Matmut

Success Story: Matmut

For the past seven years, Matmut, a major player in the French insurance sector, has placed its trust in Actito to support its strategy. Join us for a behind-the-scenes look at this unique partnership, which illustrates the full potential of marketing activation in a sector as demanding as insurance. Discover how Matmut and Actito have worked together to tackle the challenges of data, engagement and customer experience, turning every interaction into a special moment.

The client

Matmut is France’s sixth-largest insurer, with 4.5 million members and over 8 million policies.

As a mutual insurance company, it places the satisfaction and support of its policyholders at the heart of its priorities.

Its aim: to offer comprehensive insurance solutions tailored to every stage of life, whilst maintaining a close and trusting relationship with its members.

The context

Insurance is a complex and regulated sector, with lengthy purchasing journeys requiring personalised support for policyholders. Marketing teams must demonstrate agility and patience to activate the right levers at the right time, whilst complying with a strict legal framework. Data is at the heart of the challenges, but its complexity and sensitivity demand rigorous and secure management.

This is all the more true given that insurers must contend with a particularly long and evolving customer lifecycle. Indeed, an individual’s insurance needs change throughout their life, in line with key life stages such as education, entering the workforce, buying a home, starting a family, preparing for retirement… Each stage of life has its own priorities and, consequently, its own policies.

The challenge for Matmut is therefore to provide ongoing support to its customers by offering them the right product at the right time. This requires detailed and up-to-date customer knowledge, as well as targeted and personalised communications tailored to different life stages and key moments.

The challenges

Matmut needed a reliable and expert partner capable of understanding its specific challenges. The aim was to combine each party’s expertise: Actito, with its mastery of the platform’s functionalities, and Matmut, with its knowledge of products, processes and customer needs. This synergy was intended to enable the design of relevant and effective activation strategies, supported by bespoke guidance.

Building the skills of Matmut’s teams was also a key priority, to enable them to become more autonomous and agile on the platform. Increasing campaign deliverability and continuously optimising the customer experience through personalised journeys were also among the priorities. The ultimate aim was to increase conversions and turnover by activating the right levers at the right moment in the customer lifecycle.

In summary, through this partnership, Matmut sought to unlock the full potential of its customer data, drawing on Actito’s expertise and tools to improve marketing performance and customer satisfaction.

The solution

Actito set up a dedicated, multidisciplinary team comprising operational, strategic, data and deliverability specialists. By combining Matmut’s insurance expertise with Actito’s technological know-how, all the elements were in place to create the conditions for a transparent, agile and effective partnership.

Weekly updates enable the team to monitor KPIs, resolve bottlenecks and plan the next steps. Deliverability is closely scrutinised during fortnightly meetings. Monthly in-person workshops reinforce the positive momentum, skills development and knowledge sharing.

The Actito platform provides Matmut with a comprehensive and scalable marketing environment. Its flexible data model, advanced targeting capabilities and personalisation tools enable the orchestration of responsive, multi-channel customer journeys. The automation of scenarios, which can be disabled if necessary, provides essential flexibility to address operational and business challenges.

The results

This successful collaboration is bearing fruit, with excellent results achieved across all campaigns:

• A 10-point increase in the open rate
• A significant increase in the number of quotes and contracts generated
• A swift and successful refresh of the visual identity across all assets
• +5 million emails sent via 250 campaigns
• 6 key scenarios continuously optimised

Actito’s proactivity and responsiveness are particularly appreciated, including their ability to develop a module at short notice – on 23 December, for example.

Future initiatives

Matmut and Actito share a long-term vision and continue to join forces to tackle new challenges:

• Creating and optimising scenarios and continuously improving the data model
• Engaging and qualifying the customer base with Actito Engage by Qualifio
• Multi-channel engagement, increasing reach through push notifications
• Building the Matmut team’s skills across all the tools available on Actito
• Achieving Actito certification

Actito is proud to be Matmut’s trusted partner and to be working alongside its teams to shape the future of marketing in the insurance sector. Together, we are constantly innovating to offer policyholders a personalised, value-adding experience at every stage of their lives and via their preferred channel.

Watch their success story on video

Featuring testimonials from Alain Dano, Head of Relationship Marketing at Matmut, Cécile Thévenin, Marketing Activation Specialist, and Mustapha Zinoun, Account & Success Director at Actito, who spoke at Activation Day 2024 about their experience with Actito in a session entitled: “Collective and technological intelligence driving Matmut’s activation”.

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