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1 A comparison of affinity market trends from within and the : benchmarking best practice 1 st July 2009 Finaccord Ltd., 2009 Web: info@finaccord.com
2 Agenda Page Channel Comparisons Partner Metrics Summary and conclusions Any questions?
3 Channel Comparisons 3
4 Definitions of generic affinity / partner distribution channels Financial partners: namely, banks, building societies, credit card issuers, credit co-operatives () and savings banks (). Not-for-profit affinity groups: namely, charities, educational institutions, professional associations and trade unions. Non-financial commercial partners: including automotive associations, automotive dealers, automotive manufacturers, estate agents, loyalty schemes, media entities, the Post Office, retailers, travel agents / tour operators, utilities companies. Worksite: namely, employers. The other generic distribution channels included in the Channel Metrics research (for which data is not shown in the following slides) are direct sales by insurance companies and financial intermediaries (i.e. insurance brokers, including aggregators, and insurance agents). 4
5 Financial products investigated Breakdown recovery insurance Car finance and leasing contracts Credit cards Dental insurance Extended warranties (for cars) Funeral expenses insurance Hospital cash insurance HOUSEHOLD INSURANCE Investment life insurance Legal expenses insurance Long-term care insurance Mortgages MOTOR INSURANCE Payment protection insurance Personal accident insurance Personal liability insurance Personal loans / consumer finance PRIVATE HEALTH INSURANCE Private pension insurance Protection life insurance Savings accounts Savings bonds Supplementary pension insurance TRAVEL INSURANCE Work incapacity insurance Breakdown recovery insurance Car finance contracts Cash ISAs Child Trust Funds Credit cards Critical illness insurance Dental insurance Extended warranties (for cars) Extended warranties (for electronic appliances) Health / hospital cash plans Home emergency insurance HOUSEHOLD INSURANCE Interest-bearing savings deposits Life insurance Loan payment protection insurance Mobile telephone insurance Mortgage payment protection insurance Mortgages MOTOR INSURANCE Personal / stakeholder pensions Personal accident insurance Personal loans Pet insurance PRIVATE MEDICAL INSURANCE TRAVEL INSURANCE Finaccord Ltd., 2009 Web: info@finaccord.com 5
6 Distribution share of generic affinity / partner distribution channels in motor insurance in and the, 2007/2008 % of switchers and new buyers using affinity / partner distribution channels, 2007 () / 2008 () 75% 60% 45% Financial partners Not-for-profit affinity groups Non-financial commercial partners Worksite 30% 22.0% 20.0% 15% 0% Source: Finaccord Channel Metrics reports Finaccord Ltd., 2009 Web: info@finaccord.com 6
7 Distribution share of generic affinity / partner distribution channels in household insurance in and the, 2007/8 % of switchers and new buyers using affinity / partner distribution channels, 2007 () / 2008 () 75% 60% 45% 30% 28.0% Financial partners Not-for-profit affinity groups Non-financial commercial partners Worksite 33.6% 15% 0% Source: Finaccord Channel Metrics reports 7
8 Distribution share of generic affinity / partner distribution channels in travel insurance in and the, 2007/8 % of switchers and new buyers using affinity / partner distribution channels, 2007 () / 2008 () 75% Financial partners 57.6% Not-for-profit affinity groups 60% Non-financial commercial partners Worksite 45% 37.0% 30% 15% 0% Source: Finaccord Channel Metrics reports 8
9 Distribution share of generic affinity / partner distribution channels in private medical insurance in and the, 2007/8 % of switchers and new buyers using affinity / partner distribution channels, 2007 () / 2008 () 75% 60% 45% 30% Financial partners Not-for-profit affinity groups Non-financial commercial partners Worksite 31.1% 56.3% 15% 0% Source: Finaccord Channel Metrics reports 9
10 Distribution share of the Internet in personal non-life insurance in and the, 2007/8 % of switchers and new buyers using the Internet as a distribution interface, 2007 () / 2008 () 75% 60% 45% 30% 15% 0% Motor insurance Household insurance Travel insurance Private medical insurance Source: Finaccord Channel Metrics reports 10
11 Distribution share of aggregators and brokers in personal non-life insurance in and the, 2007 and 2008 % of switchers and new buyers using aggregators or brokers, 2007 () / 2008 () 75% 60% 45% 30% 15% 0% Motor insurance Household insurance Source: Finaccord Aggregation Metrics reports Finaccord Ltd., 2009 Web: info@finaccord.com 11
12 Operating models used by partner organisations for affinity and partnership marketing of motor and household insurance in and the % of operating models for affinity and partnership marketing schemes 100% Other / undisclosed Captive broker 80% 60% 40% 20% Broker Multiple underwriters Single underwriter 0% Source: Finaccord Affinity and Partnership reports 12
13 Partner Metrics 13
14 Organisations investigated in, 2008/9 ADAC Air Berlin Aldi Amazon American Express Apple Aral Audi AvD Bayern Munich Bild Zeitung BMW Borussia Dortmund Breuninger C&A Coop DER CLUB Bertelsmann Deutsche Post Deutsche Telekom Deutscher Caritas Verband Die Bahn DM Drogeriemarkt Douglas E.ON ebay EDEKA E-Plus Esso Facebook Ford Formula 1 Frankfurter Allgemeine Google guenstiger.de H&M Hagebaumarkt HappyDigits Hornbach Ihr Platz IKEA Kaiser's Tengelmann Karstadt Kaufhof Lidl L'Tur LTur Lufthansa Media Markt Mercedes Benz MTV Neckermann O2 Opel OTTO PAYBACK Peek & Cloppenburg Penny Porsche Quelle Real Renault REWE Rossmann RWE Ryanair Saturn Schlecker Shell Sony Steigenberger Hotels Stern Tchibo Thomas Cook T-mobile Toom Toyota TUI Vodafone Volkswagen Welt Yahoo! 14
15 Organisations investigated in the, 2006/7 AA Age Concern Aldi Amazon American Express AOL Argos ASDA Auto Trader B&Q BMW Body Shop bonmarché Boots Bounty BP British Gas BT Chelsea F.C. csma Daily Mail / Sunday Mail Daily Telegraph / Debenhams E.ON Easygroup ebay English Heritage Esso Expedia First Choice Holidays Ford Google Halfords Homebase Honda IKEA Jet John Lewis Kuoni Travel Kwik-Fit Lidl Littlewoods Manchester United F.C. Marks & Spencer Morrison's s MyTravel National Trust / Nectar Netto Next npower O2 Orange Peugeot Post Office Powergen Primark QVC RAC Renault Ryanair Saga Sainsbury's Shell Sky Somerfield Sun / News of the World Superdrug Tesco Texaco Thomas Cook Thomson Holidays Times / Sunday Times Toyota Vauxhall Virgin Vodafone Volkswagen Yahoo! Yell 15
16 Leading five partner organisations in terms of frequency / strength of consumer relationships Google Aldi Deutsche Post Lidl ebay Tesco Google Post Office BT Boots Source: Finaccord Partner Metrics reports Finaccord Ltd., 2009 Web: info@finaccord.com 16
17 Leading five partner organisations in terms of total number of actual / viable customers for motor insurance ADAC Volkswagen Aldi Quelle PAYBACK Tesco Post Office Marks & Spencer Sainsbury s AA Source: Finaccord Partner Metrics reports Finaccord Ltd., 2009 Web: info@finaccord.com 17
18 Leading five partner organisations in terms of total number of actual / viable customers for household h insurance ADAC Aldi Quelle Tchibo Amazon Tesco Post Office Sainsbury s Marks & Spencer ASDA Source: Finaccord Partner Metrics reports 18
19 Leading five partner organisations in terms of total number of actual / viable customers for travel insurance ADAC Lufthansa Die Bahn Neckermann TUI Post Office Tesco Marks & Spencer Thomas Cook Boots Source: Finaccord Partner Metrics reports 19
20 Leading five partner organisations in terms of total number of actual / viable customers for accident and health insurance ADAC Quelle Aldi OTTO Deutsche Post Post Office Boots Tesco Marks & Spencer Sainsbury s Source: Finaccord Partner Metrics reports 20
21 Summary and conclusions 21
22 Summary and conclusions Affinity and partnership marketing does exist in but some of its characteristics are different from the ; online distribution channels in, including aggregators, are growing in importance but are still far less important than in the ; not all retailers will be able to have the same impact in affinity and partnership marketing as in the ; many major organisations in (e.g. ALDI) have not yet realised their potential as distribution partners for financial services; since the position of insurance agents as the traditionally dominant distribution channel is in gradual decline, more opportunities will become available for affinity it and partnership schemes in in future. 22
23 Any questions? 23
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