How MACIF's Precision Marketing Shift Deepened Member Trust

About the company

Macif is part of the everyday lives of millions of people across France. Members protect their homes and vehicles, manage their health and savings, and navigate key life moments, from moving house and starting a family to planning for retirement or handling unexpected events.

As a mutual insurer serving over 6 million members, Macif supports everyday needs through simple, accessible services that protect what matters most. As interactions become more digital and real-time, the company set out to make every engagement more relevant, timely, and connected.

The Challenge

Relevance at scale, without losing control

Macif is part of members’ everyday lives, protecting what matters, supporting major life moments, and staying present when needs change. As engagement became more digital and immediate, expectations rose too: members wanted communication that felt timely, relevant, and personal.

Before partnering with HCL Unica, Macif’s marketing operated at a craft stage where every campaign was built manually, one piece at a time, hindered by fragmented tools and manual processes. Marketers spent excessive time consolidating data in Excel files, which slowed time-to-market and made it challenging to measure campaign performance effectively or apply consistent contact pressure rules. The team had valuable member data, but turning it into real-time, cross-channel engagement wasn’t easy.

Managing compliance with complex regulations, like GDPR, often felt like an obstacle rather than an integrated part of their strategy, adding friction when teams needed speed and consistency. Macif needed to move away from chasing campaign volume and find a better way to deliver high-value, personalized experiences efficiently and at scale.

Inside MACIF's Precision Marketing Transformation with HCL Unica