Project Overview & Scope
Our client is a mid-sized wealth management and insurance advisory firm serving individual policyholders and investors across the country. Despite strong product offerings spanning life insurance, pension planning, mutual funds, and portfolio management their marketing function relied entirely on mass email blasts with zero personalisation. Key milestones such as policy renewals, portfolio reviews, and new product eligibility were being missed, leading to rising lapse rates and poor cross-sell performance. We were engaged to implement Salesforce Marketing Cloud and build an intelligent, lifecycle-driven communication framework tailored to each client's financial journey.
The Challenge
Critical dates like renewals and maturities failed to trigger any automated outreach. Low Engagement & Static Content Manual sign-off processes added days of delay to every marketing campaign. Inability to track and react to specific client behaviors or life event triggers.
The Solution
Developed 8 distinct Lifecycle Journeys triggered by real-time data for onboarding, renewals, and reviews. Implemented AMPscript-driven personalization to dynamically display product holdings, adviser details, and Next Best Action. Embedded a Digital Approval Workflow directly into the journey activation process for rapid compliance review. Created specific Triggered Journeys for lapses, maturity dates, and life events like retirement or family milestones.
Key Features & Capabilities
Advanced technical features and capabilities engineered for this solution.
Journey Builder Flows
Dynamic Segmentation
Personalised Email Content
Regulatory Approval Layer
A/B Testing
Analytics Dashboards
Mobile Push Notifications
Results & Value Delivered
The firm now operates all eight journeys independently following a structured internal training and certification program delivered as part of the engagement. The regulatory approval workflow cut compliance turnaround by over 80%, significantly reducing time-to-market for new communications.
Powered by Cutting-Edge Tech
Leading technologies and tools used to build this solution.
Salesforce Marketing Cloud
Serves as the core marketing automation engine, orchestrating multi-channel financial communications, tracking policy events, and managing sensitive investor profile data across multiple product lines.
Journey Builder
Automates critical financial lifecycle milestones, including policy onboarding, annual portfolio reviews, policy renewal reminders, and maturity alerts, with custom decision splits based on policy type and client eligibility.
AMPscript & Dynamic Content
Powers real-time personalization within emails to dynamically display policyholder details, specific adviser contact information, active product holdings, and Next Best Action recommendations based on financial profile.
Contact Builder & Data Extensions
Unifies policyholder data from core insurance systems, wealth management portals, and client activity logs into structured relational Data Extensions to support granular audience segmentation.
Digital Approval & Compliance Workflow
Integrates custom journey approval layers directly into SFMC to automate regulatory compliance reviews, cutting legal approval turnaround time by over 80%.
Mobile Studio (SMS & Push)
Delivers time-sensitive policy alerts, urgent renewal notifications, and two-factor engagement messages directly to clients' mobile devices for high-priority updates.
Analytics Builder
Tracks financial engagement metrics, journey entry/exit rates, renewal conversions, and adviser referral performance through interactive reporting dashboards.
Interface & Dashboard Previews
High-resolution interface previews and system screenshots.
What Our Clients Say
Our clients value not just our technical expertise, but our ability to deliver consistently, communicate clearly, and act as a true extension of their team.
They transformed our ideas into a fully functional product. Communication was smooth throughout the project, and their support helped bring it successfully live.
Aiden & Sydney
Co-Founder, Circlez
United States
Christoph
Director, 24hdrop
Austria
Tabish
Associate, Laidlaw & Company
United StatesCustom Software Dev for
Insurance Company
Creative Encode Technologies launched the project and is keeping track of the business milestones, MVP, and client demos. The team uses Trello to specify needs necessary for logical and business process context. They're currently maintaining the project's functionality for smooth operation.