Disclaimer: This is a literal translation faithful to the original Japanese article. The official version is the Japanese article published on Capex’s website: https://capex.ai/client/2112/
Interviewee Profiles
Mr. Tomoki Mikami
Sales Promotion Department, Online Marketing Division Dai-ichi Life Insurance Company
Ms. Sakino Matsudaira
Sales Promotion Department, Online Marketing Division Dai-ichi Life Insurance Company
Challenges
▪️ Due to the long consideration period inherent to life insurance products, most users who visited the landing page (LP) abandoned before requesting materials
▪️ In a cookie-less environment (💡explained in Key Insights below), traditional retargeting ads ceased to function effectively, making it difficult to re-engage users who had left the site
▪️ While utilizing LINE Official Account, the per-message cost accumulated, raising concerns about long-term cost sustainability
Decision Factors
▪️ Zero initial investment with a performance-based pricing model (💡explained in Key Insights below), providing clear ROI visibility
▪️ Capability to nurture users progressively over the medium to long term through a step-by-step approach (💡explained in Key Insights below)
▪️ Ability to build continuous touchpoints through communication tailored to each user’s individual experience
Results
▪️ Material requests via scenario-based messaging accumulated steadily, delivering consistent marketing outcomes
▪️ By implementing pop-ups on landing pages and continuously improving through PDCA cycles, LINE friend acquisitions increased steadily
▪️ Flexible customization of optimal timing and product recommendations for each user during scenario delivery deepened relationships and contributed to enhanced customer loyalty
Background
Life insurance products require a lengthy period from initial consideration to contract finalization, resulting in most LP visitors abandoning before requesting materials. Dai-ichi Life Insurance Company faced this industry-specific challenge. Moreover, with the advent of the cookie-less era, re-engaging users who had left the site through traditional retargeting ads became increasingly difficult.
While LINE Official Account emerged as a new touchpoint, the per-message cost structure meant that delivering information continuously to a sufficient number of users would inflate expenses, hindering efficient operations.
The breakthrough solution was PickUp, provided by Capex. PickUp adopts a pure performance-based pricing model, meaning costs are only incurred when results are achieved. Additionally, through LINE integration, PickUp enables efficient medium-to-long-term nurturing by delivering optimized messages tailored to user attributes and behaviors in stages.
The results included significant improvements in cost-effectiveness, continuous lead generation, and enhanced customer loyalty.
Partnership History
Our partnership with Dai-ichi Life began in September 2023, and we’ve been collaborating for approximately two years now. Initially, they adopted our character platform, and through ongoing communication with teams across various departments, we extended our collaboration. This led to the introduction of PickUp as a new proposal for strengthening material requests and nurturing initiatives.
In this article, we speak with Mr. Tomoki Mikami and Ms. Sakino Matsudaira from the Sales Promotion Department’s Online Marketing Division at Dai-ichi Life Insurance Company about how they utilize PickUp, the results they’ve achieved, and the real challenges that drove the implementation.
💡 Key Insight: What is Cookie-less?
Traditional web advertising tracked user behavior through small data files called cookies. However, due to privacy concerns, major browsers like Apple Safari and Google Chrome have strengthened cookie restrictions. This makes it difficult to deliver retargeting ads like “Would you like to see that product again?” to users who have left the site.
💡 Key Insight: What is Performance-Based Pricing?
Traditional advertising and marketing tools typically require fixed monthly fees or initial costs regardless of effectiveness. However, with a performance-based model, fees are only charged when concrete results—such as “material requests” or “inquiries”—are generated. This minimizes the risk of wasting budget and enables reliable ROI (Return on Investment) measurement.
💡 Key Insight: What is Customer Nurturing?
Nurturing means “cultivation,” and refers to the practice of continuously providing valuable information to prospects who haven’t yet made a purchase, gradually increasing their purchase intent. Particularly for high-value products with long consideration periods like life insurance, conversion rarely happens after a single touchpoint. The process of building trust progressively and guiding prospects toward purchase at the right time is critical.
Drawing the Future of Customer Experience: Dai-ichi Life’s Digital × Real Strategy
– Thank you for your time today. Could you start by introducing yourselves and providing an overview of your company?
Mr. Mikami: I’m Mikami from the Online Marketing Division at Dai-ichi Life Insurance Company.
Ms. Matsudaira: I’m Matsudaira from the same division. Our company is a life insurance provider that offers optimal products and services covering both protection and asset formation/succession. Through our nationwide network of “Life Plan Designers,” we support personalized life plans for each customer.
– What mission does the Sales Promotion Department fulfill?
Mr. Mikami: The Sales Promotion Department was newly established in 2025. Our mission is to “enhance CX (Customer Experience Value) through the fusion of real and digital” and “improve productivity.” Specifically, we drive data-driven marketing, develop cross-media promotions combining offline and online channels, and strengthen customer engagement capabilities.
– Within that scope, what themes or challenges are you currently focusing on?
Mr. Mikami: The primary mission of our Online Marketing Division is “lead generation starting from online channels” and “execution of data-driven marketing.” Concretely, this includes designing user journeys from web visits to material requests and insurance consultations, directing ad placements, and testing new promotional approaches. Since life insurance has a long lead time to contract, preventing abandonment and driving material requests is a major challenge.
The Frontlines of Digital Marketing in Insurance: Preventing Abandonment and Refining Customer Experience
– The financial and insurance industries are undergoing significant change. Could you share the key challenges and opportunities you’re focusing on?
Mr. Mikami: Life insurance products have an extremely long lead time from consideration to contract. The majority of users abandon before requesting materials, which has been a significant challenge. Additionally, in a cookie-less environment, retargeting LP visitors has become difficult, limiting our ability to re-engage them.
– How have you been addressing these challenges from a UX perspective through advertising initiatives?
Mr. Mikami: We focus on optimizing the journey from ad click to material request. Through improvements to ad creatives, landing pages, and form optimization, we continuously run PDCA cycles to enhance UI/UX.
– In some organizations, advertising initiatives are divided by silo. How is it structured at your company?
Mr. Mikami: Our Sales Promotion Department is newly established, and the entire department collaborates on initiatives. Offline promotion teams are also integrated, allowing us to work flexibly across divisions. We leverage multiple channels in a cross-functional manner toward the shared goal of lead generation.
The Answer Beyond the Challenge: How PickUp Transformed Dai-ichi Life’s Customer Strategy
– What challenges existed before implementing PickUp?
Mr. Mikami: Due to the long consideration period for life insurance, many users who visited our landing pages abandoned before requesting materials. Previously, we used retargeting ads to re-engage them, but as the cookie-less environment expanded, we couldn’t achieve sufficient effectiveness. Additionally, while we utilized LINE Official Account messaging, the per-message cost structure created challenges for long-term operations.
– After implementing PickUp, how did it feel to actually use it?
Mr. Mikami: With PickUp, we can now deliver scenario-based messaging optimized for each user, enabling us to build medium-to-long-term relationships. Furthermore, the performance-based pricing model allowed us to implement it confidently without initial investment, which was a significant advantage. Cost-wise, while LINE’s standard messaging incurs per-message costs, PickUp only charges based on results, enabling efficient investment. These factors were major drivers in our decision to adopt it.
Ms. Matsudaira: Currently, we use uniform scenario delivery, but moving forward, we want to optimize based on user traffic sources and interests to further enhance effectiveness.
– Could you share the results after implementation?
Mr. Mikami: Through pop-up initiatives on our LP, LINE friend acquisitions have steadily increased. Additionally, material requests via scenario messaging have accumulated consistently. Moreover, through continuous communication via user-tailored scenarios, we feel that user loyalty is gradually improving.
Transforming Long Consideration Periods into Value: Dai-ichi Life’s Customer Experience Innovation
– What do you expect from Capex going forward, and are there new initiatives you’d like to explore?
Mr. Mikami: I believe it’s important to implement LINE retargeting delivery while maintaining UX that doesn’t disrupt users. We want to run PDCA cycles using heatmaps and Google Analytics to understand LP abandonment points and browsing behavior, displaying pop-ups at optimal timing. We also aim to segment scenarios by traffic source and user attributes, clearly distinguishing between users we can convert quickly and those requiring medium-to-long-term nurturing.
– In designing user experience, what elements do you prioritize most?
Mr. Mikami: The most important principle is “not disrupting the user.” Abrupt pop-ups during scrolling can lead to abandonment. Therefore, we emphasize creating mechanisms that don’t compromise UX—displaying messages at moments when users are about to leave or when their understanding has stalled.
– What kind of customer touchpoints do you aspire to create in the future?
Mr. Mikami: Moving forward, we want to segment scenarios based on traffic sources and ad content, achieving communication closer to one-to-one. Beyond material requests, we’d also like to explore chatbots for users who want consultations, and systems that allow users to connect directly with Life Plan Designers via LINE.
Ms. Matsudaira: I agree. By conducting detailed communication tailored to traffic channels and interests, we hope to further enhance loyalty toward our company.
– How do you envision content expansion?
Mr. Mikami: Rather than only promoting products, we should enrich diverse content—seasonal information, lifestyle tips, etc. Instead of simply pushing “please request materials,” we want to shift toward building loyalty by providing information that’s genuinely valuable to users.
– Finally, could you share your overall vision for the future?
Mr. Mikami: We want to increase granularity by user attributes and traffic sources, achieving optimized nurturing. By expanding content variety and seamlessly connecting online and offline, we aim to build a system that delivers stable monthly lead generation.
Ms. Matsudaira: Through communication close to one-to-one, we envision a future where we enhance loyalty by truly understanding our users.
💡 Key Insight: One-to-One Marketing
One-to-one marketing is an approach that delivers individually optimized communication based on each customer’s attributes, behavior history, and interests. For example, delivering education insurance information to “women in their 30s, parents, interested in education costs,” while providing personal annuity information to “men in their 50s, managers, interested in post-retirement life”—truly “personalized” marketing tailored to each individual.
– Using this initiative as a starting point, we hope to continue creating new customer experiences together with Dai-ichi Life. Thank you very much for your valuable insights today.
Explore More Customer Success Stories
At Capex, we will continue sharing customer case studies. Please explore our other interview articles as well.