The starting point

Allianz is one of the world's largest financial services and insurance groups, serving over 100 million customers across 70+ markets. We partnered with their Croatian subsidiary, the country's second-largest insurer and a leader in life insurance. The marketing team had Adobe Campaign Classic at their disposal — a powerful platform, but executing personalised, scalable communication across a multi-channel sales model proved far more complex than the technology alone could solve.

The core challenge was structural: every policyholder is linked to an insurance broker, but that relationship shifts constantly. A customer's assigned broker and their effective broker (the one tied to the latest transaction) are often different people: a new product offer needs to reach Agent A, but a policy renewal needs to flow through Agent B. Getting this wrong damages trust in a relationship-driven industry.

On top of that, tone and channel had to flex by audience. Younger customers needed a different register than older segments. Direct buyers received different messaging than customers acquired through banking partnerships. And all of this was being handled manually, making it nearly impossible to scale without introducing errors.

The short version

• Full automation framework on Adobe Campaign Classic: manual processes replaced with always-on lifecycle campaigns
• Broker-matching logic: assigned vs. effective broker routing in every workflow, with real-time agent alerts
• Segmentation and personalisation: dynamic content by age, location, channel, and insurance type
• Team enablement: documentation and hands-on training so Allianz runs it independently

The work behind the numbers

The data had to be untangled before anything could be automated

Allianz Croatia's sales model runs through three distinct channels: direct sales, independent agents, and banking partners. Each channel carries different data structures, different broker relationships, and different communication rules. Before building workflows, Cyber64 had to map the full complexity of how customers, brokers, and channels interact — then translate that into segmentation logic that Adobe Campaign Classic could enforce reliably.

The broker-matching problem was the hardest piece. Every campaign touchpoint needed to determine whether to route through the assigned broker or the effective broker, depending on the context of the message. Cyber64 built this logic directly into the workflow engine so that routing decisions happen automatically, not as a manual check by the marketing team.

The result: agents get looped in exactly when and where it matters, and customers never receive a message that references the wrong relationship.

Then the campaigns had to run themselves

With the data logic in place, Cyber64 designed and implemented automated workflows covering the full policyholder lifecycle. That includes onboarding sequences for new customers, birthday campaigns, seasonal product pushes for travel and health insurance, and policy renewal reminders that trigger proactive outreach and connect directly to real-time alerts for the assigned agent — so the broker is prepared before the customer even picks up the phone.

Each workflow was built with dynamic content blocks that adapt based on customer attributes: age group, sales channel, insurance type, location. A 25-year-old direct buyer in Zagreb sees fundamentally different content than a 55-year-old customer acquired through a banking partnership in Split — and both messages route to the correct broker.

What had previously required manual list pulls, spreadsheet cross-referencing, and one-off campaign builds now runs continuously in the background.

Speed wasn't a bonus — it was the unlock

Before automation, Allianz's monthly campaign cycle was slow enough to create real operational drag. Workflow optimisation and improved data handling cut campaign processing time by up to 82%. That's the difference between a marketing team that spends its time building and sending campaigns and one that spends its time thinking about what to send next.

Cyber64 also delivered full enablement: onboarding guides, workflow documentation, and hands-on training so that the Allianz team could own, extend, and scale the system without ongoing dependency. The goal was never to build something that requires a permanent external team to maintain; it was to build something the client can run.