Case Study: Northwestern Mutual becomes data-driven and boosts feature adoption from 3% to 99% with Heap

Northwestern Mutual becomes data-driven with Heap

Northwestern Mutual, a financial services firm with about 4 million policyholders and 1.5 million active users, needed a way for product teams to run analytics without overloading a central data group. Complex customer journeys and prior tools that were either too basic or too rigid made it hard to track feature adoption, diagnose search problems, and measure engagement across web and mobile apps.

By adopting Heap’s autocapture, event visualizer, dashboards and cohort tools, product teams gained self‑service analytics and faster iteration. That shift helped drive feature adoption from 3% to 99%, reduce zero‑result searches by 40%, and increase engagement by 20%, while making product managers more data‑driven and improving how outcomes are reported to senior leadership.

Northwestern Mutual

Joe Pfeiffer

Vice President of Product