Abstract
Finaccord' s report titled Affinity and Partnership Marketing in UK Household
and Home Emergency Insurance represents the most detailed research ever
undertaken on this sector and is one of seven studies in a new series of
publications. Drawing on the results of a survey of 2,500 organisations, the
report analyses the penetration, operating models and partner market shares of
affinity and partnership marketing schemes for household and home emergency
insurance across a range of distributor categories.
These include banks, building societies, charities, estate agents, friendly
societies, Internet, media and telecoms entities, on-line aggregators and
brokers, professional associations, retailers and trade unions. Moreover, the
PartnerBASE™ database that accompanies the report provides the granular
detail behind the analysis, detailing each of almost 500 affinity and
partnership marketing initiatives traced by Finaccord in this sector.
You may be able to use this report and associated PartnerBASE™ database
in one or more of the following ways:
- drill down into the detail lying behind affinity and partnership marketing
schemes for household and home emergency insurance in the UK;
- gain access to research that chronicles the vast majority of affinity
marketing opportunities in household and home emergency insurance;
- benchmark the competitive position of your own organisation in affinity and
partnership marketing of household and home emergency insurance and spot
opportunities for displacing rivals;
- gain a wider perspective from learning about recent innovations in
partnership marketing of insurance in continental Europe and Ireland;
- plan your future affinity and partnership marketing strategy for household
and home emergency insurance armed with the best market and competitor
intelligence available on this subject.
Table of Contents
0.0 EXECUTIVE SUMMARY
- Research background and structure
- Over a half of organisations surveyed in 12 sub-categories offer household
insurance
- … with the vast majority of programs identified now utilising a
brokerage operating model
- … albeit the leading providers in the affinity marketplace include
underwriters as well as brokers
- Almost all schemes for home emergency insurance are placed directly with
the ultimate provider
- … with the duo of Homeserve and Inter Partner Assistance continuing
to hold most partnerships
- A variety of competitors are well-placed to profit from the likely future
trends in affinity marketing
- … and there is scope for comparing developments in the UK with
those in continental Europe
1.0 INTRODUCTION
- Finaccord
- UK affinity and partnership marketing publications
- Other UK consumer research publications
- PartnerBASE™
- Definitions
- Rationale
- The channels used to distribute financial products and services in the UK
continue to proliferate
- … with on-line affinity and partnership marketing having growing
rapidly in importance of late
- Methodology
2.0 MARKET OVERVIEW
- Affinities and partnerships in UK household and home emergency insurance
- Finaccord' s research identifies 445 current affinity schemes for promoting
household insurance
- … of which over a half are now based around brokerage or ' open
architecture' solutions
- Outside of the insurer and utilities channels, schemes for home emergency
ins. remain rare
- The duo of Homeserve / Inter Partner Assistance remain dominant in terms
of number of deals
3.0 NOT-FOR-PROFIT AFFINITY GROUPS
- 3.1 Charities
- Introduction
- Analysis of partnerships
- Household insurance sold through charities works best when there is a
clear rationale
- … although pure revenue generation can be an objective in its own
right
- Only Help the Aged' s intune has organised stand-alone home emergency
insurance
- intune' s main target market is the affluent over-50 age group served by
Saga
- … and the company is interested in working with suppliers that
fulfil a variety of criteria
- intune is employing a multi-channel distribution strategy including the
charity' s high street outlets
- … as it seeks to reach an operating profit of £15 million
per annum by 2012
- 3.2 Educational institutions
- Introduction
- Analysis of partnerships
- Affinity and partnership marketing through educational institutions
focuses on three main areas
- Endsleigh has strengthened its position as the leading provider of
student contents insurance
- 3.3 Professional associations
- Introduction
- Analysis of partnerships
- … with Parliament Hill having expanded its roster of member
benefits clients to 11 associations
- 3.4 Sports organisations
- 3.5 Trade associations
- Introduction
- Analysis of partnerships
- Personal lines are sometimes offered as a ‘carry over’ from
commercial insurance schemes
- … which signifies that this is a field in which relationships are
dominated by insurance brokers
- 3.6 Trade unions
- Introduction
- Analysis of partnerships
- LV=, Norwich Union and UIA are the foremost providers of home insurance
to trade unions
- … although a number of unions prefer to collaborate with
companies outside of the leading trio
- 3.7 Other not-for-profit affinity groups
- Introduction
- Lifestyle organisations
- A number of schemes for household insurance are in evidence among
lifestyle organisations
- Political parties
- Only the Liberal Democrats have an affinity scheme up and running for
household insurance
4.0 FINANCIAL PARTNERS
- 4.1 Banks
- Introduction
- Analysis of partnerships
- Banks adhere to a variety of operating models for the provision of
household insurance
- … with Norwich Union occupying a clear leadership position in
terms of exclusive ties
- A number of banks underwrite household insurance through captive
insurance units
- … while Junction, which retains its link with Bradford & Bingley,
offers a brokerage alternative
- 4.2 Building societies
- Introduction
- Analysis of partnerships
- Royal & SunAlliance holds the highest number of building society
partnerships
- … the most prominent challengers being Heath Lambert and Norwich
Union
- … although other insurers are also seeking to build their number
of mandates in this sector
- 4.3 Credit cards and premium accounts
- Introduction
- Analysis of partnerships
- Several premium accounts offered by banks in the UK include free home
emergency insurance
- 4.4 Credit unions
- Introduction
- Analysis of partnerships
- Heath Lambert accesses the credit union market as the approved supplier
of CUNA Mutual
- 4.5 Friendly societies
- Introduction
- Analysis of partnerships
- Only a handful of friendly societies offer household insurance to their
customers
- 4.6 Insurance companies
- Introduction
- Analysis of partnerships
- BDML Connect, Heath Lambert and Norwich Union each lay claim to two or
more deals
- The duo of Homeserve and Inter Partner Assistance are used by most
household insurers
- 4.7 On-line aggregators and brokers
- Introduction
- Analysis of partnerships
- Junction / comparethemarket.com and Insurancewide.com are the foremost
protagonists
- … although a clutch of other entities are also active as
quotation system providers in this sector
- Only two entities in this category have introduced stand-alone home
emergency insurance
- 4.8 Specialised lenders
- Introduction
- Analysis of partnerships
- Household insurance is distributed by a quarter of the specialised
lenders surveyed
5.0 COMMERCIAL ENTITIES
- 5.1 Airlines
- Introduction
- Analysis of partnerships
- Only Ryanair is attempting to stretch its brand into household insurance
- 5.2 Automotive associations
- Introduction
- Analysis of partnerships
- The partnership between the csma and LV= has been in place for over 80
years
- 5.3 Automotive dealers, repair shops and supermarkets
- Introduction
- Analysis of partnerships
- Many automotive dealerships owe their survival to revenues derived from
financial services
- … although with one significant exception, household insurance
does not enter the equation
- 5.4 Automotive manufacturers
- Introduction
- Analysis of partnerships
- Among automotive manufacturing brands, only BMW is active in marketing
household insurance
- The new products are designed to re-enforce customer loyalty to the BMW
brand
- BMW' s affinity marketing partners were selected for three main reasons
- 5.5 Cricket and rugby clubs
- Introduction
- Analysis of partnerships
- Cricket and rugby clubs are completely absent from affinity marketing of
household insurance
- … albeit both cricket and rugby attract sponsors from the
financial services sector
- 5.6 Estate agents
- Introduction
- Analysis of partnerships
- Legal & General continues to hold the largest number of exclusive estate
agency partnerships
- … although AXA Insurance is the sole provider of to the UK' s
largest estate agency chain
- A number of estate agents utilise intermediaries affiliated to Zurich' s
Openwork network
- Most on-line estate agency portals prefer to carry adverts rather than
acting as affinity partners
- 5.7 Football clubs
- Introduction
- Analysis of partnerships
- Affinity propositions in home insurance continue to be limited to a
fairly small number of clubs
- … with Endsleigh having emerged as the main protagonist by means
of its links with four clubs
- 5.8 Internet, media and telecoms entities
- Introduction
- Analysis of partnerships
- Insurancewide.com and Moneysupermarket.com account for a majority of
media affinities
- … although Confused.com is one of a number of players that is
also exploring this arena
- 5.9 On-line price comparison providers
- Introduction
- Analysis of partnerships
- A number of on-line price comparison providers offer own-brand insurance
searching facilities
- 5.10 Retailers
- Introduction
- Analysis of partnerships
- Many of the UK' s major retailing brands are being leveraged to promote
household insurance
- … although other important retailers have deferred launching into
this market for the time being
- Greenbee will allow the John Lewis Partnership to expand its share of
total client expenditure
- Fit with the values of the John Lewis Partnership has been key to
selection of affinity partners
- B&Q has linked with British Gas HomeCare to promote stand-alone home
emergency insurance
- 5.11 Utilities companies
- Introduction
- Analysis of partnerships
- Only npower is persisting with attempts to market fully-fledged
household insurance
- Homeserve remains the dominant partner of utilities firms for home
emergency insurance
- … although Scottish and Southern Energy has switched to using its
own SSE Home Services
- 5.12 Other commercial entities
- Introduction
- Branded conglomerates
- Saga and Virgin leverage their brands across the full consumer financial
services spectrum
- … with Saga having rolled out a price comparison site for motor
insurance in August 2007
- Loyalty schemes
- The loyalty schemes category extends to a range of diverse travel and
other reward programs
- … with several offering the chance to earn points through
purchase of household insurance
- AIRMILES reconfigures its affinity strategy by forging a new link with
Lloyds TSB
- Delivering memorable experiences continues to be key to the AIRMILES
proposition
- Lloyds TSB hopes to leverage the relationship across a range of
financial services
- AIRMILES has bolstered its range of family-oriented redemption options
- … and is also in the process of rolling out a policy asserting
its ‘green’ credentials
- The Post Office
- The Post Office is seeking to grow its total portfolio of insurance
policies to two million by 2010
6.0 EUROPEAN INNOVATIONS
- Introduction
- Events in affinity and partnership marketing in Europe, 2006 and 2007
- Winter 2006
- AEGON expands bancassurance reach in Spain through link with local savings
bank
- Fondiaria SAI firms up link with Banca Popolare di Milano for
bancassurance venture
- Elvia reinforces position in travel insurance sector through new
distribution deals
- Estonian bank diversifies into non-life bancassurance by establishing
captive company
- AIB and Aviva finalise Irish bancassurance deal by combining life
insurance firms
- AXA and Adeslas co-operate for health insurance distribution in Spain
- Cattolica and Banca Lombarda extend life insurance distribution tie to 2010
- French banking and insurance partners pilot Séréna personal
assistance platform
- Spring 2006
- Spanish arm of CIGNA launches health insurance through Travel Club loyalty
program
- Fortis and An Post confirm Irish financial services joint venture
- MACIF and MNRA create affinity programs for small businesses in France
- Mapfre and Caja de Madrid extend scope of co-operation to automotive
finance
- Proteq ties with leading Dutch pharmacy chain for affinity insurance
venture
- ESFG and Crédit Agricole strengthen Portuguese bancassurance ties
- Aon and Delta Lloyd join forces for affinity insurance venture in the
Netherlands
- Summer 2006
- Fondiaria and Capitalia link for non-life bancassurance joint venture in
Italy
- Mondial Assistance renews international assistance contract with Chrysler
Jeep
- Cattolica strengthens strategic bancassurance tie with BPVN in Italy
- CNP launches new permanent disability and long-term care contract with
ASAC-FAPES
- BBVA and Sanitas combine in Spanish health insurance distribution deal
- AXA seals affinity insurance tie with Bertelsmann media club in Germany
- CNP extends major bancassurance deals in France through to end 2015
- Winterthur and Sanitas agree tie for health insurance distribution in
Switzerland
- Europäische expands card-related travel insurance deals in Germany
- Autumn 2006
- Aon Italia rolls out new propositions for professional affinity partner
- AXA buys major Greek bancassurance protagonist for €255 million
- French mutuals tie for retirement savings cross-selling initiative
- BBVA and Willis link for high net worth property insurance venture in Spain
- Uniqa commences bancassurance joint venture in Ukraine with Credo-Classic
- German catalogue retailer commences insurance marketing venture
- AXA replaces Talanx as SEB' s new bancassurance partner in Germany
- CNP' s life assistance arm forges tie with Chèque Domicile in France
- Santander Consumer Bank improves motor insurance offer for German car
buyers
- Winter 2007
- Zurich seals new manufacturer motor insurance deal with Suzuki in Germany
- AEGON forges new bancassurance link with Banca Transilvania in Romania
- … a distribution strategy also pursued by Aviva in the same country
with Finansbank
- CIGNA targets marine sports club members with health insurance proposition
in Spain
- Innovative distribution deals assist Spanish insurer Mapfre at home and
abroad
- French affinity broker launches new insurance policy through AOL link
- AEGON and ERGO tie for pensions cross-selling agreement in Poland
- Mapfre takes 50% stake in Spanish savings bank insurance unit
- Cattolica finalises bancassurance agreement with Banca Popolare di Vicenza
- Mondial Assistance establishes distribution agreement with Sanyres in Spain
- VIVAS Health secures distribution link with Hibernian Direct in Ireland
- Tie with statutory health insurer in Germany pays dividends for HUK Coburg
- Caisses d' Épargne and MACIF roll out individual health insurance
contracts in France
- Generali acquires bancassurance companies in Austria from BAWAG PSK
- Spring 2007
- ADAC and Zurich disclose launch joint venture insurance company in Germany
- Mapfre seals major bancassurance deals with Bankinter and BBVA in Spain
- Folksam and Swedbank initiate new bancassurance collaboration in Sweden
- AXA acquires stakes in Monte dei Paschi di Siena bancassurance firms
- Allianz links with Ferrari for car insurance policies in Germany
- Groupe Caisse d' Épargne and HSBC assume control of French
bancassurance firms
- AIB kicks off on-line motor insurance venture with Hibernian in Ireland
- Fondiaria SAI forges Italian bancassurance joint venture with Banca
Italease
- Summer 2007
- Generali and leading fuel retailer link for affinity tie in German
insurance
- Aviva rolls out a trio of new bancassurance deals in Italy, Poland and
Spain
- AEGON and Mapfre finalise bancassurance agreements with Spanish savings
banks
- Vienna Insurance Group links with OMV in ten countries in Central Europe
- La Caixa buys 50% stake held by Fortis in long-standing Spanish joint
venture
- Deutsche Postbank and Talanx extend German bancassurance link for 15 years
- ACE European Group sets up life company for continental affinity insurance
initiatives
- National Suisse and Coop Bank agree insurance co-marketing initiative
- Sogecap commences bancassurance operations in Bulgaria and Greece
- Groupama initiates link with integrated Internet and telecoms provider in
France
- Intesa Sanpaolo rolls out new approach to bancassurance in domestic market
- Citroën entrusts own-brand road assistance service to Mondial
Assistance
- ING takes control of Greek bancassurance joint venture as a part of ten
year deal
- Royal & SunAlliance targets Eastern Europe and Russia through GDII joint
venture
- Crédit Agricole buys 60% stake in non-life bancassurance entity
from AGF
- Generali and PPF Group commence joint venture deal in Central and Eastern
Europe
- Banco Popolare and Fondiaria SAI finalise new bancassurance joint venture
in Italy
- Autumn 2007
- Zurich links with TomTom for Europe-wide motor insurance distribution
venture
- Mondial Assistance secures international travel insurance ties with
Eurostar and KLM
- Genertel signs affinity insurance agreement with low-cost airline in Italy
- Groupama forges joint venture with software house for co-marketing in
France and abroad
- If P&C plans tie with Finnish retailer' s loyalty program from June 2008
onwards
- Allianz Suisse initiates manufacturer-branded insurance co-operation with
Volkswagen
- Deutsche Postbank secures non-life bancassurance agreement with HUK-Coburg
GRAPHICS / TABLES
- The affinity and partnership marketing universe
- Entities contacted for the research, segmented by broad category
- Affinity and partnership marketing schemes for household insurance in the
UK: penetration by type of partner
- Affinity and partnership marketing schemes for household ins. in the UK:
segmentation by op. model and comp
- Affinity and partnership marketing schemes for home emergency ins. in the
UK: penetration by type of partner
- Affinity and partnership mktg. schemes for home emergency ins. in the UK:
segment. by op. model and comp
- Charities offering household insurance: penetration, operating models and
partner market shares
- Charities offering home emergency insurance through partnerships
- Educational institutions offering student contents ins.: penetration,
operating models and partner market shares
- Ranking of professional associations in the UK by actual or approximate
number of members
- Ranking of professional associations in the UK by actual or approximate
number of members (continued)
- Professional associations offering household ins.: penetration, operating
models and partner market shares
- Ranking of the top 50 trade associations in the UK by actual or
approximate number of members
- Trade associations offering household insurance: penetration, operating
models and partner market shares
- Ranking of trade unions in the UK by actual or approximate number of
members
- Trade unions offering household insurance: penetration, operating models
and partner market shares
- Lifestyle organisations offering household insurance through partnerships
- Political parties offering household insurance through partnerships
- Banks offering household insurance: penetration, operating models and
partner market shares
- Building societies offering household insurance: penetration, operating
models and partner market shares
- Premium accounts incorporating home emergency insurance
- Credit unions offering household insurance: penetration, operating models
and partner market shares
- Friendly societies offering household insurance: penetration, operating
models and partner market shares
- Insurance companies offering household insurance: penetration, operating
models and partner market shares
- Household ins. underwriters offering home emergency ins.: penetration, op.
models and partner market shares
- On-line aggregators and brokers offering household ins.: penetration, op.
models and partner market shares
- On-line aggregators and brokers offering home emergency insurance through
partnerships
- Specialised lenders offering household insurance: penetration, operating
models and partner market shares
- Airlines offering household insurance through partnerships
- Automotive associations offering household insurance through partnerships
- Automotive dealers, repair shops and supermarkets offering household
insurance through partnerships
- Automotive manufacturers offering household insurance through partnerships
- Estate agents offering household insurance: penetration, operating models
and partner market shares
- Football clubs offering household insurance: penetration, operating models
and partner market shares
- Internet, media and telecoms entities offering household ins.:
penetration, op. models and partner mkt. shares
- On-line price comparison providers offering household ins.: penetration,
op. models and partner market shares
- Retailers offering household insurance: penetration, operating models and
partner market shares
- Retailers offering home emergency insurance through partnerships
- Utility companies offering household insurance through partnerships
- Utilities companies offering home emergency ins.: penetration, operating
models and partner market shares
- Branded conglomerates offering household insurance through partnerships
- Loyalty schemes offering household insurance through partnerships
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