marketing substantiations header

Independent substantiation for insurance advertising claims

DRIVE GROWTH THROUGH BRAND TRUST AND CREDIBILITY

Enquire now  

Insurance advertising substantiation

Consumer Intelligence Ltd is a wholly independent company that monitors and benchmarks the prices of General Insurance. This work is carried out entirely independently by Consumer Intelligence in order to give an unbiased, nationally representative sample of data. This ensures that price claims provided by Consumer Intelligence are truly unbiased and accurately reflect a company’s position in the UK market.

Examples:

  • “You could save up to £98 with Churchill Buildings and Contents Insurance”
  • "Average savings of 50% with GoCompare Motor Insurance"
  • “90% of customers can save up to £80”
  • Customer experience based – trust scores, retention, customer service and satisfaction (which includes our Awards marketing messages from our Insurance Behaviour Tracker) e.g “76% of home customers scored us 4 out of 5 or higher for Trust”

 

Business impact

Who is it for?

Making your marketing budget go further is the biggest challenge every marketer has. And yet, there are some companies that have a simple secret to their marketing success that makes their money go further, so they spend less and get more business. Executing on strong marketing messages give brand marketing credibility and can drive business.

 

How does it work?

We hold unique data on customer journey and pricing behaviour, our data can be used to substantiate marketing messages across all channels (web, online, direct, television, radio).

This is in the form of a "Save up to message" which is extremely powerful for your brand communications.

What makes it credible?

In order to validate the claims our clients make about their insurance products we have created an independent and fair means of evaluating companies. Our research across the whole market identifies the leading companies, and we use this information to monitor, at all times, companies that account for over 80% of all the General Insurance sold, giving a comprehensive comparison.

 

The benefits of using advertising substantiation

Our data is using an unbiased, nationally representative sample of data. This ensures that price claims provided by Consumer Intelligence are truly unbiased and accurately reflect a company’s position in the UK market.

  • Drive awareness and positive perception of your brand
  • Decrease the likelihood of potential customers shopping around, therefore increasing conversions
  • We have been doing marketing messages for over 13 years and are recognised experts in the field
  • Multiple user cases including TV adverts, print, mail, website and PPC ad campaigns
    Drive revenue!

Brands have used our marketing messages to achieve the following results from just a single campaign using our data:

  • 11 pieces of press coverage (inc Daily Mail and Daily Telegraph) (Source: Meltwater)
  • Over 81 social media posts (Source: Meltwater)
  • Drive over 1.2million visitors to their websites (Source combination of Google Analytics and SEMrush data)
  • A/B testing shows an increase of 10% on total media driven quotes (data compiled from several brand case studies and average value applied)

 

Marketing campaigns benefiting from our advertising substantiations

mkt-4
mkt-2
mkt-3
mkt-1

Frequently asked questions

[fa icon="plus-square"] How do you validate your advertising substantiation claims?

In order to validate the claims our clients make about their insurance products we have created an independent and fair means of evaluating companies. Our research across the whole market identifies the leading companies, and we use this information to monitor, at all times, companies that account for over 80% of all the General Insurance sold, giving a comprehensive comparison.

Our tests are based on a representative sample of the UK population derived by consumer research.

We use a fair and balanced means of collecting prices. All insurers are contacted on a like for like basis, so the quotes can be compared.

[fa icon="plus-square"] Do your price claims meet regulatory requirements?

The use of price claims within General Insurance is regulated by both the Financial Conduct Authority (FCA) and the Advertising Standards Authority (ASA). In general terms advertisers need to make sure that the advertisement is clear, fair and not misleading to the person reading it.

In the FCA's words*:

“ (1) This guidance applies in relation to a financial promotion that makes pricing claims, including financial promotions that indicate or imply that a firm can reduce the premium, provide the cheapest premium or reduce a customer's costs.

(2) Such a financial promotion should:

(a) be consistent with the result reasonably expected to be achieved by the majority of customers who respond, unless the proportion of those customers who are likely to achieve the pricing claims is stated prominently;

(b) state prominently the basis for any claimed benefits and any significant limitations...”

[fa icon="plus-square"] How do we display the Consumer Intelligence brand in a substantiation message?

Where possible either our logo or asterix should be used, according to our brand guidelines referenced. Where not possible our brand should be referenced as follows, with the details of the substantiation.

Any use of our marketing messages and brand name or logo need to be signed off by the Consumer Intelligence marketing team prior to go live. This needs to be provided with a 48 hour turnaround time. 

Referencing Consumer Intelligence:
Data provided by Consumer Intelligence Ltd, www.consumerintelligence.com
Exciting Insight by Consumer Intelligence Ltd www.consumerintelligence.com

 

Guidelines and methodology

PDF-icon

 

Consumer Intelligence marketing messages - Guidelines and methodology

 

Related articles

Megaphone yellow blog banner

TAKING A LEAF FROM THE RETAIL BOOK FOR SAVINGS-BASED MARKETING MESSAGES

Insurance brands could benefit from taking a leaf out of the retail book when thinking about effective marketing messages to attract consumers in a heightened era of price awareness.

Read more >>> 

1-2.jpg

LIES, DAMNED LIES, AND MARKETING CLAIMS

In the brutal battle for customers and attention, advertising is everything for insurance brands, particularly price comparison websites (PCWs).

Read more >>>  

brand_building.jpg

BUILDING A CREDIBLE BRAND IN THE AGE OF THE AGGREGATOR

Financial Services marketing teams face their toughest challenge yet when it comes to improving the way their brands are perceived by customers.

Read more >>> 

We passionately believe in fusing data and insights in order to better help our customers... so we felt that Consumer Intelligence were exactly the right partner to work with

Ian Rowlands Vice President of Partnerships, GoCompare

[fa icon="quote-right"]
ian rowlands2

 

Take advantage of independent advertising claims substantiation

Drive growth and ROI through brand credibility
Copyright 2024 | Designed with [fa icon="heart"] by Consumer Intelligence
[fa icon="chevron-up"]