UNIQA serves 1:1, personalized experiences to millions of customers

The Business Issue

UNIQA is one of the primary insurance providers in Austria and Central and Eastern Europe. With 18 million customers across 14 countries, UNIQA needed to modernize a highly fragmented technology landscape to increase market agility and enhance customer engagement. The company relied on 42 legacy applications that were expensive to maintain, difficult to scale, and disconnected across sales, customer service, and marketing functions. This fragmentation created inconsistent customer experiences and siloed data, making it difficult to gain a 360-degree view of customers or synchronize communications across channels.

From a business perspective, UNIQA knew they needed greater speed to market, faster response to market demand to maintain compliance to regulatory requirements, and closer partnership between business and IT teams.

UNIQA also faced the challenge of orchestrating customer interactions across an expanding set of channels while proving clear business value and user adoption. To achieve its vision of delivering one-to-one, personalized experiences at scale, the company needed to transform their legacy systems with a unified platform capable of combining customer data, real-time decisioning, and cloud-ready, AI-driven recommendations across the enterprise.

The Solution

To transform customer engagement at scale, UNIQA built an enterprise-wide engagement backbone on Pega, bringing together Pega Sales Automation™, Pega Customer Service™, and Pega Customer Decision Hub™ on a single platform. The initiative was part of a broader strategy to replace dozens of fragmented legacy applications, create a unified customer experience, and give the business greater agility and speed to market.

At the heart of the solution is Pega Customer Decision Hub, acting as the centralized decisioning brain for customer interactions. Rather than relying on disconnected applications, Pega Customer Decision Hub brought together customer signals, business rules, and real-time context to determine the next best action for every interaction across all their channels consistently, from digital to customer service.

UNIQA integrated Customer Decision Hub into its advisor-facing CRM (U.CRM EVT), creating a 360-degree customer view that brings together policies, claims, interaction history, and prioritized recommendations in one workspace. Advisors receive the top three next best actions based on customer context, helping them identify the most relevant actions for the customer in that moment.

Change management and collaboration is also recognized as a core success factor. Claudia Thewanger, Head of Sales Technology at UNIQA Austria stated, “Progressive rollout is always better than a big bang.” So they established the UNIQA Community of Practice (UCP) to ensure alignment between the end users and how the projects are implemented. UNIQA adopted an advisor-first approach to get feedback and validation from sales advisors with pilot stages and trial and error. They also had a dedicated Center of Excellence (CoE) team, who was crucial in balancing technical strategy and business objectives, speed of delivery, and governance.

This combination of technology, governance, and change management enabled UNIQA to progressively roll out new capabilities, standardize processes, and continuously improve customer engagement. The result is a scalable omni-channel decisioning platform that helps UNIQA deliver the best action to the right customer through the right channel, while driving measurable business value.

The Results

By unifying customer engagement on Pega Customer Decision Hub™, UNIQA transformed how their sales advisors identify and act on customer opportunities. The company deployed 60 next best actions across its sales organization, embedding AI-driven recommendations directly into advisor workflows. Adoption has been strong, with nearly 80% of advisors interacting with next best actions and a core group of power users leveraging them almost daily.

The quality of next best action is reflected in an 88% acceptance rate, demonstrating that the actions are relevant for the customer. Beyond improving advisor productivity, the initiative delivered measurable business impact: 4.7% (€1.12M) of new and additional retail premium is now generated through next best action interactions. These results validate UNIQA's advisor-first approach and created a foundation for expanding personalized engagement, enabling them to scale one-to-one engagement across channels while continuing to drive growth and customer value to millions of customers.