商業アフィニティグループ：英国の専門職協会・産業団体による金融サービスマーケーティング

Abstract

Finaccord' s report titled Commercial Affinity Groups: Marketing Financial Services through UK Professional and Trade Associations is an updated and expanded market research report investigating the opportunities for marketing banking and insurance services through professional and trade associations in the UK. The study is based on a survey of 750 UK such associations in 12 separate industry categories, ranging from highly specialised trade bodies to the Federation of Small Businesses, and analyses their current and future intended provision to members of financial services in five broad sectors, namely: business banking services; business insurance; accident and health insurance; life insurance and pensions; and personal general insurance.

Moreover, the PartnerBASE™ database that accompanies the report details each of the schemes for financial services traced by Finaccord identifying the operating models and partners used in each instance. With a significant number of professional and trade associations seeking to add value for their members by organising new schemes for affinity financial services on their behalf before the end of 2008, this channel seems likely to continue to deliver interesting growth prospects for both banking and insurance institutions. Therefore, the report and database together will provide you with the definitive guide to current and future opportunities for marketing financial services through professional and trade associations in the UK.

Table of Contents

0.0 EXECUTIVE SUMMARY

• Finaccord' s research covers 750 associations classifiable in 12 industry categories
• Affinity programs for commercial insurance are most commonly organised by associations
• … with the number having increased since publication of the original research in 2005
• … although take-up rates among member firms are highest for business banking services
• Business banking services are widespread among bodies in the retailing and distribution group
• … with RBS emerging as a leader in this domain largely by virtue of its ownership of Streamline
• Within a fragmented market, Towergate is a leading partner for affinity insurance schemes
• … although numerous other suppliers are competing for the limited number of mandates on offer
• 139 associations have organised accident and health insurance schemes for their members
• … with BUPA and Private Health Partnership apparently the most commonly used suppliers
• Initiatives for life insurance and pensions are less widespread among trade bodies
• … although Parliament Hill maintains relationships with as many as ten professional associations
• Most offerings for personal lines policies are carried over from business insurance schemes
• A significant number of associations are seeking to introduce new services by the end of 2008
• … with prior research proving the importance of this channel for banking and insurance providers

1.0 INTRODUCTION

• Finaccord
• PartnerBASE™
• Rationale
• The report offers an updated analysis ever of commercial affinity groups in the UK
• … for whom organisation of financial services represents just one strand of potential activity
• Methodology
• The research extends to a universe of 750 professional and trade associations in the UK
• … over 100 of which possess in excess of 3,000 individual or corporate members
• Definitions

2.0 MARKET OVERVIEW

• Introduction
• Overview
• Over a third of associations have established affinity schemes for commercial insurance
• … with the latest survey results proving that affinity initiatives are increasing in all areas
• Gradual if not explosive growth may be anticipated in all areas up to the end of 2008
• Payment processing services achieve high take-up rates among trade association members
• … with affinity schemes for commercial insurance also frequently popular with member firms
• Business banking
• Associations in the retailing and distribution category are most likely to be active in this area
• … with fewer than 10% of those in six industry categories having organised banking services
• Streamline helps RBS to the largest number of association agreements
• … although a further six banking groups have at least two exclusive partnerships each
• Business insurance
• Over a third of associations in four industry groups offer commercial insurance schemes
• Numerous insurance brokers compete for commercial insurance affinity mandates
• … with Towergate emerging as a leader in terms of outright number of partnerships
• … albeit the market for relationships fragments rapidly thereafter among multiple providers
• Accident and health insurance
• Professional associations are most likely to have set up accident and health insurance schemes
• Private Health Partnership and BUPA are the providers most commonly used by associations
• Private Health Partnership has built up a portfolio of around 8,000 mainly corporate clients
• Life insurance and pensions
• Schemes for life insurance and pensions are less frequently organised by trade associations
• Most association schemes for life insurance and pensions are organised through brokers
• … although a significant number of life offices have established direct affinity marketing links
• Personal general insurance
• Personal lines are sometimes offered as a ' carry over' from commercial insurance schemes
• … although for Parliament Hill, they amount to a key element of its member benefits programs

3.0 INDUSTRY CATEGORIES

• Introduction
• 3.1 Agriculture and forestry
  • Introduction
  • Business banking
  • Three bodies in this category have organised business banking services for members
  • Business insurance
  • Nearly a quarter of respondents operate an affinity scheme for commercial insurance
  • Accident and health insurance
  • Two trade bodies in the agriculture and forestry category offer accident or health insurance
  • Life insurance and pensions
  • Personal general insurance
  • The AA maintains relationships with two trade bodies in the agriculture and forestry category
• 3.2 Business and personal services
  • Introduction
  • Business banking
  • Streamline lays claim to four exclusive deals in the business and personal services category
  • Bank of Scotland has linked with LogBuy to widen the audience for its card processing service
  • Business insurance
  • Programs for business insurance are common in the business and personal services category
  • … although the supply structure in this sector remains subject to extraordinary fragmentation
  • Accident and health insurance
  • Private Health Partnership is the dominant partner of trade associations in this category
  • … with only two other providers having established more than one exclusive deal in this field
  • Life insurance and pensions
  • The supply structure for marketing to trade associations in this category is highly fragmented
  • … with only Legal & General having established more than one exclusive relationship
  • Personal general insurance
  • Both the AA and the RAC possess a pair of affinity marketing agreements in this sector
• 3.3 Construction and engineering
  • Introduction
  • Business banking
  • The Scottish and Northern Ireland Plumbing Employers Federations owns a captive company
  • Business insurance
  • Over one third of trade bodies in this category have organised business insurance schemes
  • … with no provider claiming more than three exclusive relationships with bodies in this sector
  • Accident and health insurance
  • Provision rates for accident and health insurance are slightly below the overall average
  • Welplan is a wholly-owned subsidiary of the Heating and Ventilating Contractors Association
  • Life insurance and pensions
  • B&CE Benefits operates the UK' s largest stakeholder scheme with around 400,000 members
  • Personal general insurance
  • Few associations in the construction and engineering category offer personal lines policies
• 3.4 Food, drink and healthcare
  • Introduction
  • Business banking
  • Six trade associations in this category have initiated affinity schemes for business banking
  • Business insurance
  • Giles Insurance Brokers is the only provider with more than two exclusive deals in this category
  • Accident and health insurance
  • HMCA is the partner for accident and health insurance of two associations in this category
  • Life insurance and pensions
  • Personal general insurance
  • A number of affinity marketing arrangements exist in this category for personal lines insurance
• 3.5 Manufacturing and packaging
  • Introduction
  • Business banking
  • BHF Finance is used by several trade bodies in addition to the British Hardware Federation
  • Business insurance
  • Over a quarter of bodies in this sector have established a commercial insurance scheme
  • … with AXA' s Layton Blackham maintaining links with the highest number of associations
  • … although the use of Miles Smith by METCOM is likely to be a particularly large affinity deal
  • Accident and health insurance
  • BUPA, CBG Financial Services and Layton Blackham are the dominant providers
  • Life insurance and pensions
  • … with the relationships of the latter two firms also extending to life insurance and pensions
  • Personal general insurance
  • The AA has established five relationships in this category, four of which are exclusive
• 3.6 Media, marketing and entertainment
  • Introduction
  • Business banking
  • HSBC maintains a trio of affinity deals in the media, marketing and entertainment category
  • Business insurance
  • This industry group is characterised by a fairly low incidence of commercial insurance schemes
  • Accident and health insurance
  • Just one scheme for accident or health insurance was identified in this industry sector
  • Life insurance and pensions
  • … with interest being similarly limited for both life insurance and pensions
  • Personal general insurance
  • … and for personal non-life insurance
• 3.7 Mining, minerals and utilities
  • Introduction
  • Business banking
  • Elavon Merchant Services has created an affinity link with the Federation of Petroleum Suppliers
  • Business insurance
  • Associations in the mining, minerals and utilities category display the lowest rate of activity
  • Accident and health insurance
  • BUPA, Health Matters and Private Health Partnership all lay claim to one deal each in this field
  • Life insurance and pensions / personal general insurance
• 3.8 Professional services
  • Introduction
  • Business banking
  • Lloyd & Whyte intermediates card payment processing services as a part of its affinity package
  • The Professional Contractors Group collaborates directly with a trio of banking partners
  • Business insurance
  • Through Parliament Hill, Trafalgar Risk Management is a market leader in this sector
  • … with only four other brokers possessing two or more exclusive partnerships in the field
  • Accident and health insurance
  • Almost a half of associations have organised accident or health insurance for their members
  • BUPA and HMCA rank among the foremost providers to the professional association sector
  • … although a variety of other protagonists, including WPA and several brokers, are also active
  • Life insurance and pensions
  • Over 20 providers compete for appointments on an exclusive or shared basis in this sector
  • Personal general insurance
  • The supply structure for personal general insurance to this constituency is also very fragmented
• 3.9 Retailing and distribution
  • Introduction
  • Business banking
  • Almost a half of associations in this category have established deals for business banking
  • … with HSBC and RBS, including Streamline, accounting together for a majority of these ties
  • The National Market Traders Federation works with a pair of mobile payment solutions providers
  • The tie of Alliance & Leicester Commercial Bank with the NPA has passed its third anniversary
  • Business insurance
  • Commercial insurance schemes are also comparatively prevalent in this industry grouping
  • Leading providers include Giles Insurance Brokers, Jardine Lloyd Thompson and T. H. March
  • Accident and health insurance
  • BUPA, CBG Financial Services and the Private Health Partnership each hold a trio of deals
  • … with AXA PPP and HMCA having established a pair of schemes each in this sector
  • Life insurance and pensions
  • A number of assocs. in this category have organised schemes for life insurance or pensions
  • Personal general insurance
  • In several instances, commercial insurance programs have been extended to personal lines
• 3.10 Technology and telecoms
  • Introduction
  • Business banking
  • Only two entities in the technology and telecoms category have arranged banking services
  • Business insurance
  • … a number that rises to five in the case of affinity programs for business insurance
  • Accident and health insurance
  • … and to four in the case of accident and health insurance
  • Life insurance and pensions
  • Personal general insurance
  • Hiscox has secured the United Kingdom IT Association as an affinity partner in this field
• 3.11 Transport and tourism
  • Introduction
  • Business banking
  • Through Pelican, a buying company, the British Institute of Innkeeping works with two banks
  • Business insurance
  • Towergate Underwriting is the sole partner of two bodies in the transport and tourism category
  • … with all other competitors active in this field restricted to one exclusive partnership each
  • Accident and health insurance
  • BUPA and the Private Health Partnership each lie behind a pair of schemes in this arena
  • Life insurance and pensions
  • Only the British Institute of Innkeeping and UKinbound are active in life insurance and pensions
  • Personal general insurance
  • Six trade associations in this category distribute personal non-life insurance to members
• 3.12 Other miscellaneous
  • Introduction
  • Business banking
  • Chamber Payment Services is organised through Bank of Scotland' s First Data division
  • Business insurance
  • Two major trade bodies offer free legal expenses insurance as a part of the membership fee
  • Accident and health insurance
  • The British Chambers of Commerce has endorsed both AXA PPP and Westfield Health
  • Life insurance and pensions
  • The Federation of Small Businesses has established a service that utilises its own members
  • Personal general insurance
  • The British Chambers of Commerce is tied to the AA in the context of road assistance

GRAPHICS / TABLES

• Professional and trade assocs. contacted for the research, segment. by ind. category and member numbers
• The top 100 professional and trade associations in the UK ranked by member numbers, 2007
• The top 100 professional and trade associations in the UK ranked by member numbers, 2007 (cont.)
• Professional and trade assocs. offering financial services: current pen. by broad sector of financial services
• Trade associations offering financial services: possible future penetration by broad sector of financial services
• Trade assocs. offering financial services: average member take-up rates by broad sector of financial services
• Professional and trade assocs. offering business banking svs.: penetration by industry category
• Professional and trade assocs. offering business banking svs.: operating models and partner market shares
• Professional and trade assocs. offering business insurance svs.: penetration by industry category
• Professional and trade assocs. offering business insurance svs.: operating models and partner market shares
• Professional and trade assocs. offering accident and health insurance: penetration by industry category
• Professional and trade assocs. offering accident and health ins.: operating models and partner market shares
• Professional and trade assocs. offering life insurance and pensions: penetration by industry category
• Professional and trade assocs. offering life ins. and pensions: operating models and partner market shares
• Professional and trade assocs. offering personal general insurance: penetration by industry category
• Professional and trade assocs. offering personal general ins.: operating models and partner market shares
• Trade assocs. in the ag. / forestry cat. offering bus. bank. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the ag. / forestry cat. offering bus. ins. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the ag. / forestry cat. offering acc. and hth. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the ag. / forestry cat. offering pers. gen. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the bus. / prs. svs. cat. offering bus. bank. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the bus. / prs. svs. cat. offering bus. ins. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the bus. / prs. svs. cat. offering acc. and hth. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the bus. / prs. svs. cat. offer. life ins. and pens..: pen., operating models and ptr. mkt. shares
• Trade assocs. in the bus. / prs. svs. cat. offering pers. gen. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the const. / eng. cat. offering bus. bank. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the const. / eng. cat. offering bus. ins. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the const. / eng. cat. offering acc. and hth. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the const. / eng. cat. offering life ins. and pens..: pen., operating models and ptr. mkt. shares
• Trade assocs. in the const. / eng. cat. offering pers. gen. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the fd. / dnk. / hth. cat. offering bus. bank. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the fd. / dnk. / hth. cat. offering bus. ins. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the fd. / dnk. / hth. cat. offering acc. and hth. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the fd. / dnk. / hth. cat. offering pers. gen. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the man. / pack. cat. offering bus. bank. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the man. / pack. cat. offering bus. ins. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the man. / pack. cat. offering acc. and hth. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the man. / pack. cat. offering life ins. and pens..: pen., operating models and ptr. mkt. shares
• Trade assocs. in the man. / pack. cat. offering pers. gen. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the med. / mkt. / ent. cat. offer. bus. bank. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the med. / mkt. / ent. cat. offer. bus. ins. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the med. / mkt. / ent. cat. offer. acc. and hth. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the med. / mkt. / ent. cat. offer. life ins. and pens..: pen., op. models and ptr. mkt. shares
• Trade assocs. in the med. / mkt. / ent. cat. offer. pers. gen. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the min. / mns. / uts. cat. offer. bus. bank. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the min. / mns. / uts. cat. offer. bus. ins. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the min. / mns. / uts. cat. offer. acc. and hth. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the retail. / dist. cat. offering bus. bank. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the retail. / dist. cat. offering bus. ins. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the retail. / dist. cat. offering acc. and hth. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the retail. / dist. cat. offering life ins. and pens..: pen., operating models and ptr. mkt. shares
• Trade assocs. in the retail. / dist. cat. offering pers. gen. ins.: pen., operating models and ptr. mkt. shares
• Professional associations offering bus. bank. servs.: pen., operating models and partner market shares
• Professional associations offering bus. ins. servs.: penetration, operating models and partner market shares
• Professional associations offering acc. and hth. ins.: pen., operating models and partner market shares
• Professional associations offering life ins. and pens..: pen., operating models and partner market shares
• Professional associations offering pers. gen. ins.: penetration, operating models and partner market shares
• Trade assocs. in the tech. / tel. cat. offering bus. bank. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the tech. / tel. cat. offering bus. ins. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the tech. / tel. cat. offering acc. and hth. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the tech. / tel. cat. offering pers. gen. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the trans. / tour. cat. offering bus. bank. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the trans. / tour. cat. offering bus. ins. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the trans. / tour. cat. offering acc. and hth. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the trans. / tour. cat. offering life ins. and pens..: pen., operating models and ptr. mkt. shares
• Trade assocs. in the trans. / tour. cat. offering pers. gen. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the other misc. cat. offering bus. bank. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the other misc. cat. offering bus. ins. servs.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the other misc. cat. offering acc. and hth. ins.: pen., operating models and ptr. mkt. shares
• Trade assocs. in the other misc. cat. offering life ins. and pens..: pen., operating models and ptr. mkt. shares
• Trade assocs. in the other misc. cat. offering pers. gen. ins.: pen., operating models and ptr. mkt. shares