Demographic Targeting for Market Share Growth

Ageas identified they had a limited market of over 50’s consumers. Their ambition was to grow market share by targeting a wider demographic, to create a more diverse consumer pool.

We created a whole market segmentation of the UK utilising what we knew about Ageas customers. The customer segmentation was overlaid with psychometrics and TGI profiling. Each customer cluster was driven by five different demographics. The initial expansion of their customer base focused on motor and home insurance but evolved to include other products such as pet and travel insurance throughout the campaign. Specific segments that matched Ageas values and identified as delivering high lifetime value were then selected.

 See how our profiling and segmentation has enabled Ageas to move into new target audiences with great success!​