Price comparison websites (PCW's) have a huge role to play in the distribution strategy of most serious insurance brands, with the exception of Direct Line and Aviva who have made a deliberate decision to market their brands directly to consumers.
Consumer Intelligence’s Insurance Behavior Tracker tool shows that 82% of motor customers shop around at renewal. Of those, 86% used a PCW, and 50% buy directly from the PCW.
The aggregators spend millions on driving customers to their sites, getting your brand in front of potential customers that would be far more costly to acquire directly.
But in a hugely competitive environment, they sometimes strike exclusive pricing deals with insurers – meaning your brand could be losing out on one of these key channels.
It can also be difficult to communicate what makes your product different, beyond price. So how can you refine your aggregator strategy?
Consumer Intelligence can answer all these questions, put your proposition in context and help manage your aggregator strategy.