How Univé Scaled Omnichannel Personalization and Drove 79.6% Higher Travel Insurance Conversions

Overview

The challenge:
Univé faces the challenge of being relevant across every channel of the marketing mix. Fragmented customer data, desire for generic messaging, and made timely, relevant communication difficult.

The solution:
Univé adopted Hightouch as a composable CDP on top of Snowflake, giving the data team a centralized source of truth while syncing audiences and events into CRM, marketing, and ad tools. This shift removed bottlenecks, enabling marketers to launch campaigns faster and personalize journeys without relying on support.

The result: With Hightouch enabling omnichannel personalization, Univé increased campaign velocity and now launches around five new campaigns or journeys per month. Improved suppression, reduced ad waste, and deeper customer insight contributed to a sales increase.

Results

By combining a strong cooperative model with a modern data stack, Univé achieved:

• Incremental annual revenue from personalized omnichannel journeys
• 5 net-new personalized campaigns launched monthly through self-serve data access
• 48% increase in calculator follow-up actions by implementing a cross-channel engagement journey with personalized messaging
• 221.4% improvement in customer interaction with highly personalized, in-app product recommendations
• 79.6% uplift in travel insurance conversions from targeted offers

The challenge

As a cooperative, Univé deliberately focuses on long-term relationships rather than short-term transactions, measuring its success by the trust and loyalty of its members. The marketing team had a clear mission to strengthen member loyalty through more relevant and helpful experiences. To do so, they needed personalized messages and tailored offers, shaped by real customer data. But that vision was difficult to realize. With many insurance products and touchpoints across the member journey, scaling an omnichannel experience required more than their existing systems could support.

This challenge surfaced in three key ways.

• Personalization was limited: Even though the marketing team had a clear vision for tailored experiences, they were constrained to generic messaging or very broad segments. Members sometimes received less relevant communications and campaign performance suffered.
• Lack of velocity: Because the marketing team relied on submitting tickets or manually uploading CSVs, launching new campaigns was slow and often based on outdated data.
• Regional teams lacked governed access: In-store advisors, who play a central role in Univé’s member relationships, had only partial customer context.

The evaluation

Univé began its search by running a rigorous evaluation of more than 300 CDPs, but they quickly narrowed the list by ruling out traditional CDPs. The team had already centralized customer data in Snowflake and built a strategic, well-governed foundation they relied on, so any solution they chose needed to work with that investment.

Traditional CDPs would have forced Univé to duplicate sensitive data into an external environment, rebuild established customer models, and operate inside a closed ecosystem. To avoid these constraints, the team focused on a composable approach that could run directly on Snowflake and fully leverage their data warehouse investment without copying or moving any data.

The solution

Hightouch emerged as the clear choice after the evaluation. It allowed Univé to use all their existing customer models without moving data out of Snowflake. Every connected system could operate from the same accurate and governed dataset. This strategic foundation later contributed to Univé winning the DDMA Customer Data Award in the Data Transformation category.

Hightouch gave Univé’s marketers no-code, self-serve access to the customer data in Snowflake, enabling them to execute the personalized touchpoints they had long envisioned without relying on technical support. They could explore member profiles, build audiences, and launch campaigns at a far higher pace than before. This shift unlocked the level of personalization the team had long aimed to achieve.

The outcomes

Omnichannel personalization across app, web, email, and ads

Members interact with Univé across many channels, so the marketing team made it a strategic priority to ensure that every touchpoint felt consistent and relevant. By activating Snowflake data through Hightouch, they gained a complete view of each member, including policy details, claims history, browsing behavior, and risk indicators. This context allowed them to personalize communication at scale, reduce irrelevant outreach, and provide better guidance.

Once Hightouch was in place, Univé was able to execute on their omnichannel vision with measurable impact. Because the same Snowflake-powered member profiles, eligibility rules, and suppression logic were applied consistently across app, web, email, ads, and even branch CRM, individual campaigns reinforced one another instead of operating in silos. This approach drives a 48% lift when reengaging members who used an insurance calculator by orchestrating a cross-channel engagement journey referencing the same eligibility from the calculator, a 221.4% increase in click-through rates through personalized in-app recommendations, and a 76.6% uplift from tailored travel insurance offers.

Powering paid ads to reduce waste and improve acquisition

Running advertising campaigns used to require manual uploads and long waits for audience data. This introduced stale segments and unnecessary ad spend. As a cooperative, Univé wanted to improve media efficiency without compromising on member respect or data governance. Now, Univé can activate any governed customer dataset directly in marketing platforms through Hightouch.

With fresh, accurate data flowing into their ad platforms, they can suppress existing members from acquisition campaigns, ensuring that members are not bombarded with irrelevant sign-up offers. They can also target members with relevant upsell opportunities and create lookalike audiences based on high-value prospects or at-risk members.

What’s next

Univé’s marketing team is now looking ahead and continuing to innovate on behalf of their members. They plan to explore the Hightouch personalization API for real-time site and app experiences. A member loyalty program is also underway, with Hightouch set to power the underlying data and activation. The team is also exploring how to use Hightouch to enhance healthcare insurance offerings, ensuring that members receive guidance and product recommendations that align even more closely with their needs and life stages.