How Do You Build Meaningful Relationships?
This was the challenge facing Legal & General, a UK financial services provider serving 12.8 million customers with complex products like life insurance, pensions, and retirement income.
For L&G, the stakes couldn’t be higher. Most UK consumers aren’t saving enough for retirement, but the time when they could most influence their financial futures—their younger years—is precisely when they’re least likely to engage with financial planning. The company needed a way to bridge this gap, providing relevant information at critical moments to help customers secure their financial futures.
Challenge: The Data Disconnect
Behind the scenes, L&G’s teams were struggling with fragmented data systems that prevented them from building the complete customer understanding they needed. Customer data existed in silos, requiring manual wrangling that could take days or weeks—far too slow to capture fleeting customer interaction moments.
L&G’s intermediated business model further complicated matters. Most customers don’t choose L&G directly but are introduced through employers or other intermediaries, creating an inherent distance between the company and its customers that needed to be overcome.
The Integrated Solution
The answer came through a powerful integration of two complementary platforms: Tealium’s CDP for real-time data orchestration and Snowflake’s AI Data Cloud for deep analytical capabilities.
Complementing this real-time capability, Snowflake brings deep capabilities in data science and data engineering operations. The integration of these platforms via Snowpipe streaming created a bi-directional flow of information that closed the loop between analytics and activation—driving not just technical transformation, but cultural change.
Bringing Theory to Life
With the foundation in place, L&G implemented transformative use cases:
- Abandoned Applications: Real-time intervention through call center routing increased call-to-lead conversion by 54%.
- Personalized Guidance: Using zero-party data, L&G served personalized banners based on user input, boosting conversion by 15%.
- Lifetime Value Prediction: A proprietary LTV model helped L&G shift the majority of its marketing investment, optimizing ROI across paid and CRM channels.
Beyond Technical Integration
Measurement also evolved. Instead of subjective biweekly review meetings, L&G now automates statistical analysis and alerts when experiments reach significance—accelerating innovation.
The Integration Challenge
Achieving this transformation wasn’t simple. High-level service permissions and rigorous governance standards posed hurdles. But through persistence and alignment, Tealium and Snowflake are now embedded in L&G’s enterprise architecture.
A Foundation for the Future
Looking ahead, L&G is investing in conversational AI powered by proprietary Large Language Models (LLMs). Integrated through the Model Context Protocol (MCP) and facilitated by Tealium, the initiative is expected to further personalize and improve customer engagement.
For Jones and Williams, clear internal communication remains essential. Demoing the platforms at stakeholder meetings and internal events has helped build continued momentum and awareness.
By uniting real-time data orchestration with deep analytics, L&G has redefined customer interaction—bridging engagement gaps and helping customers make better financial decisions. It’s a compelling example of how the right data strategy can drive value in even the most regulated industries.
