Executive Summary

Pet Insurance Australia (PIA) has identified a significant opportunity to improve customer retention, increase customer lifetime value, and strengthen customer relationships through direct engagement.

Currently, customer communications are largely limited to operational and insurer-driven messaging, creating a gap between PIA and its policyholders. Competitors such as Bow Wow have demonstrated stronger retention by building direct customer relationships through regular content, educational resources, and loyalty initiatives.

To address this, Lupo Digital proposes a two-phase program:

HubSpot implementation across Marketing Hub Enterprise, Sales Hub Professional, and Service Hub Professional.
Development of a customer engagement ecosystem including newsletters, nurture programs, automated workflows, and retention-focused communications.

The outcome will be a fully integrated CRM and marketing platform capable of supporting customer retention, lead generation, customer service automation, and long-term revenue growth.

Increase policyholder retention by delivering ongoing value beyond insurance-related communications and creating stronger customer engagement throughout the customer lifecycle.

Leverage educational content, loyalty programs, partner offers and customer engagement initiatives to deepen customer relationships and increase overall customer value.

Reduce reliance on generic insurer communications by creating a branded PIA communication ecosystem that reinforces trust, authority and customer loyalty.

Eliminate manual administrative tasks while preserving the high-touch customer experience that has become a key differentiator for PIA.

Implement HubSpot as the central source of truth for customer data, marketing automation, service management and reporting.

Currently, customer communications are primarily focused on policy administration and insurer-driven messaging. This creates limited opportunities for PIA to build ongoing relationships with policyholders.

Competitors such as Bow Wow have successfully improved retention through direct customer engagement programs, newsletters and value-added content that keep customers connected to the brand.

PIA has identified retention performance as an area for improvement and recognises that competitors are achieving stronger customer loyalty through more consistent engagement and customer experience initiatives.

Without a dedicated engagement strategy, customers have fewer reasons to remain connected to the brand between policy interactions.

Several customer communication processes currently rely on manual administration and data cleansing.

A key example is the post-claim review process managed by Nadia, which requires:

Manual imports from SharePoint
Cross-referencing against extensive opt-out lists
Identification of deceased pets
Manual preparation of review outreach lists

This process is time-intensive, difficult to scale and introduces unnecessary operational risk.

Customer information, engagement data and service interactions are not currently consolidated into a single platform, making it difficult to:

Track customer engagement
Measure retention initiatives
Automate lifecycle communications
Create targeted audience segments
Report on customer behaviour and outcomes

While PIA has strong expertise and valuable educational content, there is currently limited infrastructure to ongoingly nurture customers.

This creates a missed opportunity to:

Educate prospective customers
Continuing to build trust

Phase 1: HubSpot Implementation & Onboarding

Objectives

Implement HubSpot as the central customer engagement platform and automate critical manual processes currently impacting team efficiency.

Included Deliverables

Discovery & Solution Design
HubSpot Configuration

Marketing Hub Professional

Account configuration
Domain authentication
Email sending setup
Subscription management
Preference centre configuration
Marketing contact management
Custom properties and data model

Sales Hub Enterprise

Sales Hub Enterprise licence required for custom Pet Object

Service Hub Professional

Ticket pipeline setup
Customer support workflows
Feedback collection framework
Customer service reporting

3. Data Migration & Cleansing

Customer database import (~50,000 records)
Property mapping
Deduplication strategy
Subscription status management
Historical engagement review

5. Reporting & Dashboards

Executive dashboards covering:

Retention metrics
Customer engagement
Newsletter performance
Claim feedback response rates
Lifecycle conversion reporting

Phase 2: Customer Engagement & Retention Program

Objective

Create a customer communication ecosystem that increases retention, improves customer loyalty, and drives higher lifetime value.

1. Review List Workflow Automation

Automate Nadia's post-claim review process by:

Importing SharePoint review lists
Automatically excluding:
- Unsubscribed contacts
- Deceased pets
- Ineligible records
Triggering review requests
Routing negative feedback for immediate escalation
Supporting 24-hour workflows

2. Newsletter Program

Monthly customer newsletter delivered to approximately 50,000 policyholders.

Content Pillars

Pet Health & Wellness

Veterinary advice
Preventative care
Nutrition
Behaviour

Seasonal Health Alerts

Tick season
Heatstroke prevention
Arthritis management
Allergy season

Leveraging PIA claims data to create unique and authoritative content.

Customer Community

Pet of the Month
Customer stories
#PIAFairyFamilyMember features

PIA Updates

TeleVet updates
Pet Perks promotions
Claims insights
Product announcements

3. Loyalty & Partnership Promotions

Development of partner-driven customer offers including:

Pet Food Australia promotions
Pet Direct opportunities
Kong partnership opportunities
Pets Training & Boarding promotions

Goal:
Provide customers with ongoing value beyond their insurance policy.

4. Automated Lead Nurture Programs

Puppy Guide Series

Weekly educational email series covering:

Bringing puppy home
Vaccinations
Nutrition
Training
Insurance education

Kitten Guide Series

Educational nurture sequence for new cat owners.

Senior Pet Series

Monthly content focused on:

Ageing pets
Mobility
Chronic conditions
Preventative care

Deliverables

Strategy

Customer engagement strategy
Retention framework
Lifecycle communication plan

HubSpot

Full platform implementation
Automation workflows
Customer segmentation
Reporting dashboards

Content

Review List Automation

Newsletter Program

Newsletter template design
3-month editorial calendar
Content planning framework

Loyalty & Partnership Promotions

Nurture Programs

Puppy Guide workflow
Kitten Guide workflow
Senior Pet workflow

Expected Outcomes

Operational

Eliminate manual review list processing
Improve data quality and compliance
Centralise customer communications

Customer Experience

Stronger brand connection
Increased customer engagement
Faster issue resolution

Commercial

Improved retention rates
Increased customer lifetime value
Higher lead-to-policy conversion rates
New revenue opportunities through partner promotions

Phase 1: HubSpot Implementation & Onboarding

Objectives

Implement HubSpot as the central customer engagement platform and automate critical manual processes currently impacting team efficiency.

Included Deliverables

Discovery & Solution Design
HubSpot Configuration

Marketing Hub Professional

Account configuration
Domain authentication
Email sending setup
Subscription management
Preference centre configuration
Marketing contact management
Custom properties and data model

Sales Hub Enterprise

Sales Hub Enterprise licence required for custom Pet Object

Service Hub Professional

Ticket pipeline setup
Customer support workflows
Feedback collection framework
Customer service reporting

3. Data Migration & Cleansing

Customer database import (~50,000 records)
Property mapping
Deduplication strategy
Subscription status management
Historical engagement review

5. Reporting & Dashboards

Executive dashboards covering:

Retention metrics
Customer engagement
Newsletter performance
Claim feedback response rates
Lifecycle conversion reporting

Phase 2: Customer Engagement & Retention Program

Objective

Create a customer communication ecosystem that increases retention, improves customer loyalty, and drives higher lifetime value.

1. Review List Workflow Automation

Automate Nadia's post-claim review process by:

Importing SharePoint review lists
Automatically excluding:
- Unsubscribed contacts
- Deceased pets
- Ineligible records
Triggering review requests
Routing negative feedback for immediate escalation
Supporting 24-hour workflows

2. Newsletter Program

Monthly customer newsletter delivered to approximately 50,000 policyholders.

Content Pillars

Pet Health & Wellness

Veterinary advice
Preventative care
Nutrition
Behaviour

Seasonal Health Alerts

Tick season
Heatstroke prevention
Arthritis management
Allergy season

Leveraging PIA claims data to create unique and authoritative content.

Customer Community

Pet of the Month
Customer stories
#PIAFairyFamilyMember features

PIA Updates

TeleVet updates
Pet Perks promotions
Claims insights
Product announcements

3. Loyalty & Partnership Promotions

Development of partner-driven customer offers including:

Pet Food Australia promotions
Pet Direct opportunities
Kong partnership opportunities
Pets Training & Boarding promotions

Goal:
Provide customers with ongoing value beyond their insurance policy.

4. Automated Lead Nurture Programs

Puppy Guide Series

Weekly educational email series covering:

Bringing puppy home
Vaccinations
Nutrition
Training
Insurance education

Kitten Guide Series

Educational nurture sequence for new cat owners.

Senior Pet Series

Monthly content focused on:

Ageing pets
Mobility
Chronic conditions
Preventative care

Deliverables

Strategy

Customer engagement strategy
Retention framework
Lifecycle communication plan

HubSpot

Full platform implementation
Automation workflows
Customer segmentation
Reporting dashboards

Content

Review List Automation

Newsletter Program

Newsletter template design
3-month editorial calendar
Content planning framework

Loyalty & Partnership Promotions

Nurture Programs

Puppy Guide workflow
Kitten Guide workflow
Senior Pet workflow

Expected Outcomes

Operational

Eliminate manual review list processing
Improve data quality and compliance
Centralise customer communications

Customer Experience

Stronger brand connection
Increased customer engagement
Faster issue resolution

Commercial

Improved retention rates
Increased customer lifetime value
Higher lead-to-policy conversion rates
New revenue opportunities through partner promotions

HubSpot Licence Changes & Partner Alignment

As part of your engagement with Lupo Digital, it’s important that any changes to your HubSpot environment are aligned with your agreed scope of work, system setup, and growth objectives.

This includes any licence changes, upgrades, add-ons, credits, AI features, tools, or functionality, whether initiated by you or suggested by HubSpot at any stage.

To avoid unintended changes, misalignment or scope creep or cost impacts, additional to this proposal, the process is simple:

Lupo should be notified first of any proposed HubSpot changes.
Lupo will review the request with you to confirm it aligns with your needs, scope, and existing configuration.
Once agreed, we will proceed collaboratively and, where required, formally notify HubSpot together via a Partner of Influence (POI) link provided to you by Lupo for review and submit (a 2 second 2 click process) after which HubSpot gets notified to accept the change..

This approach helps protect the integrity of your HubSpot setup, prevents unexpected impacts to workflows or data, and ensures all platform changes support the outcomes we are working towards together, including in accordance with HubSpot best practices.

This process will be reiterated during onboarding, reinforced in project implementation (with all teams involved) where applicable or relevant or following any notification from you, regards HubSpot license changes.

Process and Project Management

A complete, in-house and on-tap team of deeply knowledgable and experienced HubSpot, related platforms and technology experts, on-demand and at a fraction of the cost of hiring, maintaining and managing these resource, by yourself.

Working with Lupo means having a structured, transparent, and reliable framework guiding your project from start to finish.

You will always know:

What is being worked on and why.
When to expect deliverables.
How to communicate with your team at Lupo.
How progress is being tracked.

We use industry-standard tools such as ClickUp to ensure every task, milestone, and deliverable is clearly documented and visible.

Implementation Plan, Milestones and Dates

Key Milestones:

Intro and Kick off Meetings
Completion of Onboarding Questionnaire
Straegy and consultation meetings
Phases commencement immediately..

A Note About Client Tasks

To keep your project running smoothly, some tasks will be assigned to your team or nominated champion(s). These tasks usually relate to reviews, approvals, sign-offs, content provision, or other routine actions needed to progress the work.

Turnaround Time & Buffering

Client-assigned tasks include a 3-day turnaround window from the date a task is provided to you. To help keep the overall schedule stable, we also include a 2-day buffer when planning timelines. This creates a total of 5 days allocated for each client-side task.

Why This Matters

If all 5 days are used, your project timeline may shift. While we always aim to keep delivery on track, extended delays on client tasks can impact subsequent milestones and overall project timing.

If a client task exceeds the 5‑day grace period, your project may need to move into the next available delivery window. When this occurs, we will replan and communicate the updated timing with you.

By accepting this proposal, you acknowledge this approach and agree that delays on client‑side tasks beyond the 5‑day grace period release Lupo Digital from responsibility for timeline impacts beyond our control. You’ll receive a detailed timeline outlining key phases, milestones, and expected completion dates. Each stage includes checkpoints to ensure alignment and quality.

Ownership, Role and Effort

Client-side Check in before final proposal.

Successful delivery requires collaboration. We outline:

What Lupo is responsible for.
What your team is responsible for. Please take your time to review the granularity provided in this proposal and feedback any changes due or questions you may have. Based on the gantt chart, quote sheet and all 'Client' tasks provided:
- Do you require any further explanation around time planned in this proposal or effort due by your team, in order to commit to our plan, based on the proposal and included key details?
- Do we need to be aware of or make any changes since our initial discovery, not currently present, or that you have not already made us aware of?
- Do we need to accomodate anything else unplanned in this proposal as yet?
  - User roles and effort required from the client side:
    - Would you like us to further quantify or explain the effort your team need to commit to in this proposal?
    - Would you like us to prepare a formal RACI model to show who is responsible, accountable, consulted and informed, on both sides ?

Key actions required to keep the project moving smoothly.

Risk Mitigation

Lupo Digital will apply structured risk management practices to proactively identify, manage, and minimise risks throughout delivery.

Confirm system access and credentials during project initiation; assign PIA point of contact
Allocate buffer time for PIA and conduct guided training; record all sessions for future onboarding
Implement a formal change control process (see next section) with documented approvals
Review and sign off all data flows with compliance lead; apply HubSpot’s built-in privacy and permission controls

Change Control and Process

Change management is essential for maintaining scope alignment, quality, and timeline integrity.
Lupo Digital will use a structured, traceable process to manage changes throughout the project.

Change Request Procedure

Initiation: Any change to scope, requirements, or deliverables must be raised in writing via a Change Request Form (CRF).
Assessment: Lupo Digital reviews the request to assess:
- Impact on scope, schedule, and cost
- Technical feasibility
- Dependencies or risks introduced
Recommendation: A formal impact summary is presented to PIA for decision.
Approval: No change proceeds without written approval from both parties.
Implementation: Once approved, the change is integrated into the project plan, and status updates are reflected in the weekly governance meeting.

Version Control and Documentation

All changes are logged in a shared change register.
Updated process maps, configurations, and integration logic will be version-controlled and stored in PIA shared project workspace.

Communication Flow

Minor changes (no time/cost impact) may be approved by the Project Manager.
Major changes require sign-off from the PIA Project Sponsor and Lupo Digital Account Director.

Out-of-Scope Work and Risk Disclosure

Any work outside the agreed scope will be flagged immediately.
Before proceeding, real-time client approval will be sought, including a clear outline of the time, cost, and delivery impact.
If timely agreement cannot be reached, project delivery may be paused to prevent unapproved costs or scope creep.

Escalations and Governance

To ensure accountability, transparency, and proactive issue resolution, the following governance model will apply.

Role	Organisation	Responsibilities
Project Sponsor	PIA	Executive oversight, final approval of scope and deliverables.
Project Lead / CRM Champion	PIA	Day-to-day decision-making, requirements validation, internal communications.
Technical Lead	Lupo Digital	Integration architecture, data mapping, API configuration, and testing.
Project Manager	Lupo Digital	Schedule, resources, communication, reporting, and change control.
Account Manger	Lupo Digital	Escalation point, strategic alignment, and stakeholder liaison.

Achieving success goes beyond completing project tasks, it’s about ensuring your team can confidently use the systems we implement, and that the work we deliver translates into lasting capability, performance improvements, and measurable business results.

Deeper HubSpot (Long‑Term) Adoption & Usage

Our goal is to ensure your teams use HubSpot consistently, correctly, and with confidence. Long‑term adoption includes:

Helping your users understand when and how to validate key processes.
Re‑training sessions where needed, including onboarding for new hires.
Ensuring Account Management meetings are attended and productive, these sessions provide crucial feedback loops that help us optimise your HubSpot ecosystem and scale alongside your growth plans.

Post Go‑Live or Phase Completion Review

After each milestone or phase, we’ll run a structured debrief to review outcomes, address questions, and confirm next steps. You’ll receive clear reports summarising progress, gaps, and opportunities for improvement.

Success Metrics

Success is measured using shared dashboards and reports aligned to the goals in this proposal.

Your Account Manager will review these insights with you regularly, ensuring transparency, alignment, and continued momentum.

Great experience with Lupo Digital

Nimrod and Glenn were organised, informative and adapted to my questions, I enjoyed the outboarding experi- ence and feel confident that I will use the system correctly and will be supported in the future if I reach out.

White, H.

Excellent experience

Michael, Nimrod & Maai we're all a pleasure to deal with. Fantastic communication, well organised and flexible through the HubSpot onboarding process. I look forward to working with Lupo more in the future.

Docker, R.

Thanks for the detailed training

Thank you very much for your time Glenn! We appreciate the effort you put in to help us understand the value in the HubSpot platform. I am grateful we have you to call on if we need it.

Van Ravenzwaaij, A.

Great Partner

We have been working with Michael from Lupo Digital to get our team trained in HubSpot and implement email automation. Michael is very responsive and has worked hard to understand our business. He is a pleasure to work with.

Rhebergen, C.

Onboarding and Training

Nimrod was excellent and detailed in onboarding with HubSpot. I am now well knowledged to run our CRM sys- tem to the way we feel it needs to be. Thankyou

Duthy, P.

Very Knowledgeable

Glenn was great to work with, always had great answers to our many questions and great technical knowledge and practical advise.

Cripps, A.

Bibo Build CRM set up

Overall, they were friendly, knowledgeable, and easy to talk to. I would happily recommend them.

Watson, L.

Lupo is an extension of our business

Over the past 18 months, Lupo have significantly assisted with our digital journey surrounding CRM & marketing, as well as streamlining & motivating the sales function. They are proactive and results driven.

Narunsky, A.

Made the process very smooth!

It was great to have Lupo support us in using HubSpot for the first time. Michael took the time to run through branding implementation, email marketing, campaigns, workflows and more. The process was very smooth and very detailed. Thankyou!

Morrissey, S.

1. Fixed-Fee Engagement Model

This model delivers a clearly defined scope of work for an agreed fixed fee.
It provides budget certainty and is ideal when project requirements are well-established and unlikely to change.

2. Time-Used Prepaid Buckets Engagement Model

In this model, invoicing reflects the actual time used during delivery.
A prepaid “bucket” of hours or resources is purchased upfront and drawn down as work is completed.
- Buckets start from $5,000 + GST.
- Unused time or points expire after 6 months of inactivity.
- Buckets can scale with your activity level to offer greater flexibility, velocity, and continuity while maintaining cost oversight.
If the total time used costs less than the quoted proposal, you’ll only be charged for the actual time used.
Should out-of-scope work arise, you’ll be notified immediately. Delivery proceeds only upon your approval of the revised scope, cost, or offset from remaining bucket time.

This model carries a higher delivery risk and potential budget variation.
Time-Used Engagement Model Billing Clause

For this model, billing is based on actual time used.
- You’ll only be charged for the portion of work completed, even if it’s less than the quoted proposal value.
- Lupo Digital’s time-tracking and task management system (ClickUp) transparently logs and reports all billable hours.

3. Retainer Model

Designed for ongoing, continuous engagements, such as AI or digital marketing retainers, HubSpot implementations, SEO/PPC, referral programs and strategic consulting.
This model ensures ongoing support, optimisation, and consistent momentum.

Regardless of the chosen model, any out-of-scope work will always be raised in real time.
This allows decisions to be made transparently by the responsible owners before proceeding.

Lupo Digital encourages clients to select the engagement model that best fits their project predictability, risk tolerance, and budget flexibility.

Notes to Invoice Terms and Conditions Applicable to all Models

Payment Terms

All invoices are payable within 7 calendar days of the issue date, in line with Lupo Digital’s Terms of Service.

Project Commencement and Invoicing Structure

Invoicing and balance payments vary by engagement model:
- Fixed-Fee and Time-Used Prepaid Buckets over $5,000 + GST
  The remaining balance is invoiced upon project completion, in accordance with the Invoice Payment Terms outlined in the Quotation Summary section above.
- Time-Used Prepaid Buckets under $5,000 + GST
  Invoicing follows the Invoice Payment Terms and Schedule of Payments outlined in the proposal template section
- Retainer Model
  Monthly invoices are issued in advance, payable upon invoice.
  Fees may vary monthly depending on scope and are subject to the Invoice Payment Terms and Schedule of Payments outlined in this proposal document, above.

Out-of-Scope Work and Risk Disclosure

Any work outside the agreed scope will be flagged immediately.
Before proceeding, real-time client approval will be sought, including a clear outline of the time, cost, and delivery impact.
If timely agreement cannot be reached, project delivery may be paused to prevent unapproved costs or scope creep.

About Lupo

Lupo Digital is a human-led, AI-first HubSpot consultancy and strategic growth partner specialising in digital transformation, marketing, sales enablement, and customer experience. As a HubSpot on boarding an integration accredited HubSpot Solutions Partner, we combine deep expertise across HubSpot, strategy, technology, and execution to build your systems driving measurable, long-term growth.

We work as an extension of your business, focused on delivering outcomes that create sustained long-term value.

Digital Strategy & Consulting Services

The right Plan to get results and achieve your goals.

Marketing
Campaigns

Multi-channel, full-funnel campaigns setup and tracked the right way, to deliver excellent ROI.

Paid Media
and Ads

Results across paid ads, search and social lead generation, retargeting and re-marketing.

SEO

Search Engine optimisation

Optimise your website and improve traffic, ranking, sales and leads quality and quantity.

Sales & CRM
Optimisation

A Sales Operating System to maximise sales performance through customised CRM, Sales Playbook and an aligned Sales Team.

Customer Service
and Success

Improved service and nurture of customers to retain business and increase referrals.

HubSpot
and Services

HubSpot Solutions Partners to set up and configure the HubSpot platform, plus integration, websites, and Certified HubSpot customised training and coaching.

Websites

Websites built on HubSpot’s CMS, with built-in optimisation and SEO tools.

Creative Services

Customised, cost-effective and professional creative graphic design and video post-production solution, at your service.

API + Integrations

Integrate your Tech-Stack, HubSpot and platforms to re-define your digital ecosystem for growth

Proposal for Pet insurance Australia

Executive Summary

Goals & Objectives

Current Challenges

Our Proposal

Solution

Scope and Statement of Work(SoW)

Phase 1: HubSpot Implementation & Onboarding

Objectives

Included Deliverables

Discovery & Solution Design

HubSpot Configuration

Marketing Hub Professional

Sales Hub Enterprise

Service Hub Professional

3. Data Migration & Cleansing

5. Reporting & Dashboards

Phase 2: Customer Engagement & Retention Program

Objective

1. Review List Workflow Automation

2. Newsletter Program

Content Pillars

Pet Health & Wellness

Seasonal Health Alerts

Customer Community

PIA Updates

3. Loyalty & Partnership Promotions

4. Automated Lead Nurture Programs

Puppy Guide Series

Kitten Guide Series

Senior Pet Series

Deliverables

Strategy

HubSpot

Content

Review List Automation

Newsletter Program

Loyalty & Partnership Promotions

Nurture Programs

Expected Outcomes

Operational

Customer Experience

Commercial

Phase 1: HubSpot Implementation & Onboarding

Objectives

Included Deliverables

Discovery & Solution Design

HubSpot Configuration

Marketing Hub Professional

Sales Hub Enterprise

Service Hub Professional

3. Data Migration & Cleansing

5. Reporting & Dashboards

Phase 2: Customer Engagement & Retention Program

Objective

1. Review List Workflow Automation

2. Newsletter Program

Content Pillars

Pet Health & Wellness

Seasonal Health Alerts

Customer Community

PIA Updates

3. Loyalty & Partnership Promotions

4. Automated Lead Nurture Programs

Puppy Guide Series

Kitten Guide Series

Senior Pet Series

Deliverables

Strategy

HubSpot

Content

Review List Automation

Newsletter Program

Loyalty & Partnership Promotions

Nurture Programs

Expected Outcomes

Operational

Customer Experience

Commercial

Licenses and Pricing

Marketing
Campaigns

Paid Media
and Ads

Sales & CRM
Optimisation

Customer Service
and Success

HubSpot
and Services