Platform

Fount Core CDP

The foundational data infrastructure that powers intelligent marketing decisions

Fount Core CDP ingests, unifies and analyzes your disparate customer and marketing data to provide a centralized store of intelligence for your marketers and our AI Marketing Team to take data aggregation, reporting, analysis and activation from days to minutes

Core Foundation

Data Unification

Dynamic customer data ingestion with AI-powered insight extraction

Our advanced data unification engine captures every customer interaction across your insurance ecosystem, from the first click or call to initial quotes to policy binds, claims processing, and renewal conversations. Using LLM analysis, we transform unstructured data into actionable customer insights while building a single source of truth for intelligent marketing decision-making.

Dynamic Data Ingestion

Digital Touchpoints

Comprehensive capture of website visits, page views, form submissions, search queries, and user behavior patterns across your digital properties.

Direct Communication

Dynamic tracking and ingestion of agent calls, service center interactions, chat sessions and email exchanges to extract customer intent, preferences, affinities, concerns, and buying signals that feed directly into the Fount user graph.

Media Buying Platforms

Live integration with Google Ads, Meta Platforms and other advertising platforms to capture campaign performance, audience data, conversion tracking, and attribution metrics for comprehensive marketing intelligence.

Core Insurance Systems

Up to date feeds from your policy management and claims processing systems capturing quotes, applications, binds, endorsements, cancellations, claims intake, processing status, adjuster notes, and settlement information.

External Data Integration

Seamless connection to third-party identity resolution providers and industry databases for complete customer context.

AI-Powered Interaction Analysis

Call Center Transcription & Analysis

AI analysis of customer service calls with sentiment analysis extracts product preferences, buying stage, lead qualification and other insights that feed into our user graph.

Email & Communication Understanding

LLM-powered analysis of customer emails and other text interactions extract intent, preferences, affinities, concerns, and buying signals that feed directly into the Fount user graph.

Affinity & Intent Detection

Through unifying and analysing structured and unstructured data, we identify buying stage, product interests, price sensitivity, customer affinities, and product interests to update customer profiles and lead scores for intelligent marketing.

Internal Data Sources

  • CRM systems and customer databases
  • Policy management systems
  • Marketing automation platforms
  • Website and mobile app analytics

External Data Sources

  • Third-party data providers
  • Social media platforms
  • Public records and demographics
  • Industry-specific data feeds
Advanced Analytics

Campaign Performance

Comprehensive marketing analytics with multi-touch attribution, automated reporting, and insurance-specific performance metrics

Go beyond basic campaign reporting with enterprise-grade analytics that provide deep insights into audience, channel and campaign performance, customer acquisition costs, attribution modeling, and revenue optimization across all channels and touchpoints.

Up-to-Date Performance Analysis

Investment & Impression Tracking

Monitor campaign, channel and ad spend, impressions, clicks, and CPM, CPC, CPL and CAC metrics across all channels with automated updates and trend analysis.

Conversion Performance Metrics

Track conversion rates, deal volumes, policy sales, and revenue attribution with detailed breakdowns by campaign, medium, and audience segments.

Channel & Campaign Comparison

Compare performance across paid search, social, organic, direct, and other channels with interactive visualizations and smart filtering capabilities.

Advanced Attribution & Analysis

Multi-Touch Attribution Models

Track and attribute prospects at a channel, campaign and adset level from first touch to policy bind, claim, renewal and beyond, with custom attribution windows for complex insurance sales cycles.

Insurance-Specific KPIs

Understand your key metrics such as Cost per lead (CPL), customer acquisition cost (CAC), lifetime value (CLV), premium ROAS, and policy retention metrics relative to your business goals.

Comprehensive Performance Metrics

Campaign Metrics

  • Investment & Budget Tracking
  • Impressions & Reach
  • Click-through Rates
  • Cost per Click/Impression

Lead Intelligence

  • Lead Volume & Quality
  • Conversion Rates
  • Affinity & Contact Rates
  • Lead Scoring & Qualification

Sales Performance

  • Policy Sales & Revenue
  • Average Premium Value
  • Conversion Performance
  • Sales Cycle Analytics

ROI & Economics

  • Customer Acquisition Cost
  • Lifetime Value Ratios
  • Premium Return on Ad Spend
  • Assisted Conversion Value

Advanced Filtering & Segmentation

  • Filter by age range, gender, region, device, and custom demographics
  • Segment by insurance product type, coverage level, and claim history
  • Compare performance across time periods, campaigns, and audience cohorts

Automated Reporting & Alerts

  • Scheduled reports delivered to email, Slack, or Teams
  • Smart alerts for performance anomalies and opportunities
  • Custom dashboards for executives, managers, and analysts
Audience Targeting

Audience Management

Build behavioral and demographic segments with insurance context, then activate across paid media, email and soon voice AI

Create sophisticated audience segments based on engagement patterns, product interest, affinities, insurance behavior, risk profiles, and other data points. Our platform combines first- and third-party data with advanced analytics to build the audiences you need using natural language.

Smart Segmentation

Behavioral Segmentation

Group customers by engagement patterns, customer stage, location, customer demographics, quote behavior, claims history in seconds and activate across channels.

Scoring Driven Segmentation

Create segments based on lead scores, risk assessment, assessed coverage needs, and lifetime value for targeted media spend and engagement that drives value.

Lifecycle Stages

Segment customers by where they are in the insurance journey: prospects, new policies, renewals, or lapsed customers.

Multi-Channel Activation

Social & Paid Media

Sync audiences to Facebook, Google, LinkedIn, and other advertising platforms with automatic lookalike audience creation and real-time optimization.

Email Marketing

Push audiences to email marketing platforms with automated sync, personalized messaging, and performance tracking.

Voice AI Coming Soon

Activate audiences through AI-powered voice campaigns with personalized messaging and automated follow-up sequences.

Example Insurance Audiences

High-Value Prospects

Prospects with high predicted lifetime value based on demographics and behavior

Renewal Risk

Current customers at risk of not renewing their policies

Cross-Sell Ready

Customers likely to purchase additional insurance products

Quote Abandoners

Prospects who started but didn't complete quote process

Competitor Switchers

Prospects showing behavior indicating readiness to switch insurers

Life Event Triggers

Customers experiencing major life changes affecting insurance needs

CRM & Sales Integration

  • Sync audiences to Salesforce, HubSpot, and other CRM platforms
  • Trigger sales workflows based on audience membership changes
  • Provide sales teams with audience context and insights

Event Driven Audience Management

  • Audiences update dynamically as customer behavior changes
  • Automatic suppression of customers who become ineligible
  • Historical audience performance tracking and optimization
Advanced Analytics

Insurance Value Analytics

Understand audience, channel and product behavior to drive acquisition based on true insurance metrics to drive lifetime customer profit, not short-term conversions prone to churn and adverse risk selection

Audience Economics & Acquisition Intelligence

Understand the insurance attributes and acquisition economics of different channels, ads and audiences. Understand the expected Policyholder Lifetime, Expected Premium, Cross-Sell opportunities, CAC, CLV, and Net Acquisition Profitability of different audiences BEFORE spending more acquisition dollars.

Segment Alpha

Lifetime ExpectationXX years
CAC$XXX
Total Premium$X,XXX
Net LTV$X,XXX
Profitability Score
High Profit

Segment Beta

Lifetime ExpectationYY years
CAC$YYY
Total Premium$Y,YYY
Net LTV$Y,YYY
Profitability Score
Highest Profit

Segment Gamma

Lifetime ExpectationZZ years
CAC$ZZZ
Total Premium$Z,ZZZ
Net LTV$ZZZ
Profitability Score
Low Profit

Acquisition Economics by Audience

Lifetime Value vs Customer Acquisition Cost
Low CACHigh LTV
Lifetime Expectation vs Loss Ratio
Seg Beta
YY
Seg Alpha
XX
Seg Gamma
ZZ

Lifetime Expectation

Predict customer lifetime value based on demographics, behavior, and risk factors

LTV Distribution

Expected Premium

Calculate potential premium revenue for each prospect segment

$2.4K
Auto
$1.8K
Home
$720
Pet

Loss Ratios

Analyze historical loss patterns for audience segments to understand the impact of your acquisition strategy on claims

72% Loss Ratio

Profitability

Measure true ROI by combining premium, claims, administrative expenses and acquisition costs

Premium+$847K
Claims-$610K
Expenses-$120K
Acquisition-$89K
Net Profit$28K
Lead Scoring

Dynamic Lead Valuation

Rapid lead analysis applies conversion, churn, risk and profitability models to individual leads as they are generated to determine their value and potential for acquisition to inform audience segmentation, bid prices, sales outreach and other acquisition decisions.

Rapid Lead Scoring & Segmentation

As each lead converts, rapidly apply our Insurance Value Analytics models to calculate their segment assignment and activation priority. This allows for immediate personalization and optimized marketing spend allocation.

Incoming Lead: John D. - Auto Quote

Processing...
Lifetime Expectation
XX years
Projected CAC
$XXX
Total Premium
$X,XXX
Net LTV
$X,XXX
Segment Assignment:
Segment Alpha
Priority:
High Value

Lead Scoring

Rapidly apply Insurance Value Analytics models to each lead in calculating lifetime expectation, premium potential, and profitability scores.

Lead Segmentation

Assign leads to audience segments and prioritize based on calculated metrics, enabling personalized follow-up strategies.

Activation Prioritization

Optimize marketing spend and sales effort allocation by prioritizing high-value leads and customizing approaches for each segment.

Insurance Graphing

Identity Resolution

First- and third-party customer data stitching
Click → Quote → Call → Bind/Purchase → Claims → Renewal → Re-rating
and every action in between to create a complete view of each policyholder.

Create comprehensive customer profiles that span the entire insurance lifecycle. Our stitching technology connects every customer interaction, from the first click, lead purchase or call, initial quote requests through policy management, claims experiences, renewal processes, and re-rating events to build a complete view of each policyholder.

Complete Insurance Identity Mapping

CL
Click
Initial website interaction
Q
Quote
Insurance quote request
CA
Call
Customer service interaction
B
Bind/Purchase
Policy activation and purchase
C
Claims
Claims processing and management
R
Renewal
Policy renewal process
RR
Re-rating
Risk reassessment and pricing

Lifecycle Event Tracking

Marketing Engagement

Email opens, ad clicks, website behavior, content downloads and campaign responses

Customer Service Interactions

From quoting, lead qualification, sales, onboarding, and cancellation calls to claims and cross-sell interactions

Policy Lifecycle Events

Bind, claims, cross-sell, renewal, coverage changes, cancellations, and reinstatements

360° Insurance Customer Intelligence

Comprehensive customer profiles that unify every touchpoint, transaction, and interaction across the entire insurance lifecycle

Digital Acquisition Journey

From first click through quote requests, calls, and conversions with complete attribution and lead scoring

Policy & Payment Intelligence

Complete policy lifecycle tracking, claims, cross-sell, coverage changes, renewals and cancellation events

Marketing Attribution & Engagement

Complete marketing journey attribution, campaign performance, and engagement scoring across all touchpoints

Cross-Device & Channel Unification

Mobile, desktop, phone, email, agent interactions unified into single customer identity

Lifetime Value Analytics

Customer lifetime value prediction, churn probability, cross-sell opportunities, and renewal optimization

Ready to Transform Your Customer Data Infrastructure?

See how Fount Core CDP can unify your insurance data and unlock powerful customer insights for your marketing team.