The randomized trials behind the numbers.

Both studies were randomized controlled trials, the same method used to evaluate medicine. Customers were split at random: some received Allianz's existing, standard communication; others received the same messages rendered as personalized video. Everything else was held constant, so the difference in outcomes is attributable to the medium, not the offer.

They ran inside live journeys, not a lab and not a survey, so the numbers reflect real customer behaviour at scale.

Between May and August 2025, Allianz split 45,685 renewal customers at random: 90% received personalized video, while a 10% control group kept the standard email. Over the 100 days that follow a price increase, the window in which customers decide whether to leave, churn fell from 12.8% in the control group to 11.4% among those who received video: a 10.9% relative reduction in a single product flow.

The video didn't just restate the renewal. It reminded each customer what their cover meant for them, in a format easier to notice, follow and trust. Each cut was assembled from the policy itself: the customer's name, their car's brand and model, co-branded labels, policy specifics and no-claims recognition. 75% opened the email, and 41% of them clicked through. As Allianz's CX lead put it, it was the way the personalized GIF, video and call-to-action worked together that drove the result.

From August to December 2025, Allianz ran a second randomized trial across 1,268 newly onboarded BMW and Mini customers. Here the target was comprehension and sentiment rather than churn.

Net Promoter Score reached 36 among customers who recalled the video, against 13 for standard onboarding. 74% opened the email, 52% clicked through, and onboarding ratings rose across ease, clarity, speed and coverage of what customers were signing up for.

The trials don't stand alone. In 2025, Marketing Science published a randomized field experiment by Kapoor and Kumar: personalized video ads lifted engagement by six to nine percentage points over both generic video and personalized images. Different industry, same experimental design, same direction.

The renewal moment itself is where the stakes concentrate. J.D. Power's 2025 U.S. Home Insurance Study found that customers who fully understood a premium increase and were offered options scored 184 points higher on satisfaction (on a 1,000-point scale) than customers who got neither, and 33 points higher than customers whose premium never rose at all. Understanding the increase mattered more than avoiding one. That is the job the renewal video does, one customer at a time.

Because Lont controls rendering and playback, every outcome ties back to a specific template, rule and audience — which is what made a controlled measurement possible in the first place. Execution is deterministic: the same inputs and rules always produce the same video, with AI applied selectively, and nothing changes unless the team changes it. That's the same control that lets regulated insurers run it in production.