Proof · Allianz
The randomized trials behind the numbers.
We don't ask you to take “personalized video works” on faith. Allianz ran two randomized controlled trials against their own standard communication, in live renewal and onboarding, and measured the difference.
Proven impact
What the trials measured.
Personalized video, generated from policy data and delivered at the moments of truth, beat standard communication on the metrics that decide the business, across two separate experiments.
Two real experiments, not a testimonial.
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.
The renewal trial: 45,685 customers.
Between May and August 2025, Allianz split 45,685 renewal customers at random between standard email and personalized video. 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. 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.
The onboarding trial: BMW and Mini customers.
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.
Measured, governed, repeatable.
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 and auditable: the same inputs and rules always produce the same video, with AI applied selectively. That's the same governance that lets regulated insurers run it in production.
“By deploying AI-powered personalized video at the key Moments of Truth in our customer journey, our open rates, click-throughs and — most importantly — customer loyalty rose significantly.”
FAQ
Questions about the trials.
How big were the trials?
Two randomized controlled trials at Allianz. The renewal trial covered 45,685 customers (May to August 2025); the onboarding trial covered 1,268 BMW and Mini customers (August to December 2025). Each split customers at random between standard communication and personalized video.
What were the headline results?
In renewals, personalized video cut churn from 12.8% to 11.4%, a 10.9% relative reduction. In onboarding, Net Promoter Score reached 36 among customers who recalled the video, against 13 for standard onboarding, with 52% click-to-open.
Why is a randomized controlled trial credible?
Because it isolates cause: customers were randomly split and everything except the medium was held constant, so the difference in churn, NPS and engagement is attributable to the personalized video itself, not to a better offer or a different audience.
Is the same approach compliant for regulated insurers?
Yes. Execution is deterministic and auditable — the same inputs and rules always produce the same video — with AI applied selectively and optional human review, which is what lets regulated insurers run it in production.
Get started
Want results like these on your journeys?
Tell us the journey you want to move — renewals, onboarding, claims — and we'll show you the personalized-video version, with the numbers behind it.
- −10.9% churn
- 13 → 36 NPS
- 41–52% click-to-open
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