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UK Insurance Aggregators 2016

UK Insurance Aggregators 2016

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Executive Summary

New legislation is set to promote switching in a market where fewer customers have been looking to change insurance provider. This promotion of competition and consumer transparency will reinvigorate the aggregator channel and make it more relevant for customers. The use of wide most favored nation clauses has been banned. This will make the aggregator market more competitive as insurers are no longer prohibited from selling a policy for a lower price on another price comparison site or channel. Currently customers show strong loyalty to a particular aggregator, so as aggregators start to differentiate, customers will look to more than one at the point of renewal. Legislation is also looking at improving the purchasing process in order to improve transparency for customers. There will be a greater emphasis on the value of products over the next few years as well as further disclosure for customers at the point of renewal. Well established in the UK, the Big Four price comparison sites are now looking to expand beyond the dominant lines of motor and home insurance, while brand owners are using their expertise to enter international markets. Changing consumer habits incentivize brands to invest in technology (most notably the mobile channel) in order to upgrade their service. The challenge, however, is to keep the service simple in a market where insurers have greater responsibility to obtain information and customers show greater demand for information.

Key Findings

Customers are loyal to their aggregator but not their insurance provider.

Policy price is the key determinant for customers purchasing through an aggregator.

Aggregators are building a connection with customers through advertising.


Verdict Financials UK Insurance Aggregators 2016 explores consumer purchasing behavior 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. New regulation is highlighted, as well as key factors that will influence the aggregator market over the next few years.

Reasons To Buy

Adapt your distribution strategy to ensure it still meets customer purchasing behaviors.Ensure you remain competitive as new innovations revolutionize the consumer purchasing journey.

Be prepared for how regulation will impact the aggregator channel over the next few years.


Aggregators are going through a transitional period

Key findings

Critical success factors



Aggregators are losing relevance for customers

Online research is moving away from aggregator sites

Fewer customers are using aggregators to purchase insurance

Conversion rates remain fairly steady year-on-year

Fewer customers are looking to switch provider

Customers are loyal to their aggregator but not their insurance provider

Aggregator selection is based on site familiarity, price, and search engine rank

Policy price is the key determinant for customers purchasing through an aggregator

Over 90% of customers don't look past the top 10 results of a quote


The Big Four are becoming the Big Two and dominate the insurance market

Big Four web traffic is increasing

Aggregators are building a connection with customers through advertising

The impact of aggregator advertising is felt more positively than negatively by consumers is investing in technology to upgrade its existing service

Insurance generates over half of the groups revenues

Moneysupermarket.coms three-year technology-focused investment program aims to transform the customer journey on mobile devices favors television advertising finds its niche after EpicStrut goes viral relies on marketing campaigns to keep customers engaged and loyal was the first of the Big Four to introduce an iconic character to market its brand

Character merchandise promotes customer loyalty and affiliation launches two-for-one cinema tickets with Meerkat Movies collaborates with the University of Sheffield to explore customer behavior

The BGL Group aims to maintain the position of while using its marketing expertise to expand other brands

Comparethemarket.coms advertising expenditure has fallen significantly aims to make its marketing more effective, reduce costs, and expand its products lines

Gocompare.coms acquisition by esure will reinvigorate the brand aims to improve efficiency by spending less on advertising

The return of Gio Compario aims to recover brand awareness is to expand product opportunities outside of home and motor

Admiral is prioritizing expansion of its new US aggregator over is trying to recover revenue losses incurred by building brand awareness like follows in the footsteps of with Brian the Robot

Social media encourages customers to interact with Brian


Wide MFN contract clauses have been banned within motor insurance to promote competition

New regulations for add-on products will increase transparency for customers

Insurers will have to provide more disclosure at the point of renewal

Customers will be more aware of where their money goes

Value will become a greater focus for aggregators

Video and audio will be used to read policy terms

Aggregators will develop their mobile channels to keep up with consumer habits


Abbreviations and acronyms


Home insurance

Pet insurance


Primary sources

Secondary sources


Further reading

About Verdict Financial


Figure 1: The use of aggregators to research insurance products is decreasing

Figure 2: Fewer customers are purchasing insurance products through aggregators

Figure 3: The conversion rate is highest for customers purchasing travel insurance

Figure 4: Customers remain loyal to an aggregator they have used before

Figure 5: Price is the most influential factor when selecting a policy

Figure 6: Customers typically select one of the cheapest policies available

Figure 7: and are the leading aggregators

Figure 8: has the most UK web traffic of the Big Four

Figure 9: Total marketing expenditure varies for the Big Four

Figure 10: Marketing campaigns are more effective for the Big Four than for smaller sites

Figure 11: Television is Moneysupermarket.coms preferred advertising medium

Figure 12: has significantly reduced its marketing spend

Figure 13: reduced its advertising spend in 2015

Figure 14: has increased its advertising spend in 2015

Table 1: Most customers switch provider at the point of renewal

Table 2: Fewer customers are switching provider, with more opting for automatic renewal

Table 3: Price was influential to customers when selecting an aggregator

Table 4: is experiencing year-on-year growth

Table 5: 80% of Gocompare.coms income is generated by home and motor insurance

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BGL Group


UK Cinema Association


Beagle Street








Admiral Group




Office of Fair Trading

Competition and Markets Authority

Financial Conduct Authority




Aggregator, Price Comparison Site, Big Four,,,,, Home Insurance, Pet Insurance, Travel Insurance, Motor Insurance, Customer, Premium, Policy.

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