Use case · renewal
Contract renewal & reinvestment: contact customers with maturing contracts in good time and personally
When an investment matures, your bank is not the only one that knows. The PBM Campaign Platform contacts each customer in good time – with their amount, their adviser and the channel that is permitted for them. And it shows you honestly who is not responding.
68.400 €
Life insurance matures on 31 March
Adviser: Christina Reuter
Regionalbank Musterstadt eG
Definition
What is a reinvestment campaign?
A reinvestment campaign targets customers whose investment or contract is due to mature in the foreseeable future – such as a life insurance policy, a fixed-term deposit or a savings certificate. The aim is for the money to stay with your own institution. Unlike a contract renewal, it is not about the same contract but about a new investment decision.
The same mechanism supports every contract renewal: leasing, energy tariff, maintenance contract. There is always a fixed date, a known customer and a decision that, without a prompt, they might make elsewhere.
Typical mistakes
Why do reinvestment campaigns so often fizzle out?
Most campaigns do not fail because of the offer, but because of the process:
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01
Too late.
The letter arrives four weeks before maturity. By then, the decision has often already been made.
-
02
One letter for everyone.
The same text for €5,000 and €150,000, without a personal adviser.
-
03
No exit points.
Customers who opt for a payout still keep receiving reinvestment mail.
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04
No negative path.
Nobody knows who has not responded – and the adviser finds out too late.
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05
The link as a data protection trap.
Contract numbers in the link make other people’s data guessable.
Reference journey · example
How does the reinvestment journey work for Marlene Hoffmann?
The example shows the “Life reinvestment 2026” campaign of the fictional Regionalbank Musterstadt eG. All names, amounts, times and thresholds are example values that you set yourself.
Profile · Life reinvestment 2026
- Trigger
monthly import of contracts maturing in the next 90 days. Anyone new to the segment starts on the import day (always-on campaign, periodic).
- Segment
Maturity in no more than 90 days, no objection to advertising.
- Two journeys in one campaign
Maturity benefit of €25,000 or more → “With adviser” journey. Below that → “Decide yourself” journey with fewer contacts and online completion. Both contribute to a shared campaign goal.
- Priority
2 – only churn prevention takes precedence.
- Sender
Christina Reuter, set on entry.
Steps · “With adviser” journey
-
Four checks before entry.
- Routing: Ms Hoffmann (€68,400) enters “With adviser”.
- Integrity and consent: address complete, no email consent.
- Re-entry: first run.
- Prioritisation: no more important campaign active.
With adviserDecide yourself
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Entry
Maturity ≤ 90 days · periodic
-
Gates · 4 checks
Routing · consent · re-entry · priority
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Channel branch
Email
Announcement
Letter
Announcement + code
-
Wait for event
Landing page login
- Deadline
- 7 days
- Count
- Working days
- Reminder
- max. 2
-
Landing page
Options from 31 March
Exit
Payout chosen
-
Goal · macro
Reinvestment completed
Example · demo dataJourney Builder: the channel branch and waiting for the login are highlighted; the exit “payout chosen” is part of the journey. Fictional example data. -
Announcement (channel branch).
Customers with email consent receive an email. Ms Hoffmann automatically receives a letter: personal salutation, her amount, photo and signature of her adviser, a personal access code. A rule selects the argument – for her conservative profile, “security”.
Ms
Marlene Hoffmann
[ADDRESS]Regionalbank Musterstadt eG
Dear Ms Hoffmann,
your life insurance matures on 31 March – €68,400 will then be available to you.
Argument · securityChristina Reuter, your adviser
Your personal access code: 7K4-M2Q
Handover to lettershop
- PDF generated per contact
- done
- Manifest is transferred last
- done
- Handover
- 06:00
Example · demo dataLetter preview: without email consent, Ms Hoffmann receives a letter with an access code; the “security” argument paragraph is subtly highlighted in teal. Fictional example data. -
Wait for event: login on the landing page (up to 7 days).
Yes → step 5. No → step 4.
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Reminders (no more than two).
Email customers receive up to two short reminders 7 days apart. Letter customers receive one reminder letter – time-based, because the post provides no delivery status. If there is still no login, the adviser receives a task: “Ms Hoffmann has not responded – please contact her personally.” From this point on, the journey sends only a factual notice before maturity (step 9).
1/22/2Adviser task
Send preparation · batch “Reminder 2”12,480 contacts
- only letter permitted → fallback to letter 2,604Why?
- Withdrawal → stopped 41Why?
- Frequency limit reached → postponed 523Why?
This gate cannot be deactivated.
Example · demo dataCompliance gate before reminder 2: letter customers automatically go into the letter path, withdrawals stop immediately. Example data. -
Lock page.
Ms Hoffmann enters her date of birth and the access code from the letter. Two factors, limited failed attempts, every attempt logged. No link contains a customer or contract number – the contact reference is handled via a signed token.
Regionalbank Musterstadt eGYour personal overview
Date of birth masked input✓ verifiedAccess code from your letter masked input✓ verifiedOpen overviewFailed attempts limited · every attempt logged
Date of birth + access codeRegionalbank Musterstadt eGMs Hoffmann, your options from 31 March
68.400 €
- Reinvest
- Pay out
- Advice (chosen)
Security for your savings
Christina ReuterYour adviser Choose appointmentExample · demo dataLock page with two factors, behind it the personal landing page with three options, the “security” argument and appointment selection with the adviser. Fictional example data. -
Personal landing page.
“Ms Hoffmann, your options from 31 March”: three tiles Reinvest · Pay out · Advice, her amount, her adviser with appointment selection. The landing page login is a micro goal.
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Branching according to her choice.
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Waiting state: “waiting for completion” (up to 30 days).
The participation is set to waiting – visible on the adviser’s customer card. During this time, the journey sends nothing. When the core banking system reports completion via API, the macro goal is achieved. If no report arrives, the adviser receives a reminder task; once the period expires, the journey ends without completion.
waiting · up to 30 days
Marlene Hoffmann
Life reinvestment 2026Waiting · completion
- Letter sent
- LP login 2 factors ✓
- Option “Advice” chosen
- Appointment 12 February
- Lead score 72 ↑
waiting · up to 30 daysDay 4 of 30
Example · demo dataCustomer card: Ms Hoffmann has chosen “Advice”, the participation is waiting for the completion report. During this time, the journey sends nothing. Fictional example data. -
Factual information (only if there is no response).
“What happens to your money on 31 March” – without pressure, without artificial scarcity. After that, the journey ends.
31 March · maturity
With adviserDecide yourself
-
Entry
Maturity ≤ 90 days · periodic
-
Gates · 4 checks
Routing · consent · re-entry · priority
-
Channel branch
Email
Announcement
Letter
Announcement + code
-
Wait for event
Landing page login
- Deadline
- 7 days
- Count
- Working days
- Reminder
- max. 2
-
Landing page
Options from 31 March
Exit
Payout chosen
-
Goal · macro
Reinvestment completed
Ms
Marlene Hoffmann
[ADDRESS]
Regionalbank Musterstadt eG
Dear Ms Hoffmann,
your life insurance matures on 31 March – €68,400 will then be available to you.
Christina Reuter, your adviser
Your personal access code: 7K4-M2Q
Handover to lettershop
- PDF generated per contact
- done
- Manifest is transferred last
- done
- Handover
- 06:00
Send preparation · batch “Reminder 2”12,480 contacts
- only letter permitted → fallback to letter 2,604Why?
- Withdrawal → stopped 41Why?
- Frequency limit reached → postponed 523Why?
This gate cannot be deactivated.
Your personal overview
Failed attempts limited · every attempt logged
Ms Hoffmann, your options from 31 March
68.400 €
- Reinvest
- Pay out
- Advice (chosen)
Security for your savings
Marlene Hoffmann
Life reinvestment 2026Waiting · completion
- Letter sent
- LP login 2 factors ✓
- Option “Advice” chosen
- Appointment 12 February
- Lead score 72 ↑
waiting · up to 30 daysDay 4 of 30
Goals
Micro goals: landing page login · option chosen · appointment arranged. Primary macro goal: reinvestment completed (report from the core banking system). The completion is attributed to the last contact before the actual completion date – not to the reporting date.
Exit paths (exactly one reason per exit)
- Converted: reinvestment completed – the journey ends immediately, even in the middle of a waiting period.
- Completed, negative: payout chosen · no response by maturity · advice without completion. The reason can be analysed, not just “gone”.
- Left segment: contract terminated early or maturity date changed (re-import) – automatic exit.
- Adviser intervention: Christina Reuter has already spoken to Ms Hoffmann personally and removes her from the campaign – permanently for this campaign.
- Withdrawal: immediately stops all journeys, overriding all other rules.
For advisers
What does the adviser get from the journey?
Christina Reuter can see on her customer card what Ms Hoffmann has experienced: letter sent, login with two factors, “security” argument read, lead score rising. She only receives a task when her involvement counts. And she can remove Ms Hoffmann from the campaign at any time if she would rather hold the conversation herself.
Marlene Hoffmann
Life reinvestment 2026Waiting · completion
- Letter sent
- LP login 2 factors ✓
- Option “Advice” chosen
- Appointment 12 February
- Lead score 72 ↑
waiting · up to 30 daysDay 4 of 30
Variants
How does the journey work for insurers, car dealerships and municipal utilities?
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Insurers
Life insurance maturity
InsurersThe sender is the servicing agency. Options on the landing page: reinvestment, annuity option, payout. Trigger: monthly maturity portfolio from the policy management system.
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Automotive
End of lease
Automotive & car dealershipsExample: Stefan Lang, 51, lease ends in 5 months. Start at T–150, sender: sales adviser Marco Pohl at Autohaus Muster GmbH. Options: new vehicle · prepare return · test drive. Macro goal: test drive arranged.
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Energy & municipal utilities
Tariff end
More on this: churn preventionCustomers whose tariff ends in 60 days receive their renewal options; email with consent, otherwise letter, reminder after 10 days.
Personalisation
What is individual in this journey?
‘Individual for every recipient – but only with data approved for that purpose.’
- Amount and maturity date
- Adviser with name, photo, signature and appointment selection
- Argument by rule (security, return, tax advantage)
- Channel based on consent
- Journey by amount (with adviser / decide yourself)
- Landing page with the customer’s own options
- Brand: each partner bank in its own corporate identity
Measure
How do you measure a reinvestment campaign?
| KPI | What it shows |
|---|---|
| Landing page logins per channel | Whether letter or email opens the path to a decision |
| Chosen option (reinvest / pay out / advice) | How the customer base decides |
| Adviser handovers and appointments | Whether personal contact is established |
| Reinvestments (macro goal) | The success of the campaign |
| Exit reasons | How many pay out, do not respond or convert |
| Share “waiting for completion” | How many cases are stuck at the advice stage |
| Response after reminder 1 and 2 | Whether the second reminder achieves anything |
Values in screens are demo data. We do not quote industry benchmarks without evidence.
- converted38%
- completed · payout22%
- completed · no response27%
- left segment13%
Preparation
What should you prepare for a reinvestment campaign?
Data
- Maturity date
- Amount
- Product
- responsible adviser
- Postal address and email
- Consent per channel
- Date of birth for the lock page
- personal access code as an attribute per customer
- Risk profile, if approved for selecting the argument
Interface
- monthly import or API for the maturity portfolio
- “Completion” feedback from the core system
Consents
- Check email consent or the requirements of Section 7(3) UWG
- Adopt objections to advertising
Content
- Letter and email with argument variants
- Lock page
- Landing page with three options
- Adviser photos
- Mandatory texts per brand
- Approval (four-eyes principle)
Rules
- Amount threshold for journey selection
- Reminder limit
- Priority
- Contact limits
Frequently asked questions about reinvestment campaigns
When should a reinvestment campaign start?
Early enough that the customer is still deciding. In the example, the journey starts 90 days before maturity; for the end of a lease, 150 days beforehand. In the PBM Campaign Platform, a dynamic segment determines the start: anyone who meets the condition “maturity in no more than 90 days” starts on that day.
What happens if the customer has not given email consent?
They automatically receive a letter. The PBM Campaign Platform checks consent per channel before every send. The letter contains a personal access code that the customer uses to open their landing page via the lock page. For letters, reminders are time-based.
How secure is the personal landing page?
Access is via a lock page with at least two factors, for example date of birth and access code. Failed attempts are limited and logged. Links contain no customer or contract number, but a signed token instead. Measurement works without third-party cookies.
What happens if the customer opts for a payout or does not respond at all?
Then the journey ends with a fixed exit reason. Anyone who chooses “Pay out” receives no further reinvestment mail. Anyone who does not respond receives no more than two reminders; after that, the adviser takes over with a task. Both outcomes are visible in the analytics.
What does the status “waiting for completion” mean?
If the customer has chosen advice, the journey sends nothing further and waits, up to a set deadline, for the completion report from the core system. The adviser sees the status on her customer card. If no report arrives, she receives a reminder task.
Does this also work for several partner banks?
Yes. Each bank appears as a separate brand with its own logo, colours, legal notice and sender. A template automatically adapts to each brand. Employees of a bank only see the customers of their own bank – the brand boundary is a hard visibility boundary.