SUBSTRATE FOR INSURANCE
Lineage on every number · Onboarding handled by our team
THE PROBLEM
Every platform takes credit for the same new policy, so the totals never add up.
TV reports weekly. Search and social update hourly. Quotes live in your rating system, binds in policy admin, agent activity in a spreadsheet, and leads from aggregators, comparison sites and independent agents sit in someone else’s report. Before anyone can show what drove quote starts or new policies, someone stitches it together by hand, and compliance wants to know where every number came from. Substrate brings your data and your partners’ data together, fills the gaps, and builds in lineage.
Four steps, run by our team, so yours can get straight to the analysis.
01 · Connect
Plug in every marketing channel and system you run.
Digital and linear, OOH and radio, email and direct mail, CRM, agent and call center activity, warehouse and clean room data. Every line of business, from auto and home to life and health, through our proprietary connectors. Missing a source? We build it.
02 · Clean
Make every number mean the same thing.
Our TechOps team standardizes naming, taxonomies and KPIs across every platform, so “spend” means spend and “bound policy” means the same thing in every report. You don’t run the pipeline. We do.
03 · Complete
Fill the gaps your platforms leave.
Walled gardens, offline conversions and privacy rules leave holes in every journey. Substrate reconstructs them from aggregate signals, so you can see how TV, digital and agent activity work together to drive quotes and policies, without touching customer PII.
04 · Activate
Send it wherever decisions get made.
Publish enriched data to your warehouse, BI dashboards, MMM partner or CDP — or straight into Claude and ChatGPT. The data is yours, portable and every output carries lineage your compliance teams can trace.
Schedule a demo
AI Readiness
Is your data AI-ready?
63% of marketing teams don’t have the data foundations to get full value from AI. AI-ready data meets six criteria: Integrated, Clean, Structured, Accessible, Shared and Fast. Substrate builds all six.
50%
of AI returns lost when one criterion is missing
Marketing Evolution, The Performance Divide study, 2026 (n=150).
Multi-channel by design.
TV, radio, OOH, digital and agent activity in one dataset. Not another digital-only view.
White-glove onboarding.
Our TechOps team handles ingestion, cleaning and normalization.
Privacy-safe.
No PII, no cookies, no identity graphs. Your privacy and legal teams can rest easy.
Governed & auditable.
Validation, lineage and pipeline monitoring, so every number can be traced to its source. Issues flagged in real-time.
AI-ready output.
Governed, consistent marketing data — grounded in your business context — accessible for all your approved AI tools and internal agents.
PRIVACY
For an insurer, it’s the first question: how do you get that level of detail without PII? Substrate models customer journeys from aggregate signals and licensed demographic data — age, geography, education, behavior — without PII. Journey-level analysis, always compliant.
No PII
No cookies or identity grabs
Journeys modeled from aggregate data
Lineage and audit trail on every output
Visit the Security & Trust center
Native connectors bring in paid, owned and earned data from every major platform.
NATIVE CONNECTORS
Google Ads
Search & video
Meta
Paid social
Paid social
Microsoft Ads
Search
Amazon Ads
Retail media
TikTok
Paid social
Paid social
Paid social
Snapchat
Paid social
X
Paid social
Salesforce
CRM
HubSpot
CRM
Klaviyo
Snowflake
Warehouse
…plus linear TV, CTV, radio and OOH, call center and offline activity, BigQuery and AWS, flat files, and custom connectors for any source we don’t support yet.
SEND DATA OUT TO
Tableau
Looker
MMM partners
CDPs
Data warehouses
Claude
ChatGPT
Your own agents
See all integrations
CASE STUDIES
See how insurers use connected, enriched marketing data to grow membership and get more from every media dollar.
TOP U.S. HEALTH INSURER · $100M+ ANNUAL MEDIA
+170%
more efficient media in three years
With $100M+ spread across nine regions and open enrollment on the line, the insurer couldn’t see how its media worked across the full funnel. A connected view showed traditional channels were over-indexed and that timing mattered as much as channel, which moved $26M into digital without losing brand impact.
$26M
reallocated from TV, radio and outdoor to digital
+38% CAGR
in media-driven member enrollment
Read the case study
NATIONAL U.S. INSURER · MEASUREMENT FOUNDATION
4x
more efficient TV, with no loss in brand impact
The insurer’s data was split across internal systems, regional activations and digital platforms, so no one could see what drove performance in its biggest campaigns. Unifying it in real time revealed that, in a major TV campaign, 30-second spots matched 60s on brand impact while delivering 4X the efficiency.
8B
rows of attribution output generated
2.5 years
of historical data revalidated
Read the case study
FAQ
What exactly is Substrate?
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How is it different from a CDP or a BI dashboard?
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How does Substrate handle privacy?
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Does Substrate use our customer data?
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If there’s no personal data, how detailed can insights get?
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Which platforms and tools does it connect to?
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What does implementation look like?
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How is Substrate priced?
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SCHEDULE A DEMO
A walkthrough using an insurance marketing mix like yours. No prep needed, and no customer data required.
How Substrate connects TV, digital, CRM, agent and policy data
How zero-PII journey modeling works
What onboarding looks like for your team
+170%
more efficient media in three years at a top U.S. health insurer with $100M+ in annual media.