BFSI · Adobe Target

ICICI Prudential Life: 3x Conversions After Moving to Adobe Target

ICICI Pru Life’s incumbent personalization platform had become the bottleneck: sluggish delivery, slow launches, and segmentation too coarse to be useful.

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conversion improvement for returning users

faster personalization delivery

50+

segments personalized in four months

4 wk

full platform migration

The Challenge

The insurer believed in personalization — the platform just couldn't keep up. New use cases took too long to ship, page performance suffered under the delivery mechanism, and the segmentation model couldn't distinguish audiences finely enough to say anything meaningful to returning visitors. The program was constrained by its tooling, not its ideas.

The Solution

We migrated every active personalization use case to Adobe Target in four weeks — mapped, rebuilt, validated, and switched over without a gap in coverage. With delivery speed no longer the constraint, the focus shifted to throughput: a structured ideation pipeline that kept a backlog of test-ready hypotheses flowing, and segmentation rebuilt around behavioral and lifecycle signals, scaled across the site's highest-value pages.

The Results

Returning-user conversions tripled. Personalization ships 4x faster than on the previous platform, and more than 50 distinct segments received tailored experiences within the first four months — the difference between a personalization tool and a personalization practice.

Adobe Target
Behavioral Segmentation

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