![[Asset] Customer story - Allianz Cover image](http://images.ctfassets.net/gwbpo1m641r7/4eCgdV6CyHzu1zjzRm8hC6/9b282619702943cc808907e289d3227e/Hero_Allianz.png?w=1080&q=100&fit=fill&fm=avif)
Key metrics impacted
+7 percentage points conversion rate uplift
Decrease in funnel drop-off, bounce rates, and abandonment rates
Full-platform adoption across multiple teams
About the company
Allianz Specialty is part of Allianz UK, operating 2 of the country's leading pet insurance brands: Petplan and LV= Pet. The team works closely with the Car and Home teams within Allianz Personal to ensure customers experience seamless, frictionless digital journeys, from first quote to purchase and beyond.
At the heart of that mission is a dedicated web optimisation team responsible for improving funnel progression, conversion rates, and overall digital performance across both brands.
The challenge
Before Contentsquare, Allianz Specialty's web team was working largely in the dark. Previous analytics tools delivered surface-level data but lacked the depth needed to meaningfully improve the quote-and-buy funnel across Petplan and LV Pet.
The result: slow decision-making, limited behavioral visibility, and no reliable way to understand where—or why—users were dropping off.
Key pain points included:
No actionable insights from existing tools, making it difficult to understand how users were truly interacting with the site or what to do about it
Time-consuming data investigations that slowed optimization cycles and delayed improvements
Limited visibility into drop-off and abandonment rates, preventing the team from pinpointing and fixing the biggest friction points in the funnel
No way to build strong data-backed business cases to align stakeholders around site improvements
"Before we were using Contentsquare, we had a lack of visibility in those deep areas across the site and the deep analytics that we wanted to be able to look at," says Bethan Jakob, Web Optimisation Lead at Allianz Specialty. "Actually being able to dive deeper into the analytics was a struggle for us."
The goal was clear: improve conversion rates and funnel progression across both brands. But to get there, they needed a platform that could go far deeper than what they had.
We had challenges with our previous supplier, so when we moved over to Contentsquare, it was a breath of fresh air. We now have the capabilities and customer support we need.
The solution
Allianz Specialty made the switch to Contentsquare—and from the outset, their approach was all-in. Ben and Bethan didn't just adopt a few features—the team rolled out the full Contentsquare platform across their business.
Adoption was treated as a business priority from day one. Contentsquare training via Contentsquare University was made mandatory for all new starters, and proficiency targets were built into employee KPIs.
As Bethan explained, the goal was to make sure every new team member could hit the ground running: "We've made it mandatory for new starters to have full Contentsquare training through Contentsquare University, and we've pushed it out across different departments as well to really utilize all the tool has to offer."
The team also leaned heavily on Contentsquare's customer success team, treating them as a genuine extension of their own.
We've got a fantastic customer success manager at Contentsquare who really supports us and is like an extended part of our team. We're really integrated with training, getting new tools on board, and actually having the support that we need to be able to improve our site.
![[Asset] Customer story - Allianz - Bethan Jakob](http://images.ctfassets.net/gwbpo1m641r7/3qDMUSRYg1QO9Rxb8SoLWm/f270ff5d1a4371799c069b99c9be3914/Bethan_Jakob.png?w=828&q=100&fit=fill&fm=avif)
How Contentsquare helps Allianz Specialty
1. Getting deep visibility into how customers really behave
With Contentsquare's Experience Analytics tools, the team gained the behavioral depth they'd been missing—session replays and behavioral analytics that transformed how they investigated problems and prioritised fixes.
Dashboards became central to their daily workflow, built out for different site areas and used as a launchpad for deeper investigation. Bethan describes them as her favorite part of the platform: "I've built so many different dashboards to access different areas of the site, be that funnels, be that errors. I find them so helpful for getting my day-to-day job done."
Session Replay Summaries have also become a go-to for the team—using AI to surface key findings from replays without the manual legwork. As Ben puts it, the feature completely changes the dynamic for a busy team:
It takes all the hard work away from your team, and delivers insights to you instantaneously.
Alongside this, Experience Monitoring gave the team real-time visibility into errors and API issues—enabling them to catch and resolve friction points before they could drive up abandonment rates.
2. Putting data at the team's fingertips—instantly
Speed of insight was a priority from day one, and Sense, Contentsquare’s AI agent, has become a core part of how the team operates. Whether in the middle of a meeting or in the middle of a busy day, a single prompt to Sense replaces what used to require lengthy manual analysis—delivering answers in seconds and freeing the team to focus on what the data actually means.
Having Sense is just like having an analytics agent work for you 24-7. Being able to send a prompt and get the data back so quickly really improves our team's efficiency—it gives us so much more time to focus on other things and more time to actually sit and digest that data.
The combination of Sense for real-time querying and Session Replay Summaries for instant behavioral insight means the team is never waiting on data—it comes to them.
3. Uncovering a hidden blocker that stopped 30% of customers from converting
When Allianz Specialty started using Product Analytics to track customer journeys across Petplan and LV Pet—including how users moved between price comparison and direct channels—the findings were striking. They discovered that 30% of users were hitting a blocking step in the quote-and-buy flow: instead of continuing their quote online, they were being prompted to call the contact center.
We want to try and maintain as many customers online as possible. We wouldn't have had this data without Product Analytics enabled. It showcases where the opportunities are for growth and improvement.
Bethan adds that having this data also unlocked a new level of internal influence: "We were really enabled to present a fantastic business case and pull together a great optimisation that would remove this blocker and really help improve the customer journey." The fix is now in progress, with Product Analytics in place to track its impact the moment it goes live.
4. Moving from generic feedback to granular customer insight
Consumer Duty regulations put increasing pressure on insurers to actively evidence fair customer outcomes—not just report on them after the fact. With Contentsquare’s Voice of Customer tools, Allianz Specialty moved beyond surface-level feedback to gather moment-specific insight.
By linking VoC data and Net Promoter Scores® (NPS®) directly with session replays, the team can now identify exactly which steps in the journey are causing frustration, and why. They're also piloting the Interviews feature within Voice of Customer to support formal Consumer Duty compliance testing—using direct customer input to validate and prioritize.
In our previous tool, there were no actionable items. With Contentsquare's Voice of Customer, we can get really granular insights on what the customer actually did within session replays.
5. Aligning the entire business around one shared view of performance
One of the most significant shifts wasn't technical—it was organisational. By expanding Contentsquare beyond the web optimisation team and into brand media, claims, fraud, and risk departments, Allianz Specialty created a shared view of digital performance that the entire business could act on together. This has also transformed how the team approaches their testing roadmap. "Once we've pushed a winning test live on the site, we then start the process over by hypothesizing and getting insights for what the next big opportunity and test will be using Contentsquare data," shares Ben.
Bethan notes that cross-team alignment has been just as impactful:
Having an aligned vision of exactly what's performing and what's not has really helped improve our prioritization, build out a fantastic roadmap for optimizations, and really helped us all understand a lot more about what's going on.
The results
The impact of Contentsquare across Allianz Specialty's Petplan and LV Pet brands has been both measurable and meaningful:
+7 percentage point uplift in conversion rate (2025 vs. 2024), driven by a clearer understanding of where users were dropping off and targeted fixes to bring them back
Improved funnel progression rates across the quote-and-buy journey, step by step
Reduced drop-off, bounce, and abandonment rates through error identification and friction-point resolution
Faster, more confident decision-making across teams, enabled by data that's always accessible and immediately actionable
Bethan attributes the conversion uplift directly to the team's ability to locate and act on the moments that matter: "Contentsquare has supported us with a dramatic uplift in our conversion rate of seven percentage points. That's been through being able to identify where customers are leaving us on the journey, being able to focus on those points, and bring those customers back in."
In her own words, the platform has done one thing above all else: "turbocharged our web analytics data and now forms our website testing roadmap."
The impact that Contentsquare has had on Allianz has been really immeasurable. It's helped us so much with understanding our customer behavior, our user journeys, and understanding how much of a difference actually having access to these analytics can make. We couldn't live without it.
What's next
Allianz Specialty is already planning its next phase. The team intends to integrate call center data into Product Analytics to build a true 360-degree view of customer behavior—connecting online and offline touchpoints for the first time and bridging the gap between digital performance and contact center reality.
They're also deepening their use of Voice of Customer and Product Analytics through professional service hours, while continuing to extend Contentsquare training across more teams within the business.
The future for Contentsquare and Allianz looks pretty bright, definitely from our perspective. We're looking at integrating our customer call center into Product Analytics to really get a 360 view of how our user journey and user behavior are on site.