Salesforce
QBE
Consumer · Marketing · POV

Triple the book —
not the marketing headcount.

$320m to $1B in three years, on modest paid media. The platform that gets you there is not the one you have today — and the one you have today is already retiring.

"The work to grow the book and the work to replace Advertising Studio is the same work. Do it once, do it right."

QBE consumer ride-along · 2026
3×
Premium growth target — 3 years
2026
Advertising Studio end-of-life
1st-party
Suppression and lookalikes — currently unused
AI-led
Board mandate — more with less spend
Why Now
Four pressures —
and they all close in 2026.
The growth target, the platform retirement and the AI mandate land in the same window. The decisions made this year compound for the next three.
Advertising Studio retirement
Advertising Studio is retiring
Subscriptions stop renewing mid-2026 and the family expires shortly after. Any work built on it now is work that will be redone. Data Cloud Ad Audiences is the named successor.
Premium growth
$320m to $1B in three years
A 3× ambition on modest paid media — the maths only works if more demand converts and existing customers stay. Acquisition spend alone cannot get you there.
First-party data
First-party data is sitting unused
Existing policyholders are still being targeted as new prospects. Web and portal signals never reach the journey. The trusted brand is the asset — and it is not yet activated.
Agentforce
Agentic AI makes "more with less" real
Agentforce can run, optimise and personalise at a scale that was impossible last year. The board is already asking for it. 2026 is the year to deploy it.
The Gap
Today's stack —
and what it is costing you.
Three structural gaps observed in the ride-along. Each one converts directly into wasted spend or missed conversions.
Today
With a unified stack
Existing policyholders see "new customer" ads. Suppression is not in place — paid budgets pay to retarget people you already insure.
Every ad dollar reaches a real prospect. Suppression lists run automatically from Data Cloud, freeing budget for net-new acquisition.
Acquisition audiences are inconsistent. Lookalikes seed off whatever list is available — high-value and high-risk customers weighted equally.
Lookalikes seed off predicted value. Calculated insights (lifetime value, multi-policy propensity) drive who Meta and Google chase.
Web and portal behaviour stays in the browser. Quote starts, abandons and renewal-window visits never reach an email or an ad.
On-site signals trigger journeys. Abandoned quotes, renewal risk and cross-sell moments fire across email, SMS, web and paid in real time.
Three Paths
Three ways forward —
only one matches the ambition.
All three options are on the table. The cost gap between them is small relative to the growth target — and only one of them is built for what comes after 2026.
Option 1 · Patch
No new spend
Stay on Advertising Studio until end-of-life
$0 incremental
Use the existing 15 licences for suppression and lookalikes. Short-term efficiency win — every artefact gets rebuilt later.
  • Lookalikes from best customers
  • Suppress existing policyholders
  • Abandoned-quote retargeting
  • Migration cost lands in 2026
Option 2 · Modernise
Mid-range uplift
Data Cloud + Personalisation
~A$300k / year
Replace Advertising Studio with Data Cloud Ad Audiences and add real-time Personalisation. Solid data-led modernisation — AI is present, not central.
  • Unified acquisition segments
  • Predicted-value lookalikes
  • Real-time portal journeys
  • Renewal and lapse prevention
Option 3 · Recommended
Three-year platform
Marketing Cloud Engagement+ with Agentforce
A$500–600k / year
Marketing Cloud Next, Data Cloud and Agentforce on one stack. Existing campaigns stay. The platform built for tripling the book.
  • Agentic acquisition optimisation
  • Two-way SMS and email nurture
  • Quote-rescue and cross-sell agents
  • AI-assisted compliant content
Connected Stack
One platform, six layers —
ready for what comes after 2026.
Existing investments stay. New layers slot in on top. Data Cloud is the single audience engine — every channel reads from it.
Target Architecture
QBE Consumer · Engagement+ on Data Cloud
01 · Source
Web · Portal · Claims · Policy
QBE first-party signals
Quote starts, abandons, renewal visits, claim events and policy holdings — the data is already produced. Most of it never reaches a journey today.
02 · Foundation
Data Cloud
Unified Customer Profile
Identities resolved across systems. Calculated insights — lifetime value, multi-policy propensity, lapse risk — sit on the same record. The single source of audience truth.
03 · Decisioning
Personalisation
Real-Time 1:1 Decisioning
Homepage, quote flow and portal experiences adapt to who the visitor is — new prospect, customer mid-renewal, abandoned-quote returner. The on-site conversion engine.
04 · Engagement
Marketing Cloud Engagement+
Email · SMS · Journeys
Existing campaigns stay live. New journeys move to the next-generation tooling — orchestrated from the same Data Cloud profile. No re-platforming pain.
05 · Activation
Data Cloud Ad Audiences
Paid Media · Suppression
Replaces Advertising Studio. More destinations, real-time activation, suppression lists that stay accurate. Future-proof from day one.
06 · Intelligence
Agentforce
Agentic Optimisation
Agents propose audiences, draft compliant variants, run two-way nurture and continuously rebalance spend against growth goals. The "more with less" layer.
Start Here
Two beachheads —
both live within 90 days.
High-impact, low-friction use cases that prove the platform and free media budget on day one.
Suppression
Suppression + abandoned-quote rescue
90 days · paid media efficiency
Phase 1
Stop paying for the customers you already have
Suppression lists by product flow into Meta and Google automatically. New-customer offers stop reaching existing policyholders.
Catch quote abandons before they go cold
An agent reaches out within minutes — email or SMS — to clarify cover, address price concern and resume the quote.
Measurable from week one
CAC drops on suppressed audiences; quote completion rate lifts on rescued sessions. Both visible in Marketing Cloud Intelligence.
Personalisation
Real-time portal personalisation
90 days · on-site conversion
QBE Use Case
Homepage that knows who is visiting
New prospect sees acquisition messaging. Existing customer sees renewal or cross-sell. Same URL, two experiences.
Next-best-offer in the quote flow
Bundle a home policy onto a motor quote when the propensity score supports it — recommended at the moment of decision.
Renewal and claim moments stay coordinated
Portal banner, email, SMS and ad creative all read from the same trigger — one decision, every channel.
Where This Goes
Three agentic extensions —
the engine behind the 3× plan.
Once Data Cloud and Engagement+ are live, Agentforce turns the platform from a campaign tool into an always-on growth engine.
01
Always-on micro-campaigns
Agents scan Data Cloud for emerging signals — multiple quote attempts, high engagement without purchase — and spin up small test-and-learn campaigns automatically.
02
Cross-sell and retention agents
Dedicated agents watch for life events, price sensitivity and engagement drop, then launch the right journey across email, SMS, web and ads — before churn.
03
AI-assisted content at scale
Compliant creative variants by segment, generated and tested faster than a human team can brief them. Test velocity rises without breaching risk appetite.
The Numbers
A platform decision —
priced against the prize.
Investment vs. Ambition
"A$500–600k a year is the cost of the platform. The prize is A$680m of new premium over three years."

Three years of Option 3 — A$1.5–1.8m total — is roughly a quarter of one percent of the premium uplift it underwrites. The same spend future-proofs the stack, retires Advertising Studio cleanly and funds the agentic capabilities the board has already asked for. The decision is not whether — it is when.

Source: QBE consumer ride-along · Salesforce account team analysis · 2026
A$500k
Year-one incremental investment
A$680m
Premium uplift target — 3 years
0.25%
3yr investment vs. premium uplift
15
Ad Studio licences retiring mid-2026
Roadmap
Foundation in 90 days.
Agentic at scale by month 18.
Existing campaigns keep running. New work moves to the new tooling. No re-platforming, no wasted effort.
Phase 1 · 0–90 days
Foundation live
Data Cloud · Ad Audiences · first beachhead
Data Cloud stood up
Identity resolution on policy, quote, web and engagement data. First calculated insights live — LTV, multi-policy propensity.
Ad Audiences replaces Advertising Studio
Suppression and lookalikes activated to Meta and Google. CAC reduction visible in week one.
First agentic use case in production
Quote-rescue agent live across email and SMS — measurable lift on quote completion rate.
Phase 2 · 90 days – 18 months
Agentic at scale
Engagement+ · Personalisation · full-funnel agents
Engagement+ live across the team
New journeys built natively on Salesforce Core. Existing campaigns continue to run on Corporate Edition until naturally rotated.
Real-time portal personalisation
Homepage, quote flow and portal experiences adapt to profile, product holding and renewal window.
Cross-sell, retention and content agents
Always-on agents covering acquisition optimisation, renewal protection and AI-assisted creative variants — supervised, compliant, on brand.

The platform retirement is fixed.
The 3× ambition is fixed.
The path between them is the decision.

One platform decision underwrites three years of growth — and retires the legacy stack on the same timeline.

Align on Option 3
→
Scope Phase 1 — 30 days
→
Foundation live — 90 days
→
Agentic full-funnel by month 18
Salesforce
QBE Consumer · Marketing Stack POV

Thank you.

Ready to scope Phase 1.

Year-one investment
A$500–600k
Marketing Cloud Engagement+
First foundation
90 days
Data Cloud + Ad Audiences
Premium target
3×
$320m → $1B by 2029
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