Real Brands. Real Gains. Real Proof.

ICICI Prudential Life Insurance identified a clear opportunity: to deepen engagement with customers who have been inactive for more than 90 days.

The teams had built robust digital capabilities over the years, and a few areas of the existing platform offered room to unlock the next level of performance:

• Room for sharper segmentation – an opportunity to target more precisely by life stage, behaviour, or intent to re-engage millions more effectively.
• Unified analytics – a chance to bring campaign data together for faster, more proactive decisions.
• Streamlined operations – an opportunity to simplify multi-step journeys spanning multiple teams and tools and accelerate timelines.
• More connected customer experience – a chance to align every message more closely with each policyholder’s immediate needs and capture more moments for timely engagement.

To drive the next stage of growth, ICICI Prudential Life Insurance needed a platform with greater agility, richer personalisation, and seamless scale.

The insight that would define this story was simple – but the cost of ignoring it was significant.

Hirsch’s wasn’t losing customers at the awareness stage. They were losing them after the interest had already been earned. Users were landing on product pages, spending time comparing features and prices, and then quietly leaving – with no mechanism to bring them back to what they’d shown genuine intent on.

Their existing tool, Everlytic, was built for campaigns. It could broadcast to the database. What it couldn’t do was watch a user browse a Samsung refrigerator, note that interest in real time, and resurface that product the next time they visited. There was no behavioral memory. No real-time personalization layer. Every month, hundreds of thousands of visits – and the purchase intent they carried – were going to waste.

Where the Gaps Were

• Campaign-driven platform with no behavioral targeting layer
• No on-site engagement or real-time personalization capability
• High-intent users leaving without converting or a path to return
• No product rediscovery mechanism post-browse

What Was at Stake

• Revenue leakage from 372K+ monthly visits
• Competitive disadvantage against digitally native rivals
• Brand promise of personal service broken online
• Marketing spend not converting existing high-intent traffic

For a brand built on personal connection, growth brings a trade-off. More members, clubs, and programmes mean more communication – but a one-size-fits-all message loses the personal feel that members value.
Planet Fitness had two clear goals:

• Drive registrations for challenge programmes like DadBod and HYROX through timely, personalised email that matched how members actually train over several weeks.
• Reach the full member base for launches and seasonal moments, without losing deliverability or engagement quality.

One system of record, but no engagement layer.
Planet Fitness managed its membership on Itensity, its internal gym management platform and the main record of all member data.

Itensity handled membership, billing, and access well. But as a core management system, it wasn’t designed to serve as a dynamic marketing engagement layer.
To unlock advanced communication, Planet Fitness needed a dedicated engagement layer on top – one that could support multi-step automated journeys, deeper segmentation, high-volume sends with reliable inbox placement, and clear campaign tracking. It also needed to do all this without a large internal technical team.