Affinity and Partnership Marketing in Household and Home Emergency Insurance in Germany

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1 Brochure More information from Affinity and Partnership Marketing in Household and Home Emergency Insurance in Germany Description: Finaccord's report titled Affinity and Partnership Marketing in Household and Home Emergency Insurance in Germany represents the most detailed research ever undertaken on this sector and is one of five studies in a new series of publications. Drawing on the results of a survey of over 1,900 organisations, the report analyses the penetration, operating models and partner market shares of affinity and partnership marketing schemes for household and home emergency insurance across a range of distributor categories. These include banks, charities, co-operative banks, Internet, media and telecoms entities, loyalty schemes, online aggregators and brokers, professional associations, retailers, savings and public sector banks, trade associations and trade unions. Moreover, the PartnerBASE database that accompanies the report provides the granular detail behind the analysis, detailing each of the almost 200 affinity and partnership marketing initiatives traced by Finaccord in this sector. In the context of this report, and with specific reference to household insurance, it is important to note that the research focuses purely on mainstream home insurance policies and, unless otherwise stated, does not cover branches such as insurance for private landlords. You may be able to use this report and associated PartnerBASE database in one or more of the following ways: - drill down into the detail lying behind affinity and partnership marketing schemes for household and home emergency insurance in Germany; - gain access to research that chronicles the vast majority of affinity marketing opportunities in household and home emergency insurance; - benchmark the competitive position of your own organisation in affinity and partnership marketing of household and home emergency insurance and spot opportunities for displacing rivals; - gain a wider perspective from learning about recent innovations in partnership marketing of household and home emergency insurance elsewhere in Europe; - plan your future affinity and partnership marketing strategy for household and home emergency insurance armed with the best market and competitor intelligence available on this subject. Together, the report and PartnerBASE database will provide you with the definitive guide to current and potential affinity and partnership marketing opportunities in household and home emergency insurance in Germany. Contents: 0.0 EXECUTIVE SUMMARY Research background and structure Over a half of organisations surveyed in three sub-categories offer household insuranc with nearly a half of programs identified established directly with the insurance underwriter albeit with online brokers, such as einsurance, beginning to make an impact The market for home emergency insurance in Germany remains limited although Allianz has reported that its stand-alone policy had been well-received A variety of competitors are well-placed to profit from the likely future trends in affinity marketing and there is scope for innovations elsewhere in Europe to be replicated in Germany 1.0 INTRODUCTION Rationale The channels used to sell financial products and services in Germany are proliferating with online affinity and partnership marketing having growing rapidly in importance of late Finaccord Affinity and partnership marketing publications for Germany Consumer research publications for Germany PartnerBASE Definitions Methodology 2.0 MARKET OVERVIEW

2 Affinities and partnerships in household and home emergency insurance Finaccord s research identifies 191 current affinity schemes for promoting household insurance with almost a half of these organised directly with the final underwriter 3.0 NOT-FOR-PROFIT AFFINITY GROUPS 3.1 Automotive clubs 3.2 Charities 3.3 Educational institutions 3.4 Professional associations Most professional associations offering household insurance work with a broker... and several not currently active are considering involvement in the future 3.5 Sports organisations 3.6 Trade associations Personal lines are sometimes offered as a carry over from commercial insurance schemes Signal Iduna maintains the highest number of partnerships with trade associations The competition among brokers co-operating with trade associations is fragmented Several associations report activity at a regional level but not at the national level 3.7 Trade unions Household insurance is offered as an affinity product by a minority of trade unions 3.8 Lifestyle organisations The Verband für das Deutsche Hundewesen began a partnership in October FINANCIAL INSTITUTIONS 4.1 Banks Banks adhere to a variety of operating models for the provision of household insurance 4.2 Savings and public sector banks Partnerships for household insurance all lie with public sector insurance companies 4.3 Co-operative banks Many of the co-operative banks offering household insurance work with R+V although the Sparda Banken are more inclined to collaborate with DEVK and one co-operative bank is tied to a private sector insurer in this field 4.4 Private banks Allianz is the leading partner for household insurance among private banks 4.5 Insurance companies The only deals between insurers for household insurance are captive relationships 4.6 Online aggregators and brokers Pecupool is a major protagonist in the online marketing of household insurance 5.0 COMMERCIAL ENTITIES 5.1 Airlines

3 5.2 Automotive associations Few automotive associations have extended their activity to household insurance 5.3 Automotive dealers Household insurance is offered by a number of the automotive dealer groups surveyed 5.4 Automotive manufacturers Toyota s extensive involvement in financial services extends to household insurance 5.5 Estate agents 5.6 Football clubs German clubs remain reluctant to launch affinity deals in the area of accident and health insurance Internet, media and telecoms entities einsurance drives a half of media affinity relationships traced for household insurance 5.8 Online price comparison providers A number of online price comparison providers offer own-brand insurance searching facilities 5.9 Retailers Many of Germany s major retailing brands are being leveraged to promote household insurance... Unusually, Tchibo s household insurance product incorporates a no claims discount AXA Versicherung has secured two potentially significant partnerships with retailers Under the C&A Money brand, C&A hopes to continue launching new products EDEKA Bank appears to be growing in excess of the average for Germany The brands of Karstadt and Quelle are being leveraged with success in financial services 5.10 Travel companies 5.11 Utilities companies Insurance for solar installations may have potential for further affinity partnerships Home emergency insurance has been introduced by a number of utilities companies including Vattenfall, Germany s fourth largest enterprise in this sector 5.12 Other commercial entities Deutsche Post: indirectly involved in the marketing of household insurance Loyalty schemes: attractive affinity partners for household insurance 6.0 EUROPEAN INNOVATIONS Key events in affinity and partnership marketing in Europe, Motor and household insurance Affinity and partnership marketing initiatives are visible across a diverse range of sectors with a number of specific trends observable amid this activity Some of the most successful case studies in partnership marketing are traceable to the UK although interesting examples also exist in other countries such as France and Sweden GRAPHICS / TABLES The affinity and partnership marketing universe 7 Entities contacted for the research, segmented by broad category 10 Affinity and partnership marketing schemes for household insurance in Germany: penetration by type of

4 partner 14 Affinity and partnership marketing schemes for household insurance in Germany: segmentation by operating model and competitor 16 Ranking of top 100 professional associations in Germany by approximate number of members 22 Ranking of top 100 professional associations in Germany by approximate number of members (continued) 23 Professional associations offering household insurance through partnerships 25 Ranking of top 100 trade associations in Germany by approximate number of members 28 Ranking of top 100 trade associations in Germany by approximate number of members (continued) 29 Trade associations offering household insurance: penetration, operating models and partner market shares 31 Trade unions offering household insurance through partnerships 33 Banks offering household insurance: penetration, operating models, partner market shares 37 Savings and public sector banks offering household insurance: penetration, operating models and partner market 39 Co-operative banks offering household insurance: penetration, operating model, partner market shares 42 Private banks offering household insurance through partnerships 44 Online aggregators and brokers offering household insurance: penetration, operating model, partner market shares 48 Automotive associations offering household insurance through partnerships 52 Automotive dealer groups offering household insurance through partnerships 54 Internet, media and telecoms entities offering household insurance: penetration, operating model, partner market shares 59 Online price comparison providers offering household insurance through partnerships 61 Retailers offering household insurance: penetration, operating models and partner market shares 64 Utilities offering home emergency insurance through partnerships 68 Other commercial entities offering household insurance through partnerships 70 Key events in affinity and partnership marketing in motor and household insurance in Europe, Key events in affinity and partnership marketing in motor and household insurance in Europe, Key events in affinity and partnership marketing in motor and household insurance in Europe, Ordering: Order Online - Order by Fax - using the form below Order by Post - print the order form below and send to Research and Markets, Guinness Centre, Taylors Lane, Dublin 8, Ireland.

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