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Case study · Life insurance

Life insurance: games surface prospects, then hand them to agents

A life insurer uses LINE linking and games to find young prospects, sends tips and purchase links, and refers those needing planning to brokers.

Solutions usedCustomer Data PlatformLINE Marketing Platform

While mapping its customer journey, a life insurer realized it first had to tell its audiences apart before it could plan different marketing for different people. It needed to know who its customers were and what they did on the website, then serve them according to their preferences.

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Challenge

Clients lack time for explanations

  • Digital transformation: Offer more convenient online services while balancing technology investment against security risk.
  • Orphaned policies: When agents move on, existing clients go unserved and new coverage needs are missed.
  • Low product awareness: Clients often see insurance as an investment, and agents spend time correcting that view.

Four pain points for life insurers

  • Intense competition

    With so many insurers, constant innovation is needed to attract clients.

  • Low interest rates

    Prolonged low rates squeeze investment returns and affect financial stability.

  • Client trust

    Negative events and disputes erode trust, and brand image takes long-term work.

  • Volatile premium income

    Economic conditions and demographic change make premium income uncertain.

Solution

How the ESi CDP does it

  • Member identity linking

    LINE identity linking, combined with campaigns and data analysis, finds interested users and makes agents more efficient.

  • On-premises data protection

    Beyond cloud SaaS, on-premises deployment with custom integration meets the financial industry's data security requirements.

  • Gamified targeting

    Gamified engagement plus member tagging sends the right LINE push messages, lowering block rates and raising conversion.

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Insight

Young professionals need guidance

The data shows that young people just entering the workforce have some awareness of insurance but limited purchasing power. They engage heavily with low-priced products and online campaigns, making them game-responsive customers.

Their needs are not yet clear and they won't buy outright. Automated engagement keeps them active until an insurance broker can guide them.

Approach

From games to agent follow-up in four steps

  1. Collect points, win gifts

    Clients who opened a LINE message this week get a points-for-gifts task; completing it enters them in a prize draw.

  2. Share insurance tips

    Clients who stay active automatically receive insurance tips and purchase links.

  3. Watch browsing behavior

    After buying, some clients browse products that need planning, such as critical illness or life insurance.

  4. Refer to an insurance broker

    An agent follows up with in-depth personalized service, lifting overall conversion.

Let agents focus on ready clients

Tell us about your audiences and products, and a consultant will suggest gamified campaigns and referral criteria.

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Solutions used

  • Customer Data Platform

    Customer data platform (CDP): unify member data, let AI diagnose sales changes and propose campaigns, and base decisions on audiences, product tags, journeys and channel results.

  • LINE Marketing Platform

    AIM for LINE: member binding, tags, personalized messages, lucky draws, MGM, surveys and analytics. Grow your LINE Official Account, cut blocks and turn LINE friends into customers.

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