Making AutoSergei real with Meer-tech
Merkle
Client: Compare the Market
In a competitive market of annoying operatic singers, robots called Brian, and men dancing in suit jackets and high heels, the Meerkats played a critical role in CtM’s rapid growth in the price comparison market. But in an evolving world where research shows ‘comparing’ is too much effort for a third of us, customers now turn to brands that use data to simplify decisions and deliver more relevant, personalised support – making life feel, well… simples! This shift shook Compare the Market to the core. We weren’t in a brand fight anymore – we were in a fight for data‑driven relevance, and we needed to change, fast. In just 9 months, we transformed a brand‑led business into an Experience‑led, Data‑enabled one, changing how the nation compared prices and rewriting category rules again through stronger data foundations and smarter insight. How? Launched in 2019 to Steve Jobs–style fanfare, we turned a templated follow-up mechanic into something that exceeded the TV hype. By rebuilding our data foundations and applying AI and automation, we supercharged AutoSergei – turning him into a personalised omni‑service built on real customer insight. He delivered 25 million personalised quote journeys, powered by accurate, unified data, and significantly increased CRM’s overall revenue contribution by turning insight into action at scale.