Founded in 1825 and headquartered in Edinburgh, Scotland, Standard Life is an investment company with more than 4.5 million customers in 46 countries. With GBP253 billion in assets under management, the company is listed in the 2015 Fortune Global 500 as one of the world’s top 500 companies worldwide by revenue.

Business need

To drive retention in a fast-changing savings and investment market, Standard Life wanted to identify customers considering switching and reach out with tailored offers to nurture their loyalty.


Standard Life created a fully integrated marketing process—enabling it to use data from interactions across all channels to build a 360-degree view of individual customer preferences and propensities.


Standard Life delivers the optimal message on the right channel at the best time, enabling it to boost inbound conversion by eight percent, reduce the risk of churn and safeguard its market share.

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