UK Insurance Aggregators 2017
Region:Europe
Product Code:GDF0015IA
April 2017
46
About the Report
UK Insurance Aggregators 2017
Summary
"UK Insurance Aggregators 2017", explores consumer purchasing behaviour through price comparison sites and how it is changing. It discovers what is most influential to customers when selecting a policy through the channel and reveals the brand strategies of the four leading sites. Their distinct approach to advertising is also highlighted, as well as key factors that will influence the market over the coming years, including regulation and new technology.
Aggregators remain a prominent route to market for private motor cover (the insurance product primarily established in the aggregator space) and to a lesser extent home insurance, travel insurance, and pet insurance and SME cover in turn. Growth is expected in the number of consumers turning to these platforms for cheap policies-although popularity is closely tied to the ebb and flow of rate movement driving shop-around behavior. As per our General Insurance Consumer Survey, aggregators are losing share of personal lines product distribution and are being utilized less for other purposes, such as research. However, the number of customers opting to switch provider at the end of a policy is increasing, and it is these consumers who would be most inclined to resort to aggregators to find a different policy.
Scope
The main four aggregators have reported an improved year-on-year financial performance.
Aggregators are receiving less web traffic despite continued investment in promotional activities.
The big four have all launched new marketing campaigns despite their advertising expenditure continuing to fluctuate across the board.
Over half of pet insurance customers now purchase through a price comparison website.
Reasons to buy
Adapt your distribution strategy to ensure it still meets customer purchasing behavior.
Ensure you remain competitive as new innovations revolutionize the consumer purchasing journey.
Be informed of how new technology could impact the aggregator channel over the next few years.
Scope of the Report
Products
Companies
Table of Contents
Table of Contents
1. EXECUTIVE SUMMARY 3
1.1. Aggregators remain relevant despite a decline in footprint 3
1.2. Key findings 3
1.3. Critical success factors 3
2. THE AGGREGATOR MARKET 9
2.1. Introduction 9
2.1.1. Defining aggregators and their purpose 9
3. CHANNEL IMPACT 10
3.1. Mapping the aggregator customer 10
3.1.1. Aggregator influence is tailing off despite signs of growth 10
3.1.2. Continued growth of the direct channel indicates reduced aggregator usage 11
3.1.3. Aggregators are progressing despite a decline in distribution share 12
3.2. Aggregator use is primarily decided on familiarity 15
3.2.1. Customers remain loyal to an aggregator they are familiar with 15
3.2.2. Customer acquisition for smaller and newer comparison sites is a mountain to climb 15
3.2.3. Price is essential to influencing customer purchases on aggregators 17
3.2.4. Almost two thirds of consumers do not look past the top five quotes on an aggregator 18
4. THE OVERALL PICTURE OF THE FOUR MAIN PROVIDERS 20
4.1. Aggregators need to vary their approach to the market 20
4.1.1. Comparethemarket.com and Moneysupermarket.com are the most dominant 20
4.1.2. Confused.com offers consumers the cheapest average premium price 21
4.2. Comparethemarket.com's revenues hit record heights 22
4.2.1. Comparethemarket.com enjoys record half-year sales 22
4.2.2. Comparethemarket.com focuses on the characterization of the brand 22
4.3. Moneysupermarket.com reports strong insurance growth 23
4.3.1. Moneysupermarket.com recorded a strong financial performance in 2016 23
4.3.2. New investment in consumer tech aims to create more business opportunities 23
4.3.3. Moneysupermarket.com announces new GP partnership with Thomas Cook 24
4.3.4. Moneysupermarket.com's television ads have not been well received 26
4.4. Confused.com benefits from increased market competition and a refreshed advertising strategy 26
4.4.1. A competitive car market has helped improve Confused.com's financial performance 26
4.4.2. Confused.com has benefited from an increase in car sales and insurance premiums 27
4.4.3. Confused.com looks to revive its ad campaigns with the use of James Corden 27
4.5. Gocompare.com profits jump after Gio Compario reintroduction 28
4.5.1. Gocompare.com reports higher revenues and an increase in customer interactions 28
4.5.2. The return of Gio Compario sparks renewed interest in the site 29
5. MARKETING AND PROMOTIONAL ACTIVITY 30
5.1. Aggregators are seeing the effects of their advertising waver 30
5.1.1. The main four providers are seeing a decrease in web traffic 30
5.1.2. Total advertising expenditure fluctuates across the four main providers 31
5.1.3. Aggregator advertising has more of a positive impact on consumers 32
5.1.4. Comparethemarket.com has moved away from television advertising 33
5.1.5. Moneysupermarket.com continues to favor television adverting 34
5.1.6. 2016 saw Gocompare.com significantly reduce its advertising expenditure 35
5.1.7. Confused.com is seeking to drive brand awareness more than specific products 36
6. THE MARKET GOING FORWARD 38
6.1. Technology encourages window shopping in the aggregator space 38
6.1.1. Consumers often fail to follow through with a purchase on an aggregator platform 38
6.1.2. Aggregators can utilize connections to customer data to improve convenience 38
6.1.3. New digital insurance players set an example, offering more customer empowerment 40
6.1.4. Brolly's AI advisory model has potential for the aggregator market 41
6.1.5. PolicyGenius shows how to provide consumers with a more personal touch 41
6.2. Regulation seeks to improve aggregator competition 42
6.2.1. CMA renews investigation into insurance aggregator conflicts 42
6.2.2. A revamp of the initial application procedure could help mitigate underinsurance 43
7. APPENDIX 44
7.1. Abbreviations and acronyms 44
7.2. Definitions 44
7.2.1. Home insurance 44
7.2.2. Pet insurance 44
7.3. Methodology 44
7.3.1. Primary sources 44
7.3.2. Secondary sources 45
7.4. Further reading 45
Research Methodology
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