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Revitalising Equity Release: Aviva’s Success with Modern Search
Zenith Media
Client: Aviva
In a landscape marked by economic uncertainty, Aviva and Zenith recognised the need to leverage the full potential of media strategies to reverse this trend. Their goal: to deliver better results for their business and offer reassurance to customers navigating uncertain times in the world of equity release. Zenith had recently co-developed with Google the perfect tool to drive this change - the Modern Search Maturity Framework (MSMF). After a comprehensive audit using the MSMF, Zenith and Aviva identified Smart Bidding as a key area of focus for the equity release product. This strategic shift delivered a striking 36% surge in qualified calls, accompanied by a substantial 48% reduction in cost per call.