Enabling Legal & General to become data-led, technology-enabled & customer experience-focused

Challenge

Legal & General set out to evolve into a data-led, technology-enabled, customer experience–focused digital business, but several barriers stood in the way:  

• Disparate legacy systems 
• Fragmented data estate 
• Limited ability to segment and activate first-party data.  

It was clear that a single vendor could not deliver the transformation required. L&G needed the power of more: a collaborative, multi-partner ecosystem that could align strategies, data foundations and activation technologies.

Summary

CACI orchestrated and integrated a broader partner ecosystem, with each bringing unique strengths: 

• Tealium: Customer Data Platform (CDP) enabling real-time customer data collection, unification of customer profiles and segmentation and activation across email, web and call centre. 

• Snowflake: Single Customer View (SCV) and analytical environment for first-party data modelling and segmentation, centralised data modelling and an analyst-friendly environment for insight generation. 

• Braze: Customer Engagement Platform (CEP) implemented at record speed to enable L&G to deliver scalable, real-time personalisation, smarter segmentation, and multichannel orchestration. 

CACI led strategic development, use case definition, architecture design, integration and operational onboarding and leveraged enriched data from Snowflake and CACI’s Ocean data. This ensured L&G’s data operations team could independently scale and manage the solution longer-term. 

In collaboration with L&G and all technology partners, CACI refined high-level aspirations into actionable segmentation, activation and CX use cases and high-precision targeting, with a key focus on improving communication and real-time messaging with retail protection customers. These use cases were designed to guide what a technical solution might look like and the functionality it would need to deliver on.  

CACI facilitated cross-functional collaboration across L&G stakeholders to define five priority use cases, covering the entire prospect–to–customer journey. From there, CACI designed the future-state architecture— mainly comprising a CDP (Tealium), a SCV (Snowflake) and a CEP (Braze) — showing how each partner’s capabilities fit together:  

• Snowflake as the SCV and analytical foundation. 
• Tealium as the CDP for audience building and omnichannel activation. 
• Braze activates personalised, real-time journeys and campaigns at scale. 

Snowflake took data from all the protection lead sources of data (website, call centre, etc.) and created an area for L&G’s analysts to interrogate and analyse prospect and customer data. CACI delivered the full technical integration between Snowflake and Tealium, which allowed L&G to deliver life stage and product targeted comms across email, website and call centre.

Results

L&G is now equipped with a modern, scalable data and technology ecosystem designed for continuous evolution and increased insight generation from every campaign. Through an approach grounded in access, analysis and activation, L&G’s new CDP and SCV, combined with CACI’s Ocean consumer data, gives a clearer picture of preferences, behaviours and motivations. The team can now prioritise marketing spending and campaigns to make the biggest business impact, and customers and prospects now receive marketing communications that feel relevant to their life stage and priorities. 

Through the power of more, L&G has unlocked a new level of customer experience and growth.