Case Study: Direct Line boosts renewal engagement and policy clarity with Precisely's EngageOne Video

UK insurance industry’s fixer develops effective remedy to simplify coverage

Direct Line, one of the UK’s largest insurers, faced a challenge getting customers to clearly understand their modular home insurance cover at renewal and to review whether their protection still met their needs. To capture attention and explain policy specifics more effectively, Direct Line selected EngageOne Video from Precisely after an RFP to deliver personalized renewal communications.

Precisely worked with Direct Line and Saatchi & Saatchi to create bespoke, humor-infused personalized videos sent by email about 10 days before renewal. The campaign drove a 50% email open rate, roughly 30% click-through rate and a 66% complete view rate, demonstrating strong engagement and improving customer understanding — outcomes Direct Line and Precisely cite as a successful first use case.

Direct Line

Katrina King

Director of Customer Value and Experience