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Case Study

How PetSure runs retention across every brand from one system

PetSure-logo

A multi-brand pet insurance business needed personalised retention and service emails at scale - without rebuilding from scratch for every brand partner. Lupo built one reusable architecture to do exactly that.

Marketing Pet Insurance CRM & Integration

Every brand

Medibank, AAMI, NZ brands and more from one reusable framework

2 HubSpot portals

Consistent infrastructure and processes across accounts

Built to scale

New brand journeys launched quickly from a proven framework

About the client

About PetSure

PetSure is one of Australia's largest pet insurance businesses, underwriting and servicing insurance across a diverse portfolio of consumer brands and partner programs. The Retention team manage customer, service and transactional communications at scale, while maintaining the distinct brand, messaging and compliance requirements of each partner.

Industry
Pet Insurance
Scope
Multi-brand retention, service and communications
HubSpot
Marketing Hub · Service Hub · Custom Objects
Brands
Medibank · AAMI · New Zealand brands and more

The challenge

Every brand needed to feel unique without rebuilding everything from scratch

Core problem

PetSure needed personalised retention and service communications across a growing portfolio of brand partners each with its own branding, messaging and compliance rules, spread across two HubSpot portals without a bespoke build every time.

Personalisation at scale

Retention and service comms had to stay personal across a growing partner portfolio, while two separate portals added complexity.

Complex personalisation

Emails had to dynamically adapt pet names, gender-based pronouns, brand identity and legal disclaimers.

Two portals to keep aligned

Activity spanned a legacy portal and a newer CE&D portal, making consistency harder.

Slow to launch new brands

Without a repeatable framework, each new partner risked becoming another bespoke build.

The solution

A scalable architecture for brand-specific customer communications

Lupo created a reusable HubSpot framework that lets PetSure build once, then efficiently launch personalised retention and service campaigns across multiple brand partners.

woman-showing-custom-object-datamodel-onscreen-in-meeting-room

Reusable custom-object architecture

Designed a custom object, "Pinscom Email", to support personalised, multi-variant campaigns across the brand portfolio.

Dynamic branding & compliance

Dynamic disclaimer modules and brand-assignment workflows apply the correct branding and legal content automatically.

Migration & multi-portal consistency

Migrated key retention campaigns (Debt NZ, Hardship Follow-Up, LiveVet) into the new portal, then replicated the framework into the legacy portal.

Scalable brand campaign delivery

Reused the framework to launch and adapt campaigns for Medibank, LIVEBETTER, IFREE, AAMI and petinsurance.com.au.

Solution Stack

Platform

  • HubSpot CRM
  • Marketing Hub Enterprise
  • Service Hub
  • Sales Hub Pro

Growth infrastructure

  • Custom object ("Pinscom Email")
  • Dynamic disclaimer modules
  • Brand-assignment workflows
  • Transactional & marketing email

Enablement

  • Two-portal migration
  • Framework standardisation
  • Custom properties & business units
  • Reusable campaign playbook
Custom Objects Marketing & Transactional Email Workflows Dynamic Disclaimer Modules Custom Properties Business Units Multi-portal

The results

A reusable retention engine, live across PetSure's brand portfolio

PetSure now has a scalable, brand-agnostic communication architecture for personalised retention, service and transactional emails, a consistent foundation that adapts quickly for different brand partners across HubSpot portals.

Every brand

One reusable architecture across the portfolio

~20

Automated service & transactional emails

~60,000

Customers in the retention audience

24-hour

Complaint-resolution window, supported by automation

Scalable by design

New brand partner campaigns reuse the same custom-object framework, reducing bespoke builds and making launches faster and more consistent.

Less manual preparation

Customer properties are fed directly into HubSpot by the BI team, reducing manual list prep and giving cleaner data to activate campaigns.

Before & after

What changed for the retention team

Before

After

Bespoke build for every new brand partner
One reusable architecture reused across brands
Manual personalisation of pets, pronouns & disclaimers
Dynamic branding & compliance applied automatically
Two portals drifting out of alignment
Consistent framework replicated across both portals
Heavy manual list preparation
Clean data fed straight from BI into HubSpot

The client's voice

In their words

Brilliant partnership and highly recommended

Although I have only worked with the Lupo team for a short while they have made my life so simple. Nothing is ever too much, they are always available regardless of the 9 hour time difference! Love the way they go the extra mile by making me vidyards of what they do for our brand so that I can learn in the process. Their passion for what they do and continuous support for our brand makes me proud to work with the team, especially Mike and Nimrod who are our account managers.

Le Roux, K. PetSure - 5-star review

Questions buyers ask

FAQ

Lupo built PetSure a reusable custom-object architecture with dynamic branding, disclaimer modules and automated brand assignment, so personalised retention and service comms launch efficiently across different brand partners.

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