The Challenge
SBLI faced common challenges limiting its ability to fully maximize customer engagement and lifetime value. Fragmented communications across channels and buyer personas made it difficult to deliver consistent, effective messaging, while untapped cross-sell and upsell opportunities left potential coverage growth unrealized. At the same time, manual processes and disconnected systems made it challenging to scale personalization and deliver timely, relevant offers to policyholders.
Fragmented communications – Messaging can be difficult to align and manage across multiple channels & buyer personas, making it harder to engage policyholders effectively.
Untapped cross-sell & upsell opportunities – Potential to increase coverage & CLTV is frequently missed.
Difficulty scaling personalization – Manual processes & multiple systems limit the ability to deliver timely, relevant, and automated offers.
The Solution
ManageMy partnered with SBLI to implement a multichannel marketing strategy using MyCustomer, focused on driving customer lifetime value growth. Personalized, coverage-based messaging and targeted cross-sell and upsell campaigns were delivered through coordinated direct mail, email, and digital channels, ensuring timely, relevant communications across the policy lifecycle.
Cross-Sell & Upsell Offers: Tailored campaigns focus on policyholders most likely to benefit from additional coverage, with messaging that emphasizes ease, affordability, and immediate value.
Personalized Policyholder Messaging: Communications are based on existing coverage, demographics, and pre-approved offers.
Multichannel Execution: Direct mail, email, and digital channels are orchestrated to maximize reach, while integration with SBLI’s customer data ensures timely, relevant messaging.
The Results
Through MyCustomer’s direct marketing solution, SBLI increased customer lifetime value by delivering targeted, personalized offers that expanded policyholder coverage and drove stronger engagement. More efficient campaign execution improved marketing ROI and strengthened long-term retention, helping SBLI build a scalable, CLTV-driven growth engine that supports lasting policyholder relationships.
CLTV-First Approach - Every marketing activity designed to increase customer value & retention.
Personalization Drives Conversion - Pre-approved, relevant offers that resonate with policyholders.
Integrated Campaigns Work – Co-ordinated multi-channel marketing that increase engagement & efficiency.
Driving Scalable Growth for SBLI
SBLI leveraged MyCustomer’s integrated marketing services to transform its cross-sell & upsell strategy into a CLTV-driven growth engine. By delivering personalized, relevant offers at the right time, SBLI not only increased policyholder coverage but strengthened customer loyalty, satisfaction, and long-term profitability.
