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市場調查報告書

英國的汽車、故障維修保險市場上的親和性、夥伴關係行銷

Affinity and Partnership Marketing in UK Motor and Breakdown Recovery Insurance

出版商 Finaccord Ltd. 商品編碼 119153
出版日期 內容資訊 英文 152 pages
商品交期: 最快1-2個工作天內
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英國的汽車、故障維修保險市場上的親和性、夥伴關係行銷 Affinity and Partnership Marketing in UK Motor and Breakdown Recovery Insurance
出版日期: 2015年06月01日 內容資訊: 英文 152 pages
簡介

本報告提供英國的汽車、故障維修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

  • 英國的汽車、故障維修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
  • 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
  • 不動產
  • 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
  • 郵局以及其他

圖表

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目錄

Finaccord's report titled Affinity and Partnership Marketing in UK Motor and Breakdown Recovery Insurance represents the most detailed research ever undertaken on this sector. 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 motor and breakdown recovery insurance across a range of distributor categories.

These include: automotive manufacturers; banks; building societies; charities; friendly societies; internet, media and telecoms entities; online aggregators and brokers; professional associations; retailers; trade associations; and trade unions. Moreover, the PartnerBASE™ database that accompanies the report provides the granular detail behind the analysis, detailing each of well over 500 affinity and partnership marketing initiatives traced by Finaccord in this sector.

In addition, the analysis identifies not only the providers of motor and breakdown 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 motor and breakdown recovery 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 motor and breakdown recovery 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 motor and breakdown recovery 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 motor and breakdown recovery insurance.

Note that in this report, motor insurance is defined as policies sold to consumers owning standard cars. As such, it excludes motor insurance for business customers (consideration of which is instead included in the sister report and database titled Affinity and Partnership Marketing in UK Commercial Non-Life Insurance) and niche vehicle-related insurance such as GAP and tyre insurance. Moreover, it also excludes insurance for caravans, classic cars, mopeds, motor cycles and vans, plus short-term motor insurance policies, each of which are covered in a separate series of studies for which the series prospectus can be seen here. However, it includes telematics-enabled car insurance.

In a similar vein, the definition of breakdown recovery insurance is roadside assistance contracts sold to consumers owning mainstream cars; in the case of insurers (including those defined in the research both as 'underwriters' and as 'tied / multi-tied agents'), this considers cover bundled within wider motor insurance policies. Bundled cover is also the focus in the case of packaged accounts albeit for all other distributor categories, analysis of breakdown recovery 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 2,650 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 motor and breakdown recovery insurance
    • Motor insurance
      • Finaccord's research identified 270 schemes for motor insurance involving an external partner.
      • Most affinity schemes are organised via an external intermediary, not directly with an underwriter
      • Three organisations are ranked in the top eight for both the weighted and unweighted analysis
      • In the unweighted analysis, the leading provider secures its position through 38 partnerships
      • BISL is the market leader in the weighted analysis by virtue of its deals with large organisations.
    • Breakdown recovery insurance
      • Over 220 affinity schemes exist for breakdown recovery insurance - not far behind motor
      • Provision rates exceed one third of organisations researched in seven out of 19 distributor categories
      • Over a half of relationships have been set up directly with a single, external assistance company
      • RAC and the AA hold a similar number of distribution partnerships overall.
      • Key new deals and renewals, Q2 2010 to Q3 2012

3.0 NOT-FOR-PROFIT AFFINITY PARTNERS

  • Charities
    • Introduction
      • The websites of the National Trust and Great Ormond Street Hospital attract the most UK traffic
    • Analysis of partnerships
      • Motor insurance is promoted by a reasonably significant number of charities
      • Gallagher Heath provides motor insurance to a number of medical charities
      • By weighted share of partnerships, RSA emerges as the sector leader
      • Few charities promote breakdown recovery insurance on a stand-alone basis
      • Both Aria Assistance and AXA Assistance hold significant partnerships
  • Lifestyle organisations
    • Introduction
      • The category of lifestyle organisations embraces a diverse range of entities
    • Analysis of partnerships
      • All schemes set up by lifestyle organisations are run through a single, external broker
      • Vantage Insurance Services runs the program contributing the highest weighted share
      • Three lifestyle organisations have established schemes for breakdown recovery insurance
      • RAC holds the partnership that is likely to be most important in this arena
  • 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 motor insurance
      • Parliament Hill runs member benefit schemes on behalf of over 30 professional associations.
      • Other distribution deals with professional associations are spread thinly across several competitors
      • The provision rate for breakdown recovery insurance is the same as for motor insurance
      • By weighted share of partnerships, RAC and the AA are ranked second and third respectively
  • 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 motor insurance.
  • Trade associations
    • Introduction
      • Finaccord has extended its coverage in this category to a total of 700 associations
    • Analysis of partnerships
      • 28 trade associations offer personal motor insurance to the employees of their member companies.
      • By weighted share of partnerships, Towergate emerges as the dominant provider
      • More trade associations intermediate breakdown recovery insurance than do personal motor insurance
      • The duo of HMCA and Autohome Assistance lead the sector both on unweighted and weighted terms
  • Trade unions
    • Introduction
      • There are around 6.4 million trade union members in the UK
    • Analysis of partnerships
      • A significant number of trade unions include motor insurance among offers made to members
      • By weighted share of partnerships, LV= is the leading provider in this field.
      • Aviva is especially strong among trade unions originating from the education sector
      • Trade unions show less enthusiasm for promoting stand-alone breakdown recovery insurance
      • Two providers each hold four relationships although one of these has a much higher weighted share
  • Universities
    • Introduction
      • The Open University's website attracts more UK traffic than that of any other UK-based university
    • Analysis of partnerships
      • Schemes for selling motor insurance to current or former university alumni are almost non-existent.

4.0 FINANCIAL PARTNERS

  • Banks
    • Introduction
      • Several challenger banks have emerged to compete with the major incumbents.
    • Analysis of partnerships
      • Banks are most likely to be using a single, external broker as a provider of motor insurance
      • Six companies hold two or more distribution deals with retail banking brands.
      • Only one bank intermediates breakdown recovery insurance on a stand-alone basis
  • Building societies
    • Introduction
      • Mergers and acquisitions have caused the number of extant building society brands to shrink to
    • Analysis of partnerships
      • Only a minority of building societies have an arrangement for selling motor insurance.
  • Credit unions
    • Introduction
      • Total membership across around 400 credit unions in the UK now exceeds 1 million.
      • The websites of two London-based credit unions pull in the most online visitors from the UK
    • Analysis of partnerships
      • Several of the larger credit unions adhere to a scheme for distributing motor insurance.
  • Friendly societies
    • Introduction
      • Finaccord's research covers 25 of the larger friendly societies in the UK.
    • Analysis of partnerships
      • Using its captive broker, one friendly society sources motor insurance from an external underwriter.
  • Insurers
    • Introduction
      • Over 70 insurance underwriting brands can be broken down into four main sub-categories
    • Analysis of partnerships
      • 11 out of 35 insurance brands that are used to sell motor policies do not underwrite cover themselves
      • Great Lakes Reinsurance (UK) benefits from its partnerships with three major online insurance brands
      • Most underwriters of motor insurance work with an external or captive provider of breakdown cover
  • 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
      • BeatThatQuote.com and Hastings Insurance Services appear to hold the most worthwhile partnerships
      • Five entities in this category work with an external underwriter or broker for breakdown cover
  • Packaged accounts
    • Introduction
      • The number of customers with a packaged account has grown rapidly in recent years
    • Analysis of partnerships
      • Two thirds of packaged accounts incorporate bundled breakdown recovery insurance
  • Specialised lenders
    • Introduction
      • The category of specialised lenders includes a variety of different types of institution
    • Analysis of partnerships
      • Only a couple of initiatives for motor insurance are visible in this partner category

5.0 COMMERCIAL PARTNERS

  • Automotive associations
    • Introduction
      • In addition to the AA and RAC, six other organisations fall within this partner category
    • Analysis of partnerships
      • Both the AA and RAC adhere to hybrid models for selling different types of motor insurance
      • Unsurprisingly, all automotive associations act as providers of breakdown recovery insurance
      • By weighted share of partnerships, Green Flag and RAC emerge as the dominant providers
  • Automotive manufacturers
    • Introduction
      • Among automotive manufacturers, four German brands attract the most UK-based traffic to their websites
    • Analysis of partnerships
      • 49 out of 55 automotive manufacturer brands have arranged a scheme for motor insurance
      • Original Insurance Services has had a significant impact on partnership dynamics in this category.
      • In total, 19 providers of motor insurance claim at least one relationship with a manufacturer brand.
      • Only five out of 55 manufacturer brands have no arrangement for breakdown recovery insurance
      • Three providers of breakdown cover are almost entirely dominant by weighted share of partnerships
  • Coalition loyalty schemes and frequent flyer programs
    • Introduction
      • The websites of four loyalty schemes are ranked in the top 5,000 by number of UK visitors
    • Analysis of partnerships
      • Three loyalty schemes allow members to earn 'currency' by purchasing motor insurance
      • Members of both Maximiles and treatstreet can buy breakdown recovery insurance from RAC
  • 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
      • Countrywide Insurance Services advertises motor policies as a peripheral element of its proposition
  • Football and rugby clubs
    • Introduction
      • The research investigates a total of 76 professional football and rugby clubs
    • Analysis of partnerships
      • Comparatively few football or rugby clubs act as affinity partners for motor insurance
  • Internet, media and telecoms entities
    • Introduction
      • This category embraces many organisations with extremely high UK website rankings.
    • Analysis of partnerships
      • All initiatives in this category are run via external aggregators or brokers
      • In weighted terms, lovemoney.com and Moneysupermarket.com hold partnerships with strong potential
      • Five providers have concluded deals for breakdown recovery insurance in this category
  • Online price comparison providers
    • Introduction
      • PriceRunner and mySupermarket.co.uk run the websites attracting the most UK-based visitors
    • Analysis of partnerships
      • The presence of online price comparison providers has diminished substantially in recent years
  • Retailers
    • Introduction
      • Among retail brands, Amazon's website attracts the most UK traffic, followed by those of Tesco and Argos
    • Analysis of partnerships
      • Tesco is unique in running both a joint venture underwriter and its own aggregator
      • Brightside Group's Commercial Vehicle Direct Insurance Services works with two major retail brands.
      • In its first full year, Tesco Underwriting secured gross premiums written of more than GBP 650 million
      • Tesco Compare has had difficulty in achieving both scale and profitability in the aggregation market
      • Eight retail brands offer breakdown recovery insurance on a stand-alone basis
  • The Post office and other major brands
    • Introduction
      • Several major organisations are considered separately as they do not fit easily in the other categories
      • Among these, the website of the Post Office pulls in the most UK visitors, followed by that of Saga
    • Analysis of partnerships
      • Three of the five organisations covered are significant distributors of motor insurance
      • AFFINITY AND PARTNERSHIP MARKETING IN UK MOTOR AND BREAKDOWN RECOVERY 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 motor insurance in the UK: penetration by category of partner
  • Affinity and partnership marketing schemes for motor insurance in the UK: operating models
  • Affinity and partnership marketing schemes for motor insurance in the UK: unweighted and weighted provider share of partnerships
  • Affinity and partnership marketing schemes for breakdown recovery insurance in the UK: penetration by category of partner
  • Affinity and partnership marketing schemes for breakdown recovery insurance in the UK: operating models
  • Affinity and partnership marketing schemes for breakdown recovery insurance in the UK: unweighted and weighted provider share of partnerships

3.0 NOT-FOR-PROFIT AFFINITY PARTNERS

  • Charities offering motor insurance: provision rates and operating models
  • Charities offering motor insurance: unweighted and weighted provider share of partnerships
  • Charities offering breakdown recovery insurance: provision rates and operating models
  • Charities offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Lifestyle organisations offering motor insurance: provision rates and operating models
  • Lifestyle organisations offering motor insurance: unweighted and weighted provider share of partnerships
  • Lifestyle organisations offering breakdown recovery insurance: provision rates and operating models
  • Lifestyle organisations offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Top 40 professional associations in the UK ranked by member numbers, 2012 (table)
  • Professional associations offering motor insurance: provision rates and operating models
  • Professional associations offering motor insurance: unweighted and weighted provider share of partnerships
  • Professional associations offering breakdown recovery insurance: provision rates and operating models38
  • Professional associations offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Sports organisations offering motor insurance: provision rates and operating models
  • Sports organisations offering motor insurance: unweighted and weighted provider share of partnerships 43
  • Sports organisations offering breakdown recovery insurance: provision rates and operating models
  • Sports organisations offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Top 80 trade associations in the UK ranked by member numbers, 2012 (table)
  • Top 80 trade associations in the UK ranked by member numbers, 2012 (table) (continued)
  • Trade associations offering motor insurance: provision rates and operating models
  • Trade associations offering motor insurance: unweighted and weighted provider share of partnerships
  • Trade associations offering breakdown recovery insurance: provision rates and operating models
  • Trade associations offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Top 40 trade unions in the UK ranked by member numbers, 2012 (table)
  • Trade unions offering motor insurance: provision rates and operating models
  • Trade unions offering motor insurance: unweighted and weighted provider share of partnerships
  • Trade unions offering breakdown recovery insurance: provision rates and operating models
  • Trade unions offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Universities offering motor insurance: provision rates and operating models
  • Universities offering breakdown recovery insurance: provision rates and operating models
  • Universities offering breakdown recovery insurance: unweighted and weighted provider share of partnerships

4.0 FINANCIAL PARTNERS

  • Banks offering motor insurance: provision rates and operating models
  • Banks offering motor insurance: unweighted and weighted provider share of partnerships
  • Banks offering breakdown recovery insurance: provision rates and operating models
  • Building societies offering motor insurance: provision rates and operating models
  • Building societies offering motor insurance: unweighted and weighted provider share of partnerships
  • Credit unions offering motor insurance: provision rates and operating models
  • Credit unions offering motor insurance: unweighted and weighted provider share of partnerships
  • Friendly societies offering motor insurance: provision rates and operating models
  • Friendly societies offering breakdown recovery insurance: provision rates and operating models
  • Insurers offering motor insurance: provision rates and operating models
  • Insurers offering motor insurance: unweighted and weighted provider share of partnerships
  • Insurers offering breakdown recovery insurance: provision rates and operating models
  • Insurers offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Online aggregators and brokers offering motor insurance: provision rates and operating models
  • Online aggregators and brokers offering motor insurance: unweighted and weighted provider share of partnerships
  • Online aggregators and brokers offering breakdown recovery insurance: provision rates and operating models
  • Online aggregators and brokers offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Packaged accounts offering breakdown recovery insurance: provision rates and operating models
  • Packaged accounts offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Specialised lenders offering motor insurance: provision rates and operating models
  • Specialised lenders offering motor insurance: unweighted and weighted provider share of partnerships

5.0 COMMERCIAL PARTNERS

  • Automotive associations offering motor insurance: provision rates and operating models
  • Automotive associations offering motor insurance: unweighted and weighted provider share of partnerships
  • Automotive associations offering breakdown recovery insurance: provision rates and operating models
  • Automotive associations offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Automotive manufacturers offering motor insurance: provision rates and operating models
  • Automotive manufacturers offering motor insurance: unweighted and weighted provider share of partnerships
  • Automotive manufacturers offering breakdown recovery insurance: provision rates and operating models
  • Automotive manufacturers offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Coalition loyalty schemes and frequent flyer programs offering motor insurance: provision rates and operating models
  • Coalition loyalty schemes and frequent flyer programs offering motor insurance: unweighted and weighted provider share of partnerships
  • Coalition loyalty schemes and frequent flyer programs offering breakdown recovery insurance: provision rates and operating models
  • Coalition loyalty schemes and frequent flyer programs offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Estate agency and property service firms offering motor insurance: provision rates and operating models
  • Football and rugby clubs offering motor insurance: provision rates and operating models
  • Football and rugby clubs offering motor insurance: unweighted and weighted provider share of partnerships
  • Internet, media and telecoms entities offering motor insurance: provision rates and operating models
  • Internet, media and telecoms entities offering motor insurance: unweighted and weighted provider share of partnerships
  • Internet, media and telecoms entities offering breakdown recovery insurance: provision rates and operating models
  • Internet, media and telecoms entities offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Online price comparison providers offering motor and breakdown recovery insurance: provision rates and operating models
  • Retailers offering motor insurance: provision rates and operating models
  • Retailers offering motor insurance: unweighted and weighted provider share of partnerships
  • Retailers offering breakdown recovery insurance: provision rates and operating models
  • Retailers offering breakdown recovery insurance: unweighted and weighted provider share of partnerships
  • Partnerships of the Post Office and other major brands offering motor and breakdown recovery insurance
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