Core CDP | Fount

Insurance marketers operate across a large and unique set of data sources to drive growth - policy admin, CRM, call centre, web analytics, third-party enrichment, claims and multiple paid channels. The Core CDP connects all of these into one queryable record per customer with seamless linkage to the marketing efforts that led to every customer action.

Built for insurance data modelsUnderstands policy lifecycle events, messy insurance onboarding data, LOBs, producer hierarchies, claims and loss ratios - not just generic CRM objects.

Actuarial signals on every profileEach unified record carries predicted lifetime value, retention probability and loss propensity - built from years of policy lifecycle history. Audiences are built on economic substance, not just clicks.

Closed-loop measurementBind data flows back from policy admin into campaign attribution within 24 hours. Marketing finally sees cost per policy written, not just cost per lead.

Feeds every downstream systemUnified profiles feed Fount's AI agents, your CRM, data warehouses and any BI or activation platform via API or file export.

Agent-ready data layer

Built for machines, not just dashboards

Most CDPs are optimized for human analysts. Fount's is designed for machine consumption - every profile structured so AI agents can query, act, and coordinate without transformation overhead.

Consistent, typed schemasEvery field has a defined type and insurance-specific meaning. Agents don't guess at field names or coerce data types - they operate on clean, predictable records.

Pre-computed actuarial signalsLTV, loss propensity, retention risk and cross-sell readiness are computed and stored on every profile - ready for agent inference without on-demand calculation.

Event-driven by defaultEvery bind, claim, renewal, or click fires a structured event agents can subscribe to and act on in real time - not a nightly batch file.

Cluster 01 - Ingest & Resolve

Data Unification

Every data source. One customer record.

The CDP ingests from every system that touches your customer - policy admin, CRM, web analytics, call centre, paid media, and third-party enrichment - and merges them into a single, consistent profile. No manual joins. No stale extracts.

Data sources

Policy & ClaimsBind dates, premium, LOBs, loss history, renewal events

CRM & ContactLead records, agent notes, contact history, pipeline stage

Digital BehaviourWeb sessions, ad clicks, form fills, email engagement

Call & IVR DataCall recordings, disposition codes, hold times, outcomes

Third-Party DataCredit attributes, demographic overlays, firmographic data

Marketing SpendChannel costs, impressions, CPL by campaign and segment

Profile integrity

Cross-system consistencyWhen CRM, policy admin, and call centre systems disagree on the same customer's details, configurable source-priority rules resolve the conflict automatically - ambiguous records are flagged for human review rather than silently overwritten.

Real-time enrichmentAs new events land - a policy bind, a claim opened, a paid search click - the unified profile updates within seconds, keeping downstream analytics current.

Schema normalisationEach source arrives with its own field names and data types. The CDP maps everything to a common insurance-specific schema so your analysts and models use consistent definitions.

The resultA single customer record, continuously updated, available to every downstream system - from campaign targeting to executive dashboards.

Identity Resolution

One person. Many systems. Resolved.

Insurance carriers accumulate duplicate and fragmented customer records across every system they run. The Core CDP applies a layered identity resolution engine - deterministic where the data supports it, probabilistic where it doesn't.

Multi-signal matching

A layered resolution engine combines high-confidence anchors with probabilistic scoring to connect fragmented records across CRM, policy admin, call centre and digital systems into a single authoritative profile.

Cluster 02 - Analyze & Score

Insurance Value Analytics

The CDP computes a standard library of insurance-specific customer metrics on every unified profile using Fount's actuarial models. Where you have your own - proprietary loss models, custom LTV frameworks, or in-house scoring - the platform integrates with them directly, so the metrics align to how you already think about your book rather than forcing you to adopt ours.

Computed metrics

Lifetime ValuePremium paid, tenure, cross-sell history, projected renewal probability

Acquisition CostBlended CAC per channel, LOB, zip, and agent - updated on each bind

Retention RiskChurn propensity scored at renewal, incorporating price sensitivity signals

Loss PropensityHistorical claim frequency overlaid with third-party risk attributes

Cross-sell ReadinessProduct gap analysis against household exposure and competitor signals

Channel AffinityPreferred contact channel derived from engagement pattern across touchpoints

Dynamic Lead Valuation

Bid on what a policy is worth. Not what a lead costs.

Most insurance marketing teams optimise for cost per lead (CPL). The Fount platform shifts the frame to cost to net economic value (NEV) - using the unified customer record to score lead value before acquisition spend is committed. The platform calculates predicted lifetime value at bind, retention risk, cross-sell readiness and loss propensity for every unified profile and weights it against the cost to acquire to understand where to spend the next dollar.

Predicted CLV at bindBefore a dollar is spent acquiring a lead, the platform scores the predicted 3-year customer value based on demographic, behavioural, and actuarial signals - so budget flows toward leads that will stay.

Channel-adjusted CPL targetsCAC targets are calculated per channel and segment, not as a flat average. A high-intent direct search lead justifies a higher CPL than a cold display retarget - the CDP makes that distinction automatic.

Continuous bid feedbackBind data from your policy admin system flows back into the CDP within 24 hours. Campaigns automatically recalibrate allowable acquisition closing the loop between marketing spend and policy outcomes.

Want to see the unified profile in action?

We can walk through a live data model with your existing sources.

Cluster 03 - Measure & Activate

Campaign Performance

Measure what actually matters - economic value generated, not just clicks.

The CDP closes the measurement loop by connecting marketing spend directly to policy outcomes. Campaign reporting moves from vanity metrics to the numbers that actually inform budget decisions.

Attribution modelling

Multi-touch attribution across every paid and owned channel. See exactly which touchpoints contributed to each bind - not just the last click.

Supports data-driven, last-touch, and first-touch models with channel comparison views.

Cost-per-bind reporting

CPL and CAC tracked at campaign, ad group, and keyword level. Unified with policy data so you see cost against actual policies written, not just leads.

Refresh cycle: daily for paid channels, near real-time for CRM-sourced leads.

Incrementality testing

Holdout-based experiments to measure true incremental lift from campaigns. Isolate what is actually driving new policies versus what would have happened anyway.

Minimum detectable effect calculated upfront - no underpowered tests.

Audience Management

The right people. The right channel. At the right moment.

Segment types

Suppression listsExisting policyholders excluded from prospecting by LOB, zip, and policy status - updated daily.

Lookalike seedsHigh-LTV cohorts exported as seed audiences for paid social and programmatic prospecting.

Retargeting poolsVisitors who reached bind step but did not convert, segmented by drop-off point and time since visit.

Renewal segmentsPolicyholders entering 90/60/30-day renewal windows, scored by churn risk for proactive outreach.

Cross-sell triggersPolicyholders who meet cross-sell criteria activated in CRM for agent outreach or direct digital campaigns.

Segments are built from the unified CDP profile - not from individual channel data. That means suppression lists reflect actual policy status, retargeting pools reflect actual funnel drop-off, and lookalike seeds are built from your actual highest-value customers.

Audiences sync to Google Ads, Meta, and programmatic DSPs on a configurable refresh schedule. No manual exports. No CSV uploads.

For CRM-based outreach, segments are pushed directly to your agent desktops - renewal risk queues, cross-sell opportunity lists, and lapsed customer re-engagement all handled from the same unified data source.

Ready to unify your insurance data?

Talk to our team about connecting your data sources and getting your first unified customer profiles.