Developing an informed lapse management strategy (LMS) is critical for life insurers to improve profitability and gain insight into the risk of their global portfolio. Prior research in actuarial science has shown that targeting policyholders by maximising their individual customer lifetime value is more advantageous than targeting all those likely to lapse. However, most existing lapse analyses do not leverage the variability of features and targets over time. We propose a longitudinal LMS framework, utilising tree-based models for longitudinal data, such as left-truncated and right-censored (LTRC) trees and forests, as well as mixed-effect tree-based models. Our methodology provides time-informed insights, leading to increased precision in targeting. Our findings indicate that the use of longitudinally structured data significantly enhances the precision of models in predicting lapse behaviour, estimating customer lifetime value, and evaluating individual retention gains. The implementation of mixed-effect random forests enables the production of time-varying predictions that are highly relevant for decision-making. This paper contributes to the field of lapse analysis for life insurers by demonstrating the importance of exploiting the complete past trajectory of policyholders, which is often available in insurers’ information systems but has yet to be fully utilised.