Insurance Intelligence - Policy Ownership, Switching & Coverage with AI

Data Axle's Insurance Audiences combine verified PII with AI-driven behavioral and financial intent signals to identify consumers likely to buy, switch, or expand insurance coverage. Whether you're driving growth across auto, health, life, homeowners, or bundled products, these audiences help marketers reach high-likelihood converters with precision-across every lifecycle stage and coverage line.

Data Axle, formerly Infogroup, has been a trusted provider of data-driven solutions since 1972. It has coverage of over 95% of U.S. adults and households. Data Axle combines deterministic offline and online sources-voter files, utility connects, real estate, and more-to create enriched, actionable consumer profiles which can be consumed directly within your environment.

What Sets Us Apart:

• Unlike traditional forecasting models built on static rules or demographics, our AI engine continuously learns and adapts, using thousands of behavioral, attitudinal, and transactional signals to generate nuanced audience definitions
• Trained on expansive offline PII data, utilizing all signals (not just age/income)
• Scores every individual (0-1) by propensity to act
• Optimized for personalized targeting, next-best action, and cross-sell models
• Built for scalable segmentation, enrichment, and omnichannel activation

Key Attributes

• Current policy ownership: auto, home, health, life, renters, vision, dental, and more
• Carrier loyalty and brand-switch indicators
• Household-level asset ownership (vehicles, properties)
• Family status (dependents, marital status)
• Financial stress, disposable income, and credit behavior signals
• Regional policy adoption trends and household risk profiles

Segment Categories

• Multi-Line Policyholders - Existing customers with multiple active coverages
• Insurance Switchers - Recently switched or high intent to switch coverage or carrier
• High Coverage Seekers - Interested in expanding policy value or protection
• Uninsured or Underinsured - Likely lacking basic coverage or minimal policy value
• First-Time Policy Buyers - Recently employed, new parents, new homeowners
• Carrier Loyalists - Long-term relationships with specific brands (State Farm, Geico, etc.)
• Price-Sensitive Shoppers - Value-focused consumers actively comparing rates
• Digital Policy Managers - Engage and renew policies through online tools
• Senior & Medicare Segments - 65+ likely evaluating healthcare and life policy options
• Pet & Niche Insurance Intenders - Interest in less-common policies like pet, travel, identity theft

Key Features

• AI-generated scores for policy switching, product affinity, and bundle likelihood
• Multi-carrier loyalty models and cross-sell potential analysis
• 100+ integrated PII and behavioral sources, updated regularly
• Custom and prebuilt audiences by insurance type and intent level
• HEM and match-key support for seamless CRM enrichment and activation

Use Cases

• Target health and life policy switchers during annual enrollment windows
• Upsell to existing customers with auto+ homeowners combo potential
• Conquest campaigns targeting competitor brand switchers
• Deliver policy bundle offers to multi-vehicle or multi-property households
• Reach digitally savvy consumers for online enrollment or renewals
• Reactivate lapsed policies with behaviorally aligned win-back messaging

Next Steps

• Request listing access
• Data Axle team will contact you to finalize audience, data cut, and delivery method / frequency
• Need a Custom Audience? We deliver tailored segments within 5-10 business days

Business Needs

• 360-Degree Customer View
  • Unify insurance-related behavioral, financial, and demographic signals to build a complete picture of current policyholders, high-risk individuals, and underserved audiences. Enable intelligent personalization across the policy lifecycle.
• Customer Acquisition
  • Drive smarter acquisition across insurance verticals by targeting high-likelihood first-time buyers, price-sensitive switchers, and affluent customers seeking higher protection. Tailor messaging by product type, income level, and risk posture.
• Demand Forecasting
  • Predict shifts in consumer coverage behavior, such as life stage transitions, market-driven churn, or policy expansion intent. Inform campaign planning and carrier strategies based on region- and segment-level insights.
• Identity Resolution
  • Link fragmented insurance records across auto, health, life, and property using deterministic identifiers. Maintain persistent recognition across devices, CRMs, and marketing ecosystems.
• Market Segmentation
  • Segment by household structure, financial stability, insurance behavior, and lifestyle signals to identify white-space opportunities and optimize product-market fit.
• Audience Segmentation
  • Move beyond age and income to develop intent-based insurance personas such as "Bundle Seekers," "Carrier Loyalists," or "Digital Renewers"-scored using AI across multiple policy categories.
• Audience Activation
  • Activate precision insurance audiences across direct mail, email, social, and CTV to ensure high-quality outreach during key decision windows-such as renewal cycles, life events, or open enrollment.