Case Study: New York Life achieves smarter segmentation and stronger lead generation with Razorfish

New York Life boosts brand awareness 7% and cuts cost per lead 15% with Razorfish

New York Life faced the challenge that customers no longer responded to broad segmentation or outdated definitions of financial planning. They needed a modern way to understand and engage high-value audiences to sharpen their go-to-market strategy. They partnered with the agency Razorfish for a refreshed segmentation approach.

Razorfish implemented a custom solution blending qualitative and quantitative insights to build detailed personas and customer journey maps. They then operationalized this smarter segmentation through Connected Media, creating pathways that guided people from curiosity to action across channels. This approach led to measurable outcomes including a 7% increase in brand awareness, a 10% increase in qualified leads, and a 15% reduction in cost per lead for New York Life.

New York Life