Award-winning personalization for 1.8 million Univé members
Executive summary
Univé, a Dutch cooperative insurer with 1.8 million members, wanted to bridge the gap between their personal in-store service and their digital channels. Having built trust through years of Marketing Automation support, Springbok was chosen as the implementation partner for this data transformation, working alongside Mahout who provided operational guidance. By implementing a Composable Customer Data Platform (CDP) using Hightouch, we helped Univé break down internal silos and merge Commerce, Data, and IT into a unified powerhouse. This project created a central, actionable customer view that allows for hyper-personalized experiences across every channel. The project’s success and impact were recognized with a prestigious DDMA award in 2025.
Results
- Optimized Member Convenience: Empowered members to manage their affairs anytime, anywhere, via their preferred channels, ensuring a consistent and personal approach.
- Proactive care: Univé went beyond reactive service to proactive care, automatically signaling when a life event requires a check on insurance coverage.
- Conversion uplift: Sales cases achieve an average absolute uplift of 9% and a relative uplift of 82%.
- Revenue growth: The most successful sales use case generated significant extra premium value per year.
- Speed: Reduced time-to-market for campaigns from years to just six weeks.
Our approach
The big idea
Univé’s goal was clear: to offer their 1.8 million members the same warm, personal experience online as they receive in a local shop. However, valuable member data was locked in organizational silos, making it difficult to be consistent across channels. We needed a way to unlock this data to drive scalable growth while strengthening the cooperative identity through better service.
The strategy
Univé didn't need another data silo; they needed a way to activate the data they already had. We adopted a "Composable CDP" strategy using Hightouch. This approach activates Univé’s existing data warehouse as the "Single Source of Truth," avoiding data duplication. It ensures that whether a member calls customer service or visits the website, the information is identical and up-to-date.
To make this work organizationally, we helped shift the culture from isolated departments to a unified front. By aligning Commerce, Data, and IT, we empowered a new multidisciplinary "Activation Team." This put marketers in the driver's seat, allowing them to validate personalizations through strict A/B testing and control groups before rolling them out to the entire member base.
The process
- Definition & architecture: We began by collaborating with Commerce, IT, and Data teams to define the requirements and the target architecture, ensuring broad support for the transformation.
- Implementation: As the implementation partner, we deployed Hightouch to connect the existing data platform directly to marketing channels, creating a seamless flow of data.
- Agile activation: The new Activation Team began launching specific use cases, ranging from sales to service signals (e.g., life-cycle changes).
- Validation: We implemented a rigorous testing framework where new ideas are tested against a control group. Only significantly positive results are rolled out to 95% of members.
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