It’s a good time to be a major price comparison site. As premiums have risen , the number of consumers shopping around and buying policies through the big four aggregators has also risen dramatically in the last 12 months.
Some insurance brands deliberately offer different prices on each of the price comparison websites (PCWs) and there are good reasons why adopting this strategy may well be appropriate. Other brands strive to provide consistent pricing across all channels but fail to deliver on this approach.
Financial Services marketing teams face their toughest challenge yet when it comes to improving the way their brands are perceived by customers.
The increase in the number of consumers shopping around has spurred on the aggregator market, and familiarity with the main players in price comparison has helped foster consumer trust and acceptance.
Just as Aviva is leading the way for insurance providers to focus on value and customer service over price, Compare The Market is demonstrating to other aggregators that price is not the only differentiator for the price comparison website.