Navigating the future of the financial services industry: How Legal & General builds trust with Braze

Every day, millions of individuals and families make financial decisions about their future. Buying a first home. Consolidating a lifetime of pensions. Planning for retirement. For Legal & General (L&G), understanding customer needs and delivering experiences that help customers navigate complex decisions requires precise, data-driven intelligence. To help their customers invest for the long term and plan decades ahead, every day-to-day experience L&G helps educate and guide customers through their financial journeys, governed by customer consent, preferences, and regulatory requirements.

Supporting customers through some of the most important decisions they need to make for their financial futures requires a significant amount of trust in L&G. To meet customer expectations, they need to harness millions of data points in a way that delivers tailored, meaningful experiences while maintaining privacy. However, the company’s extensive history—dating back to 1836—came with a modern cost: A sprawling landscape of legacy infrastructure. To support their next era of growth, L&G set out to unite historically siloed technologies, teams, and CRM platforms, to fully unlock their wealth of customer data. Their teams could no longer afford to be reliant on manual workflows and batch processing that introduced latency where there needed to be speed.

L&G recognized that to meet their customers’ needs with smarter services and streamlined experiences, they needed to fundamentally modernize their stack. And the goal was clear: Replace static, siloed data with a unified, real-time engine capable of meeting customers at the moments that matter the most with personalized experiences at scale. That’s what they accomplished by making the move to Braze and Tealium.

About the business: Meet L&G

L&G is a global UK-based financial services group, listed on the FTSE100. It serves commercial and personal finance clients, offering services from large-scale asset and investment management to personal pensions and insurance.

L&G’s services support its customers throughout their lives—from saving for major moments like homebuying, life/protection, investments, pensions, and retirement. This creates a diverse customer base with the potential for long-term loyalty.

However, this breadth also makes customer engagement a challenge—from the wide range of products and evolving customer needs, to regulatory requirements. This makes it essential for L&G to deliver accurate, helpful, and engaging communication that builds and maintains customer trust.

The opportunity: Taking customer engagement to the next level

For L&G, the goal was to elevate their customer engagement strategy and campaigns to better meet customer needs. To achieve this, they embraced a new, unified platform with a future-fit approach. Their objectives included:

• Laying the foundation for a more connected, customer-centric future
• Moving towards more proactive engagement
• Enhancing campaign execution and operational efficiency
• Ensuring data protection and security

This transformation reflects L&G's commitment to delivering personalized, intuitive, and genuinely helpful experiences for their customers, driven by a culture of innovation and collaboration. Enter Tealium and Braze, which allowed L&G to create secure, personalized customer communication at scale.

Tealium CDP: A strong data foundation

L&G knows great customer experiences start with data, which is why their transformation starts with Braze partner Tealium.

Tealium is a customer data platform that unifies insights from multiple sources in real-time. This gives businesses a live, holistic view of each customer—from their data consents and content interests, to their interactions with the brand.

“It’s not just about sending the right message at the right time, to deliver truly great experiences, you need what’s under the bonnet. That means data quality, governance, identity resolution, and real-time processing.”

Gareth Jones

Head of Engagement Marketing Technology, L&G

Basing their new customer engagement strategy on Tealium’s foundations enables L&G to:

• Capture and connect meaningful data points in real-time
• Govern and secure data within a scalable enterprise architecture
• Power Braze, the activation element of their engagement strategy

Braze: From data to insights and action

With their data foundations in place, L&G implemented Braze to turn that data into engaging, personalized customer interactions. Braze provides a single platform for intuitive segmentation, journey orchestration, and experimentation. This empowers CRM teams to deliver advanced engagement across every channel, customer, and lifecycle stage. Here’s how it works.

1. Data ingestion and activation

Braze ingests data from Tealium to create single customer profiles that provide L&G with a holistic insight into every individual customer—from their activities and interactions, to communication preferences. This lays the foundation for relevant, responsible, and preference-respecting communication that builds value and trust.

• Real Time Processing—Data continuously streams to the profile for a live understanding of customers

2. Segmentation and classification

L&G uses insights from Braze to build flexible audience segments that update in real-time, based on actions customers take on their app, website, and other touchpoints. This lets L&G segment customers dynamically based on current engagement levels, lifecycle stage, preferences, and more.

• Dynamic Audience Segmentation—Flexible filters enable you to build granular audiences
• Action-based real-time triggers—Relevant, responsive campaigns for moments that matter

3. Journey orchestration

Braze Canvas, our customer journey builder, equips L&G to create entire journeys that map out multi-step, cross-channel experiences. These route customers down relevant paths based on their individual attributes, real-time behaviors, and predicted next-best action.

• Accessible creation tools—An intuitive drag and drop journey and campaign builder that makes creating experiences quick and easy, with minimal technical expertise
• Personalisation at scale—Optimization features that take the individual into account to create the best experience for them
• Single system—From onboarding flows and lifecycle campaigns, to win-back strategies, L&G can manage all journeys from one central point
• Performance tracking—Monitor engagement at every step of the journey—opens, clicks, conversions—and feed that back into customer data profiles

4. Personalization

Real-time event triggers let L&G personalize and optimize millions of individual customer experiences, reassuring users that L&G is committed to their personal financial needs.

5. Cross-channel action

L&G uses email, sms, mobile push, Content Cards, and messaging apps to communicate with customers, aiming to deliver the right message on the right channel at the right time. Braze enables L&G to create relevant, powerful cross-channel campaigns that make customer engagement effortless, while also keeping things simple behind the scenes.

• Expanded reach—Native support of the channels that matter with a best-in-class feature set
• Cohesive connections—All channels working together, taking signals from one another to execute cross-functionally
• Optimized channel mix—Driving greater ROI with the right channels and reducing costs by eliminating redundancy

6. Experimentation and optimization

Braze provides L&G with intuitive tools for data-driven experimentation, so they can test creative, channel, timing, cadence, and more. Plus, with BrazeAI™, experimentation is even faster and more personalized.

The wins: New capabilities, channels, and value unlocked

With Braze x Tealium, L&G created a step-change in their capabilities. They achieved their goal of delivering more personalized communication at scale, through a future-fit platform, and saw immediate improvements in engagement and business outcomes. But they also transformed workflows and systems behind the scenes, creating a secure and efficient engagement ‘engine’ to power sophisticated strategies while reducing overhead.

Win #1: Creating a best-in-class model for customer engagement

With Tealium and Braze working seamlessly together, so does L&G’s customer engagement. By combining the best of data and engagement functionality, L&G has a best-in-class model on which to build long-lasting, trust-based relationships.

• Open, best-in-breed architecture that is secure, authenticated, and scalable
• Clean, trusted, real-time data that flows seamlessly between systems
• Centralized customer profiles that connect to the same real-time data core
• An engagement engine that responds in the moment to live customer needs
• No more siloed systems, manual workflows, or personalization problems

Win #2: Introducing an impactful new channel

As the number one pension app in the UK in terms of customer app store ratings, reviews, and external benchmark studies, L&G wanted to personalize customers’ app experiences to surface more relevant content and become a trusted source of financial guidance to users. Through Braze, L&G was able to launch personalized content in user accounts via Braze Content Cards™.

Delivering dynamic content based on lifestage, this feature is designed to help improve financial wellbeing of customers through tailored educational content delivered in a variety of formats, based on segment, demographic, product holding, interaction behavior and more.

Additionally, they’ve also seen personalization help increase actions and engagement. They improved support for their My Future Now system, which provided members to the ability to consolidate multiple pensions into a single L&G pension scheme.

A single, prioritized message to key groups (who were eligible and likely to want to consolidate) increased the users of that journey by 17% vs non-targeted messaging.

Win #3: Email design standardized and accelerated

L&G was able to accelerate email creation and eliminate mismatched approaches with the platform’s intuitive email design system.

• The drag-and-drop editor meant no coding required to create dynamic, personalized messages—including advanced Liquid logic to tailor content to different audiences.
• Templates ensure all messages follow L&G’s brand guidelines and meet accessibility standards
• Enhanced email performance means more reliable rendering and stronger deliverability

L&G were able to build and launch emails faster across multiple work streams—reducing bottlenecks, boosting agility. They saw a 30% increase in engagement vs previous email capabilities; a 220% overall increase in meaningful actions resulting from email activity; a 125% increase in digital registrations; 85% increase in app downloads; and 585% increase in updating of key personal details such as nominating a beneficiary.

Win #4: Enabling real-time engagement and enriching profiles

Combining Tealium and Braze has allowed L&G to “close the loop” on customer data, creating a virtuous circle of engagement, analysis, and actionable insights.

Tealium allows L&G to take full advantage of Braze by ingesting and unifying data insights from different customer touchpoints. And Braze allows L&G to take full advantage of Tealium by turning data insights into actionable strategies.

Data flows between the two systems in a virtuous cycle of campaign activation, customer engagement, and profile refinement, uplifting data quality in Tealium and content relevance in Braze.

The future: further migrations and scaling Braze

The sky’s the limit for L&G and Braze, and the team is keen to continue expanding their messaging capabilities. L&G plans to:

• Add new channels—including WhatsApp, RCS, and web messaging—without adding complexity or operational overhead
• Use Braze AI™ to automate intelligent experimentation, allowing for faster optimization and improved customer outcomes

“Looking ahead, we will continue to migrate campaigns and communications from our legacy CRM platforms, increasing data accessibility and fidelity in Braze, so we can create ever more meaningful and impactful customer experiences.”

Josh Williams

Senior Marketing Technology Engineer, L&G

*Results measured across targeted activity between controlled periods and communications, compared against prior non‑personalised or control cohorts.

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