Optimise x Allianz: Growth Unleashed -Affiliate Optimisation Drives Record ROI

The Challenge

Allianz operates two of the UK's most recognised pet insurance brands: LV= Pet and Petplan. Despite strong brand equity, both programmes faced challenges in achieving sustainable new business growth through affiliates due to fragmented management, inconsistent commercial models, and limited innovation. LV= Pet was managed by Optimise, while Petplan remained with a competing network, creating operational silos and uneven performance.

The Strategy

In 2024, Optimise transformed the LV= Pet programme, reversing a downward sales trend, improving efficiency, and rebuilding partner relationships without additional tenancy spend. This uplift gave Allianz the confidence to migrate Petplan to Optimise in October 2024. The strategy centred on consolidated programme management, intelligent optimisation, innovative commercial models, and an expanded regulated partner network.

Execution and Innovation

The affiliate channel became a key contributor within Allianz's marketing mix, accounting for 20% of monthly new business for LV= Pet and 4% for Petplan by October 2025.

Results

The created a blueprint for how affiliate marketing can become a high-performing, scalable acquisition channel within a regulated industry.

Judge's Verdict

"An outstanding benchmark for the affiliate channel within a complex, regulated environment."

"Comprehensive planning that led to robust revenue growth and improved channel efficiency, delivering results that consistently exceeded expectations."