LexisNexis® Marketing Risk Classifier

How does Marketing Risk Classifier help give you a clearer view of individual risk at the point of marketing?

Each consumer receives both an insurance risk score and a decile ranking, giving you the flexibility to segment precisely or make faster decisions at scale.

Understand individual risk earlier:

	See earlier risk signals Use a predictive model designed for point-of-marketing decisions.
	Gain individual-level clarity Go beyond segment or demographic data to see which consumers align with your risk appetite.
	Act on insurance-specific intelligence Reveal patterns in industry-wide performance data that internal or generic models may miss.

With earlier visibility into an individual’s insurance risk profile, you can make acquisition choices that better support your long-term book goals.

How do marketers use Marketing Risk Classifier?

U.S. personal auto insurance carriers use Marketing Risk Classifier to see individual risk earlier in the acquisition process— so every marketing channel and campaign can focus on consumers who better fit their risk appetite and long-term goals—not just for lead acquisition, but across the entire marketing lifecycle.

Align customer acquisition channels with your risk appetite:

	Improve paid lead efficiency Improve the ROI of your paid lead programs by using early risk signals to understand which leads are worth pursuing and how assertively to bid.
	Improve list quality Append risk insights to first- or third-party lists to refine campaign targeting, retargeting, segmentation and routing.
	Identify cross-sell potential Assess your current book of business to find customers who are likely candidates for additional products, enabling more effective cross-sell and up-sell campaigns.
	Support multi-channel strategies Apply risk insights to your direct mail, email, digital and agent-driven campaigns to ensure consistent, targeted outreach.
	Tailor messaging for existing customers Use risk scores to segment your customer base and deliver personalized marketing communications that match their risk profile and needs.

When you apply the same individual-level insight across every marketing channel and campaign, you can make more disciplined, consistent customer acquisition decisions.

How does Marketing Risk Classifier work with other predictive models?

With Marketing Risk Classifier, marketers can segment prospects not just to improve lead quality, but to actively shape a healthier, more profitable book of business.

Combine with predictive intelligence tools for a more comprehensive view of a prospect:

	LexisNexis® Prospect Survival Identify individuals more likely to stay through the first policy term—and combine with Marketing Risk Classifier to gain earlier visibility into lifetime value potential.
	LexisNexis® Prospect Qualifier Play where your pricing converts by measuring rate competitiveness ranking at the individual level.

Together, these models can help to ensure every marketing dollar works harder, every campaign is more targeted, and every customer relationship starts on the right foot.