Bringing Adobe Campaign database marketing expertise in-house for the UK’s largest pet insurer

TAP served as Solution Architects to design and implement an on-premises CRM solution driven by Adobe Campaign for Petplan, part of Allianz Insurance. Our bespoke consulting services gave Petplan the tools to take control of personalised marketing campaigns. Six years on, the relationship is going from strength to strength.

The Project

  • Consultancy – Organise your data
  • Consultancy – Target prospects and customers
  • Implementation – Organise your data
  • Implementation – Target prospects and customers

The Allianz challenge at a glance

  • Migrating Adobe Campaign and Apteco FastStats from hosted service to in-house
  • Upskilling the CRM team
  • Commencing a sustained, ongoing relationship
Allianz TAP London

The Process

A phased approach saw TAP lead the design, implementation and training of an on-premises database marketing solution that combines Adobe Campaign and Apteco FastStats.

Our embedded technical consultants worked alongside Allianz’s technical architects to migrate hosted services to Allianz’s infrastructure, adhering to their internal IT protocols.

Free from the constraints of third-party service providers, TAP and Allianz began an ongoing process of iteration and maturation to deliver a better customer experience.

End-to-end improvements


Petplan has more flexibility and functionality, with bandwidth to experiment in the robust Adobe Campaign ecosystem.


Migrating Petplan’s campaign platforms in-house streamlined the campaign workflow. Going from ideation to launch now takes 2-3 weeks, a 15-20% time saving for the team.


Through an iterative testing, tweaking, and scaling process, the Petplan CRM team uses Adobe Campaign to deliver sophisticated customer communications.


Integrating the Petplan customer database allows us to create opportunities and fosters customer loyalty.


TAP and Petplan use Adobe Campaign and Apteco FastStats to turn post-send insight into streamlined strategies and more valuable interactions.


TAP continues to provide the technical expertise to support proactive and insight-driven database marketing initiatives.

Allianz TAP London

The Result

The combination of TAP’s technological expertise, Allianz’s ingenuity, and industry-leading digital marketing tools enable Petplan to continually mature UK marketing activity.

To keep Petplan leading the pet insurance pack, each of annual campaigns must be relevant, personalised, dynamic and polished.

  • Proactively address events like iOS 15 data privacy changes
  • Pet and breed-specific content customisation
  • Relevant information based on postcodes
  • Split-testing
  • Behaviour-based campaign workflows
  • Post-send insights and data analysis

For the 1.3 million insured pets (and their owners), that means more valuable interactions, personalised communication, and a loyal following.

TAP are a trusted partner who adjust to extremely challenging client side issues with ease, offering a dedicated service which runs consistently throughout the team. I am particularly impressed with their focused, “can-do” approach and ability to work to tight deadlines and constantly changing delivery demands. I have increased confidence in solutions when TAP are present in the session as they have a rare ability to balance the blend of optimal capability and commercial delivery.

Pete Honeywood, CRM Performance and Customer Experience Manager, Petplan

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