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DAX Active RLS: Analyst Role
Customer Analytics Churn Model Demographics Executive Summary
FY 2024
All Provinces
All Segments
Personal Lines
Total Customers
98,240
+12.3% YoY
Churn Rate
6.4%
-2.1pp YoY
Avg Tenure
4.7 yrs
+0.3 yrs
Retention Rate
93.6%
+2.1pp YoY
Avg Premium
$1,842
+4.8% YoY
At-Risk Customers
15,329
High priority
Customer Retention vs Churn Trend
CALCULATE([Churn Rate], DATESINPERIOD(...))
Churn Risk Score
6.4%
vs 8.5% target threshold
0%Target: 8.5%
Customers by Age Band
Tenure vs Premium (scatter)
Segment Performance
DAX
SegmentCustomersShareChurnTrend
Homeowners34,280
4.2%↓ Improving
Auto + Home28,140
5.8%↓ Improving
Auto Only21,920
9.1%↑ At Risk
Tenants13,900
11.4%↑ At Risk
Geographic Distribution
Manitoba · Saskatchewan · Ontario · BC
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