Case Study: Achmea achieves omni-channel personalization and an 85% save rate with Pegasystems

How Achmea won over their customers using AI

Achmea, the Netherlands' largest health and non-life insurer (founded in 1811, serving ~10 million customers across 11 brands), aimed to become a "personal assistant" to customers during major life events but was held back by disjointed channels and siloed decisioning. Despite strong customer data, they struggled to operationalize insights into seamless, personalized omni‑channel engagement.

By implementing Pega Marketing and the Customer Decision Hub, Achmea centralized decisioning across inbound, outbound, owned and paid channels to deliver real‑time next‑best‑action recommendations driven by predictive and adaptive models (new decision strategies deployed in three weeks). The unified approach produced measurable gains: an 85% save rate on retention efforts, a 27% increase in online upsell and cross‑sell, and a 41% web‑to‑call conversion.

Achmea

Jeroen Dijkstra

Product Manager, Omnichannel Personalization