Case Study: Legal & General achieves personalised, privacy-first customer experiences by connecting thousands of data points with Tealium

How Legal & General Retail connected thousands of data points to better understand customers, and drive more personalised experiences

Legal & General Retail, part of the long-established Legal & General group and serving around 12 million policyholders, faced a challenge common to regulated financial services: customer data lived in silos and website visitors were effectively anonymous, preventing individual-level personalization while requiring strong privacy protections. This forced the business to rely on average-based communications rather than tailoring offers to individual needs.

By integrating Tealium’s CDP with its marketing data zone and single customer view, Legal & General Retail connected thousands of data points to create individual profiles (via simple, privacy-respecting value exchanges) and feed machine-learning models that predict needs and curate personalised journeys. The result has been faster progress toward a data-led, tech-enabled business: more relevant customer experiences, stronger commercial outcomes, and a flexible, privacy-first platform able to ingest new channels and partners.

Legal & General

James O’Keefe

Marketing Technology Director