Industry: Insurance
Partner: valantic
VGH Versicherungen is the largest public insurer in Lower Saxony and one of Germany’s leading insurance providers. With 4,400 employees and 440 agencies serving 1.6 million customers across 4.8 million policies, VGH offers comprehensive coverage from motor vehicle and household insurance to life insurance for private individuals, companies, and public institutions.
VGH needed to modernize how it communicated with policyholders across four separate insurance brands while reducing reliance on in-person transactions. With a complex distribution network spanning agents, savings banks, and digital channels, customer data lived in silos — making personalized, timely communication nearly impossible.
Manual, branch-dependent policy transitions = operational bottlenecks and limited scale. Contract adjustments — like upgrading legal protection policies to new product variants — traditionally required in-person visits to branch offices. This approach was resource-intensive, slow, and couldn’t scale to reach 1.6 million customers efficiently.
No foundation for data-driven marketing = generic campaigns with low engagement. Without centralized first-party data or consent management, VGH couldn’t execute targeted email campaigns or personalized website experiences. Marketing efforts relied on broad messaging that failed to resonate with specific policyholder segments.
Rising customer expectations for digital service = pressure to modernize or lose competitive ground. Customers increasingly expected seamless digital experiences similar to other industries. VGH’s outdated platforms couldn’t deliver the speed, personalization, or self-service capabilities that modern insurance buyers demand.
VGH chose Bloomreach as its central data hub and campaign orchestration platform and our valued partner valantic to power the implementation. This enabled digital-first policy transitions and personalized communication across all four insurance brands.
Centralized customer data platform = 360° policyholder view across all touchpoints. Bloomreach unified customer data from VGH’s four portals, agent networks, and savings bank partnerships into a single platform. Web consent layers captured marketing permissions, while representative data integration created complete customer profiles — showing all policies, interactions, and preferences in one place. This eliminated data silos and enabled VGH to understand each customer’s full relationship with the brand.
Digital campaign orchestration for policy transitions = scaled personalized outreach beyond branch capacity. Instead of relying on branch staff to handle contract upgrades, VGH used Loomi AI to execute a targeted email campaign for legal protection policyholders who needed to transition to a new product variant. The platform identified the right customers, delivered personalized messaging explaining the change, and enabled one-click policy updates.
Unified, high-performance portal infrastructure = consistent brand experience across four companies. Alongside the implementation, valantic rebuilt all four insurance portals with reusable design modules, modern UX standards, and optimized performance. The new CMS integrated seamlessly with Bloomreach, creating a scalable foundation for personalized content delivery and future digital experiences.
With the relaunch of our digital platforms, we at VGH have taken an important step towards future viability. The project not only gave us a modern, user-friendly and high-performance portal, but also significantly strengthened our ability to interact with customers digitally.
Thanks to Bloomreach and our valued partner valantic, VGH Versicherungen achieved a 38.14% click-to-open rate on the legal protection policy transition campaign. This demonstrates that personalized, timely emails can drive significantly higher engagement than traditional branch-based communication.
“For the first time, we executed a complex policy transition initiative via Bloomreach instead of relying on branch offices. The results were excellent. This proved that digital-first approaches can drive both business outcomes and customer convenience.”
Selen Celik-Bente, Senior Consultant Customer Experience, valantic
See what happens when your customer data starts working for you — book a demo and discover how to execute personalized insurance campaigns that drive policy upgrades and reduce operational costs.
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