Lifecycle Email and Video for UnderwriteMe's Protection Platform

Client: UnderwriteMe

Regions: United Kingdom

Services: Lifecycle Email, Video Production, Content

Key Achievements:

Monthly email open rates of 39.9% to 52% from June to October 2024
26,550 emails delivered in the first five weeks of automation
30 months of lifecycle email, content and video for the Protection Platform

Introduction

UnderwriteMe is a UK insurtech company that builds underwriting technology for insurers and financial advisers. Its Decision Platform serves insurers, and its Protection Platform serves advisers.

Through the Protection Platform, an adviser completes one fully underwritten application and compares premiums and products from a panel of insurers in one place, instead of entering the same client details on each insurer’s website.

Challenges

UnderwriteMe came to us at the end of 2023 to help mortgage advisers, independent financial advisers and protection specialists understand the Protection Platform and use it regularly. Its key measure was the number of advisers activated each week. Early in the engagement it became clear that sign-ups were not the constraint: the bigger opportunity was turning registered advisers into active users who create and submit applications.

Strategic Approach

Between December 2023 and May 2026, we focused on:

Journeys built around platform milestones:
We built automated email journeys in Customer.io triggered by what each adviser had done on the platform: registering, logging in for the first time, creating an application but not submitting it, submitting a first application, and going quiet. We later added a churn journey, separate messaging for protection specialists and mortgage advisers, and dedicated flows for high-touch and low-touch firms.
Content that gave advisers a reason to log in:
Alongside the automations, we planned a content calendar of newsletters, ad hoc emails on product updates and industry topics such as Consumer Duty, webinar invitations and follow-ups, blogs and LinkedIn posts.
Video that shows the platform at work:
We ran a shoot at UnderwriteMe’s office and produced platform walkthroughs, adviser testimonial videos and explainer videos, which we then used across email and social. We updated them as the product changed and returned for a second shoot in 2025.
Weekly testing and housekeeping:
We reported every week and tested subject lines, send times, header styles, plain-text against designed emails and call-to-action placement. At the end of 2024 we audited every journey and merged overlapping flows, so advisers received fewer, clearer messages.

Performance Highlights

Peak Monthly Email Open Rate

0 %

Emails Delivered in the First Five Weeks

Months Working Together

The lifecycle programme went live in March 2024. The figures below come from our weekly and monthly reporting during 2024 and measure how advisers engaged with the emails.

Strong engagement from the first week: In their first week live, the automated journeys sent 4,008 emails with a 42.7% open rate and a 6.5% click rate. Within five weeks the programme had delivered 26,550 emails, with an unsubscribe rate of 0.5%.
Open rates that held up: Monthly open rates stayed between 39.9% and 52% from June to October 2024, peaking at 52% in September, while monthly unsubscribe rates held at 0.1% to 0.3%.
Messages matched to intent: Emails tied to a clear next step performed best. Daily demo emails reached a 57.7% open rate and a 20.6% click rate, and the email sent after an adviser’s first submitted application reached a 50.7% open rate.
Re-engaging quiet advisers: In its first weeks, the churn journey for advisers who had stopped submitting applications recorded a 43.5% open rate and a 15.3% click rate.
Learnings that shaped the programme: Testing showed that weekday sends between 11am and 1pm, personal subject lines and designed emails with image or illustration headers tended to outperform the alternatives, and we built these findings into every new journey.

Conclusion

Over 30 months, we gave UnderwriteMe a lifecycle programme that met advisers at each stage of their journey on the Protection Platform, supported by content and video that showed the product at work. The result was consistently high engagement from a professional audience and a tested set of journeys the team could keep building on.

This project drew on our email marketing, video and motion design, organic social and app marketing services. See more of our work.

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