SunLife
Building the data foundations for a single customer view at a leading UK financial services brand.
MarTech platforms assessed
Key deliverables produced
Unified customer view as the end goal
CLIENT
About SunLife
SunLife is a UK financial services company specialising in products for individuals aged 50 and over — including life insurance, guaranteed inheritance plans and equity release. With over 24,000 Trustpilot reviews and a Defaqto five-star rating, SunLife operates at significant scale across both digital and offline channels.
As a business generating a large volume of customer data and insight, SunLife recognised that data volume alone was not the same as data intelligence. The missing piece was a true understanding of customer behaviour — how customers moved across the full funnel, what influenced their decisions and where the opportunities lay to improve both conversion and customer outcomes.
sunlife.co.uk — life insurance, guaranteed inheritance plans and equity release for the over 50s
THE OPPORTUNITY
Data rich. Behaviour blind.
SunLife held a wealth of customer data — performance metrics, sentiment data, campaign results. What they lacked was the connective tissue between them: a clear picture of why customers behaved the way they did across the full journey, online and offline.
The goal was to move beyond what customers did and how they felt, to understand what influenced them — surfacing patterns like “customers who use this calculator are more likely to convert” or “customers exhibiting this behaviour may be vulnerable.” With that understanding in place, SunLife could begin to build truly personalised, real-time digital experiences.
“The goal was not more data. It was a clearer understanding of what the data was saying about customer behaviour across the full funnel.”
THE APPROACH
Assess, map, recommend, roadmap.
Analogiq was engaged to carry out a Digital Experience Assessment — a structured consultancy engagement designed to build a comprehensive picture of SunLife's existing technology, data infrastructure and customer journeys, and to produce a clear, prioritised roadmap to close the identified gaps.
The programme began with a series of workshops involving key marketing and technical stakeholders across the business. Each workshop was focused on a specific platform or workstream — building a rigorous current-state picture before moving to architecture and recommendations.
Ways of working assessment
Reviewed the teams, governance and processes involved in deploying and maintaining marketing technology at SunLife — mapping how they collaborate and what constraints exist.
MarTech platform review
Conducted deep-dive workshops across six core platforms — assessing each platform's capabilities, connections and current use cases, including Google Analytics and internal data infrastructure.
Digital journey assessment
Analysed how visitors move across the SunLife website and between channels — surfacing tactical optimisation and personalisation opportunities and mapping the end-to-end path to conversion.
MarTech architecture design
Mapped the ideal connected architecture to enable a single customer view — recommending new technology where needed, defining how the stack should connect and quantifying the benefits.
Prioritised roadmap
Synthesised all findings into a prioritised roadmap of recommendations with proposed solutions, indicative timeframes and costs — giving SunLife a clear, actionable plan for 2023 and beyond.
THE OUTCOME
A clear path from data silos to a single customer view.
The Digital Experience Assessment gave SunLife something they had not previously had — a comprehensive, joined-up picture of their data landscape, a diagnosed set of gaps, and a prioritised plan to close them. The roadmap laid the foundation for faster decision-making, greater personalisation agility and the ability to measure the incremental impact of optimisation initiatives.
Gap analysis
A clear diagnosis of where SunLife's MI capabilities fell short — across both available data and the linkages between data sources.
Architecture blueprint
A recommended MarTech architecture designed to connect SunLife's platforms and enable a genuinely unified view of the customer.
Actionable roadmap
A prioritised, costed roadmap giving SunLife a practical path from their current state to a fully connected, behaviour-driven digital experience capability.
DISCIPLINES
What the engagement covered
The SunLife engagement was a structured data and MarTech consultancy — combining platform assessment, digital journey analysis and architecture design to produce a clear roadmap for a single customer view.
Next case study
Business Banking Optimisation programme across six Asian markets
HSBC — 12:1 ROI over 12 months
WORK WITH US
Got a data or MarTech challenge that needs a clear plan?
We help financial services and other complex organisations make sense of their data landscape — connecting platforms, diagnosing gaps and building the roadmap to a single customer view. If that sounds familiar, we would be glad to talk.