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市場調查報告書

英國的家產、住宅事故保險市場上的親和性、夥伴關係行銷

Affinity and Partnership Marketing in UK Household and Home Emergency Insurance

出版商 Finaccord Ltd. 商品編碼 119150
出版日期 內容資訊 英文 133 Pages
商品交期: 最快1-2個工作天內
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英國的家產、住宅事故保險市場上的親和性、夥伴關係行銷 Affinity and Partnership Marketing in UK Household and Home Emergency Insurance
出版日期: 2015年06月01日 內容資訊: 英文 133 Pages
簡介

本報告提供英國的家產保險、住宅事故保險市場上的親和性、夥伴關係行銷的實例詳細調查分析、聯盟報價的類型、運用模式、普及率、市場佔有率等彙整資料,為您概述為以下內容。

摘要整理

第1章 簡介

第2章 市場概要

  • 英國的家產、住宅事故保險市場上的親和性、夥伴關係

第3章 非營利親和性群組

  • 慈善機構
  • 生活方式組織
  • 專業協會
  • 運動組織
  • 產業團體
  • 工會
  • 大學

第4章 金融合作夥伴

  • 銀行
  • 住宅金融工會
  • 信用合作社
  • 共濟工會
  • 保險公司
  • 線上整合業者、仲介
  • 封裝帳號
  • 專門貸款業者

第5章 商業組織

  • 汽車協會
  • 汽車製造商
  • 點數、卡片及里程服務
  • 房地產業者
  • 足球及橄欖球俱樂部
  • 網際網路、媒體、通訊相關組織
  • 線上價格比較供應商
  • 零售業者
  • 公共事業企業
  • 郵局以及其他

圖表

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目錄

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 the latest series of publications. Drawing on the results of a survey of 2,555 organisations, the report analyses the penetration, operating models and provider share of relationships 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 agency and property services firms; housing associations; internet, media and telecoms entities; online aggregators and brokers; professional associations; retailers; trade unions; and utilities and gas boiler manufacturers. Moreover, the PartnerBASE™ database that accompanies the report provides the granular detail behind the analysis, detailing each of more than 450 affinity and partnership marketing initiatives traced by Finaccord in this sector.

In addition, the analysis identifies not only the providers of household and home emergency insurance with the most partnerships (overall, and within each category) but also computes 'weighted provider shares of partnerships' in order to highlight the providers that are likely to hold the most valuable relationships given the characteristics of their partners.

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;
  • gain access to research that chronicles the vast majority of affinity and partnership marketing opportunities in these two areas;
  • understand not only which providers have secured the most partnerships but which are likely to hold the most valuable deals for each of household and home emergency insurance;
  • benchmark the competitive position of your own organisation in affinity and partnership marketing and spot opportunities for displacing rivals;
  • plan your future affinity and partnership marketing strategy in household and home emergency insurance armed with the best market and competitor intelligence available on this subject.

Together, the report and PartnerBASE™ database will provide you with the definitive guide to current and potential affinity and partnership marketing opportunities in UK household and home emergency insurance.

Note that in this report, household insurance is defined as policies sold to consumers for risks associated with their main residence protecting buildings and / or contents. As such, it excludes policies specifically for holiday and second homes, cover for buy-to-let properties owned by landlords and contents insurance specifically for students, each of which are covered in a separate series of studies for which the series prospectus can be seen here.

In a similar vein, the definition of home emergency insurance refers to policies sold to private households in order to help with one or more types of home-related problem. These include the following main risks: the malfunctioning or failure of gas boilers, gas supply pipes and gas central heating systems; problems associated with plumbing, drainage or water supply pipes; and electrical emergencies and breakdowns apart from breakdowns related to individual household appliances (such as a problem with a washing machine).

In the case of insurers (including those defined in the research both as 'underwriters' and as 'tied / multi-tied agents'), the research considers cover bundled within wider household insurance policies. Bundled cover is also the focus in the case of packaged accounts albeit for all other distributor categories, analysis of home emergency insurance is limited to stand-alone policies only.

Table of Contents

0.0 EXECUTIVE SUMMARY

1.0 INTRODUCTION

  • Background
    • Rationale
      • Affinity and partnership marketing remains an important, strategic topic for financial institutions
  • Methodology
    • Organisations investigated
      • Finaccord's research covers a total of 2,555 actual and potential partner organisations
    • Calculation of weighted provider share of partnerships
      • Finaccord's methodology identifies providers that are likely to hold the most valuable relationships
  • Definitions
    • Financial products
    • Operating models
    • PartnerBASE syntax
  • Finaccord
    • UK affinity and partnership marketing publications
    • UK consumer research publications

2.0 MARKET OVERVIEW

  • Affinities and partnerships in UK household and home emergency insurance
    • Household insurance
      • There are close to 400 schemes for household insurance involving an external partner
      • More affinity schemes are organised via an external intermediary than directly with an underwriter
      • Only two organisations are ranked in the top eight in both the unweighted and weighted analysis
      • In the unweighted analysis, RSA secures a leading position through over 50 partnerships...
      • ... while the leader in the weighted analysis is an aggregator, not an underwriter...
      • ... although is followed by UK Insurance and Aviva due to their financial sector partnerships
    • Home emergency insurance
      • The provision rate of home emergency cover is much lower than that for household insurance
      • Over two thirds of relationships have been set up directly with a single, external assistance company
      • AXA Assistance is the leader whether measured by unweighted or weighted share of partnerships

3.0 NOT-FOR-PROFIT AFFINITY PARTNERS

  • Charities
    • Introduction
      • The websites of Age UK and the RSPB attract particularly high UK-based traffic
    • Analysis of partnerships
      • Household insurance is promoted by over a quarter of charities researched
      • Arthur J Gallagher provides household insurance to a number of medical charities
      • ...making it the segment leader in both unweighted and weighted terms...............................................................
      • Just one charity promotes home emergency insurance on a stand-alone basis
  • Housing associations
    • Introduction
      • Finaccord's coverage extends to entities managing over 60% of total housing association stock in the UK
    • Analysis of partnerships
      • Schemes for tenants' contents insurance have been set up by the vast majority of housing associations...
      • ... with a half of the 50 investigated using that organised by the National Housing Federation
  • Lifestyle organisations
    • Introduction
      • The category of lifestyle organisations embraces a diverse range of entities
    • Analysis of partnerships
      • Household insurance is available from a significant number of lifestyle organisations
      • RSA, UIA and Vantage Insurance Services dominate the weighted analysis of partnerships
  • Professional associations
    • Introduction
      • The combined membership of professional associations comes to just under 4 million
    • Analysis of partnerships
      • Over a third of professional associations have organised a scheme for household insurance
      • The partnerships of Hiscox make it the leader in this category in weighted terms...
      • ... although another competitor leads the unweighted analysis
      • Only one association provides home emergency insurance on a stand-alone basis
  • Sports organisations
    • Introduction
      • This category includes bodies to which individual sports clubs, practitioners and trainers may belong
    • Analysis of partnerships
      • Few sports organisations have established affinity programs for household insurance
      • Trade associations
      • Introduction
      • Finaccord has extended its coverage in this category to over 700 associations
      • Analysis of partnerships
      • 32 trade associations offer household insurance to the employees of their member companies
      • NFU Mutual is ranked second to RGA Underwriting in the weighted analysis
  • Trade unions
    • Introduction
      • There are over 6 million trade union members in the UK
    • Analysis of partnerships
      • Almost a third of trade unions include household insurance among offers made to members
      • By both unweighted and weighted share of partnerships, UIA is the leading provider in this field
      • LV= overtakes Endsleigh in the weighted analysis but Aviva continued to be ranked second
      • One trade union offers home emergency insurance on a stand-alone basis
  • Universities
    • Introduction
      • The Open University's website attracts more UK traffic than that of any other UK-based university
    • Analysis of partnerships
      • Household insurance can be bought by current students or alumni of many universities
      • The supply structure in this distribution category is comparatively concentrated

4.0 FINANCIAL PARTNERS

  • Banks
    • Introduction
      • Several challenger banks have emerged to compete with the major incumbents
    • Analysis of partnerships
      • For household insurance, banks utilise a variety of operating models
      • Eight companies hold two or more distribution deals with retail banking brands
      • Aviva enjoys a narrow lead over Lloyds Bank General Insurance in the weighted analysis
  • Building societies
    • Introduction
      • Mergers and acquisitions have caused the number of extant building society brands to shrink to 49
    • Analysis of partnerships
      • Over three quarters of building societies remain active as distributors of household insurance
      • The tie of UK Insurance with the Nationwide dominates the analysis of weighted partnership shares
  • Credit unions
    • Introduction
      • Total membership across around 360 credit unions in the UK now exceeds 1.17 million...
      • Few credit union websites attract a significant volume of UK-based visitors
    • Analysis of partnerships
      • Only two credit unions adhere to a scheme for distributing household insurance
  • Friendly societies
    • Introduction
      • Finaccord's research covers 25 of the larger friendly societies in the UK
    • Analysis of partnerships
      • Few friendly societies are active in household insurance
      • For home emergency insurance, the picture is even more straightforward
  • Insurers (tied / multi-tied intermediaries)
    • Introduction
      • Over 60 branded intermediaries effectively act as tied or multi-tied agents for insurance products...
      • ... meaning that they also constitute a partnership marketing opportunity
    • Analysis of partnerships
      • A diverse range of operating models is in evidence among entities in this category...
      • ... with partnerships spread quite thinly across a broad array of providers
      • Most entities in this category work with a single external provider for home emergency cover
  • Insurers (underwriters)
    • Introduction
      • Over 80 insurance underwriting brands can be broken down into three main sub-categories
      • Sometimes, insurance underwriting brands distribute the policies of other underwriters or brokers
    • Analysis of partnerships
      • Almost 85% of insurance brands that are used to sell household policies underwrite cover themselves
      • Most active household insurance underwriters work with an external provider of home emergency cover
      • Four competitors have five or more partnerships in this category
  • Online aggregators and brokers
    • Introduction
      • The market for online aggregation and broking has become more concentrated in recent years
    • Analysis of partnerships
      • Most entities in this category have their own search engine but some outsource to external providers...
      • ... with Seopa most prominent in this respect
      • Few entities in this category intermediate stand-alone home emergency insurance policies
  • Packaged accounts
    • Introduction
      • The number of customers with a packaged account grew rapidly following their introduction
      • Regulatory intervention clouded the outlook for a time...
      • ... although the FCA's most recent pronouncements seem relatively mild...
    • Analysis of partnerships
      • A handful of packaged accounts incorporate bundled home emergency insurance
  • Specialised lenders
    • Introduction
      • The category of specialised lenders includes a variety of different types of institution
    • Analysis of partnerships
      • Only two initiatives for household insurance are visible in this partner category
      • ...and only one for home emergency insurance

5.0 COMMERCIAL PARTNERS

  • Automotive associations
    • Introduction
      • In addition to the AA and RAC, nine other organisations fall within this partner category
    • Analysis of partnerships
      • ... most of which are distributors of household insurance
      • Sterling Insurance benefits from its partnership for higher value policies with the AA
      • The AA has been active in the market for home emergency insurance for several years
  • Automotive manufacturers
    • Introduction
      • Among automotive manufacturers, four German brands attract the most UK-based traffic to their websites
    • Analysis of partnerships
      • Only one automotive manufacturer distributes branded household insurance policies
  • Coalition loyalty schemes and frequent flyer programs
    • Introduction
      • Among qualifying entities, Nectar's website attracts the most UK-based online traffic
    • Analysis of partnerships
      • Two loyalty schemes allow members to earn 'currency' by purchasing household insurance
      • Members of Nectar can buy stand-alone home emergency cover from British Gas
  • Estate agency and property service firms
    • Introduction
      • This category includes prominent online estate agency and property portals as well as traditional chains
    • Analysis of partnerships
      • Over two thirds of organisations in this category have an arrangement for promoting household cover...
      • ... with fast-growing Mortgage Advice Bureau claiming the most partnerships
  • Football and rugby clubs
    • Introduction
      • The research investigates a total of 76 professional football and rugby clubs
    • Analysis of partnerships
      • Most football and rugby clubs have lost interest in affinity insurance products, including household insurance
  • Internet, media and telecoms entities
    • Introduction
      • This category embraces many organisations with extremely high UK website rankings
    • Analysis of partnerships
      • Most initiatives in this category are run via external aggregators or brokers
      • Hood Group, lovemoney.com and Moneysupermarket.com all gain prominence in the weighted analysis>...
      • ... although this could diminish if Google extends its comparison service to household insurance
  • Online price comparison providers
    • Introduction
      • Several online price comparison providers offer insurance or financial services product comparisons
    • Analysis of partnerships
      • The presence of online price comparison providers has diminished substantially in recent years
  • Retailers
    • Introduction
      • The research focuses on 80 of the retailer brands with most potential to offer insurance products
    • Analysis of partnerships
      • Schemes for selling household insurance have tended to condense down to the largest retailer brands
      • The gross premiums written of Tesco Underwriting fell by almost one third between 2011 and 2013
  • Utilities and gas boiler manufacturers
    • Introduction
      • Utilities firms have enjoyed considerable success as distributors of home emergency insurance...
      • ... and this is also natural territory for gas boiler manufacturers
    • Analysis of partnerships
      • A narrow majority of firms in this category act as distributors of home emergency insurance

LIST OF GRAPHICS / TABLES

0.0 EXECUTIVE SUMMARY

1.0 INTRODUCTION

  • The affinity and partnership marketing universe
  • Organisations investigated, segmented by broad category

2.0 MARKET OVERVIEW

  • Affinity and partnership marketing schemes for household insurance in the UK: provision rate by category of partner
  • Affinity and partnership marketing schemes for household insurance in the UK: operating models
  • Affinity and partnership marketing schemes for household insurance in the UK: unweighted and weighted provider share of partnerships
  • Affinity and partnership marketing schemes for home emergency insurance in the UK: provision rate by category of partner
  • Affinity and partnership marketing schemes for home emergency insurance in the UK: operating models
  • Affinity and partnership marketing schemes for home emergency insurance in the UK: unweighted and weighted provider share of partnerships

3.0 NOT-FOR-PROFIT AFFINITY PARTNERS

  • Charities offering household insurance: provision rates and operating models
  • Charities offering household insurance: unweighted and weighted provider share of partnerships
  • Charities offering home emergency insurance: provision rates and operating models
  • Housing associations offering household insurance: provision rates and operating models
  • Housing associations offering household insurance: unweighted and weighted provider share of partnerships
  • Lifestyle organisations offering household insurance: provision rates and operating models
  • Lifestyle organisations offering household insurance: unweighted and weighted provider share of partnerships
  • Top 40 professional associations in the UK ranked by member numbers, 2015 (table)
  • Professional associations offering household insurance: provision rates and operating models
  • Professional associations offering household insurance: unweighted and weighted provider share of partnerships
  • Professional associations offering home emergency insurance: provision rates and operating models
  • Sports organisations offering household insurance: provision rates and operating models
  • Sports organisations offering household insurance: unweighted and weighted provider share of partnerships
  • Top 80 trade associations in the UK ranked by member numbers, 2015 (table)
  • Top 80 trade associations in the UK ranked by member numbers, 2015 (table) (continued)
  • Trade associations offering household insurance: provision rates and operating models
  • Trade associations offering household insurance: unweighted and weighted provider share of partnerships
  • Top 40 trade unions in the UK ranked by member numbers, 2015 (table)
  • Trade unions offering household insurance: provision rates and operating models
  • Trade unions offering household insurance: unweighted and weighted provider share of partnerships
  • Trade unions offering home emergency insurance: provision rates and operating models
  • Universities offering household insurance: provision rates and operating models
  • Universities offering household insurance: unweighted and weighted provider share of partnerships

4.0 FINANCIAL PARTNERS

  • Banks offering household insurance: provision rates and operating models
  • Banks offering household insurance: unweighted and weighted provider share of partnerships
  • Building societies offering household insurance: provision rates and operating models
  • Building societies offering household insurance: unweighted and weighted provider share of partnerships
  • Credit unions offering household insurance: provision rates and operating models
  • Credit unions offering household insurance: unweighted and weighted provider share of partnerships
  • Friendly societies offering household insurance: provision rates and operating models
  • Friendly societies offering home emergency insurance: provision rates and operating models
  • Insurers (tied / multi-tied agents) offering household insurance: provision rates and operating models
  • Insurers (tied / multi-tied agents) offering household insurance: unweighted and weighted provider share of partnerships
  • Insurers (tied / multi-tied agents) offering home emergency insurance: provision rates and operating models
  • Insurers (tied / multi-tied agents) offering home emergency insurance: unweighted and weighted provider share of partnerships
  • Insurers (underwriters) offering household insurance: provision rates and operating models
  • Insurers (underwriters) offering household insurance: unweighted and weighted provider share of partnerships
  • Insurers (underwriters) offering home emergency insurance: provision rates and operating models
  • Insurers (underwriters) offering home emergency insurance: unweighted and weighted provider share of partnerships
  • Online aggregators and brokers offering household insurance: provision rates and operating models
  • Online aggregators and brokers offering household insurance: unweighted and weighted provider share of partnerships
  • Online aggregators and brokers offering home emergency insurance: provision rates and operating models
  • Online aggregators and brokers offering home emergency insurance: unweighted and weighted provider share of partnerships
  • Packaged accounts offering home emergency insurance: provision rates and operating models
  • Packaged accounts offering home emergency insurance: unweighted and weighted provider share of partnerships
  • Specialised lenders offering household insurance: provision rates and operating models
  • Specialised lenders offering household insurance: unweighted and weighted provider share of partnerships
  • Specialised lenders offering home emergency insurance: provision rates and operating models

5.0 COMMERCIAL PARTNERS

  • Automotive associations offering household insurance: provision rates and operating models
  • Automotive associations offering household insurance: unweighted and weighted provider share of partnerships
  • Automotive associations offering home emergency insurance: provision rates and operating models
  • Automotive manufacturers offering household insurance: provision rates and operating models
  • Coalition loyalty schemes and frequent flyer programs offering household insurance: provision rates and operating models
  • Coalition loyalty schemes and frequent flyer programs offering household insurance: unweighted and weighted provider share of partnerships
  • Coalition loyalty schemes and frequent flyer programs offering home emergency insurance: provision rates and operating models
  • Estate agency and property service firms offering household insurance: provision rates and operating models
  • Estate agency and property service firms offering household insurance: unweighted and weighted provider share of partnerships
  • Football and rugby clubs offering household insurance: provision rates and operating models
  • Football and rugby clubs offering household insurance: unweighted and weighted provider share of partnerships
  • Internet, media and telecoms entities offering household insurance: provision rates and operating models
  • Internet, media and telecoms entities offering household insurance: unweighted and weighted provider share of partnerships
  • Online price comparison providers offering household insurance: provision rates and operating models
  • Online price comparison providers offering household insurance: unweighted and weighted provider share of partnerships
  • Online price comparison providers offering home emergency insurance: provision rates and operating models
  • Online price comparison providers offering home emergency insurance: unweighted and weighted provider share of partnerships
  • Retailers offering household insurance: provision rates and operating models
  • Retailers offering household insurance: unweighted and weighted provider share of partnerships
  • Utilities and gas boiler manufacturers offering household insurance: provision rates and operating models
  • Utilities and gas boiler manufacturers offering home emergency insurance: provision rates and operating models
  • Utilities and gas boiler manufacturers offering home emergency insurance: unweighted and weighted provider share of partnerships
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