Breaking records: How Reward Gateway Edenred and AXA Health transformed employee reward behaviour into 355% sales growth

When AXA Health set out to accelerate growth for its new Health Plan in 2025, the challenge was significant: deliver a step change in leads and sales while improving acquisition efficiency. Rather than relying on traditional affiliate marketing or broad demographic targeting, Reward Gateway | Edenred and AXA Health redefined how partner marketing could identify and engage future customers.

Drawing on six years of partnership and unique behavioural insight from Reward Gateway | Edenred's employee engagement platform, the team developed a precision targeting strategy based on real purchasing behaviours. By identifying employees whose shopping habits aligned with those of existing private health insurance customers, the campaign reached high-intent audiences with unprecedented relevance. AI-enhanced customer engagement, richer creative formats and a dedicated Partner Hub then combined to deliver a seamless, personalised customer journey that maximised engagement and conversion.

The impact was transformational. The campaign generated 9,744 leads, 21.8% above targe, while the crucial September to December period delivered 163% more leads, 355% more sales, a 40% reduction in cost per lead and a 65% reduction in cost per sale. The new Partner Hub attracted almost 50,000 visits in its first month, demonstrating exceptional engagement alongside record-breaking commercial performance.

More than an outstanding campaign, this partnership demonstrated how behavioural insight, AI-enabled activation and genuine collaboration can transform affiliate marketing into a precision growth engine. The result set a new benchmark for what partner marketing can achieve when innovation, data and creativity work together