Beyond Clicks: How fusepoint Uncovered $400K in Hidden Profit

In this case study, we break down how fusepoint helped a leading voluntary insurance company transform its marketing performance, improve profitability, and uncover $400K in incremental profit without increasing ad spend using our insurance marketing strategies.

The brand faced challenges with marketing attribution that are extremely common across the insurance industry: their marketing team was investing heavily in digital channels but couldn’t accurately determine which efforts were truly driving policy sales, quality leads, or long-term customer value. Traditional attribution painted an incomplete picture, making it difficult to scale efficiently or protect margin.

Our engagement focused on building a funnel measurement system that revealed what was really working, and what wasn’t. Through our marketing analytics strategy and a structured test-and-learn approach, we helped the insurance company identify the most effective insurance marketing strategies for profitable growth.

Our work included:

• Measuring the true impact of each marketing channel on policy sales, incremental conversions, and customer acquisition

• Identifying high-performing strategies that were previously undervalued or overlooked

• Building a repeatable measurement framework to guide future insurance marketing decisions

• Reallocating budget from oversaturated channels into higher-value opportunities

• Improving policy AOV and long-term profitability through smarter investments

This data-backed approach revealed hidden growth opportunities and helped the insurance brand rebuild its marketing strategy around what truly drove meaningful impact, not vanity metrics or misleading attribution models.

Insurance marketing is uniquely complex. With long decision cycles, highly regulated products, and intense competition from national providers and niche agencies, insurance companies often struggle to understand which marketing activities actually drive new policies, high-quality leads, and long-term customer relationships.

This complexity makes measurement the cornerstone of effective insurance marketing strategies.

Common Challenges Insurance Companies Face

Most insurance companies, whether enterprise carriers, mid-market agencies, or digital-first insurers, face the same roadblocks when trying to improve marketing effectiveness:

1. Unclear Contribution From Marketing Channels

Platforms often over-credit themselves, leaving insurance brands unsure which channels actually impact policy sales or customer acquisition.

2. Over-Reliance on Bottom-Funnel Digital Tactics

Insurance marketers frequently overspend on paid search, branded queries, and PPC ads because they appear to perform well in click-based attribution, while undervaluing higher-impact channels that improve brand awareness and customer consideration.

3. Difficulty Justifying Budgets to Finance and Leadership

Without accurate media measurement solutions, it becomes difficult to prove ROI or secure additional resources for new strategies, creative testing, or channel expansion.

4. Underestimating Customer Value and Downstream Profitability

Insurance policies generate long-term revenue. Attribution models often fail to account for lifetime value (LTV), renewals, add-on products, and referrals.

That’s why measurement i

Our work with the voluntary insurance brand focused on answering one critical question:

Which insurance marketing strategies actually drive incremental revenue, profitability, and long-term customer value?

To solve this, we implemented a measurement framework designed specifically for complex insurance business models.

1. Multi-Layered Incrementality Testing

Instead of relying on click-based attribution, we used incrementality experiments to identify which channels generated true incremental policy sales.

This helped the insurance brand:

• Challenge assumptions about “underperforming” channels

• Validate the real contribution of mid- and upper-funnel channels

• Uncover opportunities to drive more high-quality leads

• Identify which strategies produced the highest margin

2. Channel Realignment for Greater Profitability

Many insurance companies unknowingly overspend in oversaturated channels like paid search. With precise measurement, we identified undervalued channels delivering more incremental conversions at lower cost.

By reallocating budgets, the brand saw:

• 167% lift in incremental revenue

• 33% increase in average order value (AOV)

• Nearly $400K in incremental profit—without increasing spend

This demonstrates the power of aligning insurance marketing strategies with data-driven insights.

3. A Repeatable, Outcome-Based Measurement Framework

We built a decision-making system that allows insurance brands to:

• Understand the real drivers of sales and customer growth

• Improve marketing efficiency

• Protect budget from misleading platform-reported metrics

• Confidently scale channels proven to grow the business

This gives insurance companies a long-term strategic advantage, not just short-term campaign optimization.

For insurance brands, marketing doesn’t succeed by chasing the newest trend or relying exclusively on platform performance reporting. Success comes from using data to understand which strategies produce meaningful business outcomes.

Here’s what measurement helps insurance companies achieve:

1. Identify the Most Profitable Marketing Channels

Insurance marketers can pinpoint which channels generate incremental policy sales, renewals, and long-term customer value.

2. Optimize Paid Advertising Budgets

Data helps avoid overspending in high-cost channels and redirect investment to strategies that drive high-quality leads and conversions.

3. Improve Customer Targeting and Lead Quality

With better measurement and analytics, insurance companies can refine their audience strategy, improving their long-term marketing strategy.

4. Support New Product or Policy Launches

Effective measurement reveals which marketing strategies deliver the best reach, engagement, and conversion across life insurance, health insurance, home/auto, and supplemental policies.

5. Strengthen Alignment Across Marketing, Finance, and Leadership

Insurance companies can justify budgets, validate performance, and make decisions based on real business outcomes.

We use advanced measurement techniques to help insurers identify, optimize, and scale their most impactful marketing programs. Our approach includes:

Marketing Mix Modeling

To quantify the contribution of every marketing channel, including offline, digital, and brand-driven efforts.

Incrementality Experiments

To measure the true impact of each channel on policy sales, revenue, and renewals.

Causal Impact Analysis

To understand how marketing affects customer behavior during specific time periods (launches, promo cycles, open enrollment, etc.)

Customer Value Modeling

To identify which marketing strategies attract higher-LTV customers who renew, add policies, and refer others.

Financial Modeling

To assess profitability at the marketing channel, audience, and policy level.

This helps insurance brands:

• Pinpoint the most effective insurance marketing strategies

• Reduce wasted spend

• Improve customer acquisition efficiency

Build long-term marketing plans that increase profitability

Insurance Marketing Strategies Work Best When They’re Backed by Measurement

Insurance companies don’t need bigger budgets, they need smarter insights. With a data-driven approach, insurers can uncover hidden profit, improve LTV:CAC, and build marketing strategies that deliver sustainable results.

fusepoint helps insurance brands bridge the gap between marketing activity and business outcomes, ensuring every dollar is invested in strategies proven to work.

If you’re ready to build more effective insurance marketing strategies and drive measurable growth, fusepoint can help.