About
The customer acquisition intelligence layer for financial services.
CACIQ shows how efficiently your organisation acquires customers and how prepared its operating model is for digital competition.
The framework
Devised by Anthony Bushen-Garvie
The CACIQ Framework was devised by Anthony Bushen-Garvie, a leading marketer within the financial services industry. It sets out that as consumer demand for digital financial services rises, firms without digital infrastructure face structurally increasing customer acquisition costs, while digitally mature firms benefit from automation, scalability and platform-based distribution. The relationship is expressed conceptually as CAC = D(t) / α.
The framework also resists a single template for digitalisation: consumer-led insurance broking is likely to feel digital pressure first, while complex and niche risks continue to reward specialist human expertise. CACIQ carries that nuance into its sector methodology rather than scoring every organisation against one ideal.
What CACIQ is building
Measurement
A structured, explainable assessment of acquisition economics and digital capability.
Benchmarking
Sector-relevant comparison as coverage develops.
Intelligence
Recommendations selected from the CACIQ library through transparent assessment triggers.
Strategy
Cactus, a strategy copilot grounded in your own CACIQ profile and the CACIQ Framework.
Measured once. Then measured again.
Auditable by design
Every dimension score opens to show the answers, weights and sector modifiers behind it.
Penalty-free missing data
Unanswered questions lower assessment confidence rather than silently lowering your score.
Sector-aware methodology
Consumer-led and specialist businesses are not scored against a single digital ideal.
Your data stays yours
Reports are reachable only by secure link or your account, and can be deleted on request.