2026 Silver Winner
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."
Thanks to our 2026 sponsors
Adtraction is a leading partner marketing platform that helps brands across Europe increase their sales at a predictable cost, while enabling partners to monetise their content and traffic. The company works with brands across multiple industries, ranging from e-commerce to financial services. With a user-friendly platform, Adtraction connects brands with a diverse range of marketing partners, from influencers and media houses to apps, tech platforms and comparison sites. The company was established in 2007 and is headquartered in Stockholm, Sweden, with offices in 12 countries across Europe.
Agenica builds AI marketing employees for brands and media agencies. Unlike generic LLMs, Agenica employees operates on live competitive activity—ads, creative and channel signals, plus a company’s internal KPIs and decision frameworks. It converts that into role-specific recommendations and ready to use briefs: what changed, why it matters, and what to do next.
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Blue Light Card is the UK’s number one discount service for emergency services, NHS, social care workers and armed forces.
With more than three million members across the UK, Blue Light Card works with over 16,500 partners including the likes of Spotify, Toby Carvery, Hotels.com, Cineworld, Sky, EE and Halfords, providing savings, discounts and benefits that often aren’t available to the general public. In 2022 alone, Blue Light Card holders saved over £250 million on everything from holidays and days out to groceries and utilities.
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There for those that are there for all of us.
Partnerize is the only partnership management solution powering growth for marketers seeking high-quality, scalable subsidies to primary channels through end-to-end software & comprehensive service. Partnerize joined forces with Pepperjam and Brandverity to establish the leading global solutions provider for affiliate marketing and partner automation including brand monitoring and compliance. Partnerize serves 1,800 enterprise and mid-market clients worldwide, driving more than $10B in transactions via their relationships with an ecosystem of 750,000+ partners, including 250,000+ influencers. Partnerize services clients across industries including retail/e-commerce, D2C, travel, finance, telecom, subscriptions and gaming.
The #1 CSS partner for peak performance.
Redbrain is a UK-based CSS partner dedicated to helping online retailers unlock incremental sales by getting their products in front of high-intent shoppers. Founded in 2016 and now recognised as Europe’s #1 Comparison Shopping Service (CSS) partner by volume, we combine advanced AI-driven technology with hands-on expertise to drive billions in additional sales on a CPA basis. We work as an extension of our partners teams, enhancing product visibility across Google Shopping, Microsoft Ads and leading price comparison sites. At Redbrain, we’re focused on transparent, measurable growth that complements existing marketing strategies and maximises ROAS.