LivWell Asia, a blockchain-based gamified insurtech & health engagement application, provides low-cost bite-size health and term insurance in Vietnam and India,aiming

towards Gen-Z.

LivWell needed to understand its customers, their likes and dislikes, preferences, and affinities to engage them better & further create a product adoption framework to build an effective wellness ecosystem and fitness rewards platform.

There was a need to add depth of scientific analysis behind the campaigns. Thus, we focused on keeping the customers at the center of all decision-making processes.

We ran customer-centric campaigns using MoEngage's engagement platform for customer retention.

The team at Propel focused on keeping the customer at the center of all decision-making and accordingly ran customer-centric campaigns using MoEngage’s engagement platform.

We helped LivWell create customer segmentation based on recency and frequency of usage with a focus on potential loyalists, loyal customers, hibernating, promising, needs attention, about to sleep, can't lose, and recent users and then perform targeted A/B experiments for these advanced customer segments.

For example - Marketing campaigns around insurance upsell were sent to potential loyalists and loyal customers, who are far more engaged than other segments. On the contrary, heavy discounts and coupons were sent to hibernating users to win them back.

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The event-triggered onboarding flow had a conversion rate (CVR) of 53.27% (including Push & In-app messaging), which is 2.5X higher than the industry benchmark.

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Using these advanced customer segmentation and growth strategies along with a robust feedback loop, LivWell was able to personalize the communication at every touchpoint and tailor it based on customers' actions, likes, preferences, location, and other attributes. It also created multiple cross-channel workflows for each stage and strung them together for a fully automated engagement workflow across the entire customer lifecycle.

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