HomeServe is getting a better return on marketing activity post-GDPR

Insurance provider HomeServe has seen an increase in marketing effectiveness since the introduction of the General Data Protection Regulation (GDPR) despite the fact it is now communicating with a smaller pool of consumers.
The business, which provides home emergency cover, uses a combination of legitimate interest and opt-in consent, depending on the type of marketing it is doing.
HomeServe’s core business model is based on “affinity partnerships”, so it works with water