sales team to focus on leads with the highest priority.  Leads are also segmented by score and served relevant promotions across SMS, email and Web Push. Related data are returned to Generali’s CRM via API so that Generali’s sales team can prioritize the hottest leads.

Positive Outcomes

Results were dramatic: Generated leads tripled, and sales cycle length was reduced by 20%.

Generali was delighted. 

“We couldn’t believe how quickly Insider integrated with our CRM and got everything up and running.  We spent so many years avoiding integration, but the Insider support team walked us through every step of the way, and we can now personalize our whole onsite experience.

“We’ve successfully addressed our challenge of verifying customer information. With everything automated, Insider has helped us enhance work efficiency and significantly improved business results thanks to our high-quality leads.

“Insider has gone above and beyond for us, not only with its platform but also with the dedicated local support team and their extensive expertise. Our whole sales cycle has been transformed.”

          (Senior Performance Marketing Specialist)

Looking Ahead

The work is not done for these brands. Allianz has trusted Insider to help them deliver incredible digital customer experiences. They now look forward to improving their customer experience further by exploring innovative new communications.  Generali’s next step will be to leverage the lead-scoring solution even further  We know how to unify data, providing a real-time 360-degree customer view, and how to use these data assets to create relevant customer journeys. We also know how to boost program productivity, using AI power for audience segmentation and optimizing content creation and campaign performance for customer engagement and retention. by segmenting low-score leads and building a nurture and reactivation plan that re-engages them.  

Insider Knows Digital Marketing for Financial Services

We understand the critical importance of creating user-friendly, seamless digital experiences for customers.  We know how to unify data providing a real-time 360 degree customer view, and how to use these data assets to create relevant customer journeys,  And we know how to boost program productivity, using AI power for audience segmentation, and optimizing content creation and campaign performance for customer engagement and retention.  If your current martech can’t help you achieve that, it’s time to break up and switch to Insider.

Keep Reading

Download The Ultimate Digital Transformation Guide for Financial Service Providers to learn more about how Insider supports financial services brands like yours. We share tips, tactics, and real-life examples from major financial services brands—including enklare.se, Credissimo, eTiQa, Allianz, and Garanti BBVA—on driving more growth and revenue.