A guide to using your Star Rating STAR 201 RATINGS STAR 201 RATINGS STAR 201 RATINGS STAR 201 RATINGS STAR 201 RATINGS
About Defaqto Defaqto is an independent financial research company focused on supporting better financial decision making. At our heart is the UK s largest retail financial product database, which we maintain by collecting the whole universe of product and fund data and using our industry expertise and insight to make it comparable. In the complex world of financial services, our products and services help providers develop and promote their products, and intermediaries advise their clients and distribute products appropriately and support consumers purchasing decisions. Ultimately, this data underpins our product ratings, web and software solutions, publications, events and consultancy services. For further information please contact your Account Manager or our Marketing department on 0144 295 52 or marketing@defaqto.com. 1
Describing Defaqto in your marketing communications The following standard phrases are acceptable for use when describing Defaqto. If you wish to use different wording, please follow our sign off process outlined on page 14. When using this copy online, the word Defaqto should link to www.defaqto.com Defaqto is an independent financial research company Defaqto is a leading independent financial research company in the UK Defaqto is an independent financial research company focused on supporting better financial decision making Defaqto is an independent financial research company focused on supporting better financial decision making. At its heart is the UK s largest retail financial product database, which it maintains by collecting the whole universe of product and fund data and using its industry expertise and insight to make it comparable. Ultimately, this data underpins Defaqto s product ratings, web and software solutions, publications, events and consultancy services. You can also refer to Defaqto only if you include one of the phrases above in footnotes. 2
An introduction to Star Ratings and our methodology A Star Rating indicates where a product or proposition sits in the market based on the quality and comprehensiveness of the features it offers. We have been producing Star Ratings since 2000. Our Star Ratings now cover over 50 separate areas within General Insurance, Wealth Management, Life and Protection, and Banking. Our vision is to help people make better financial decisions. Star Ratings are a key element of how we achieve this, by helping people instantly understand where a product or proposition sits in the market, based on the features and benefits it offers. Totalling the individual DNA scores across the chosen range of features and benefits gives an overall DNA score, which we use to rank products in terms of their overall benefit to consumers. We also identify appropriate levels that determine each of the 5, 4,, 2 and 1 ratings within each product area. To see the areas we currently rate, please visit our website: www.defaqto.com/star-ratings. Star Ratings award a product or proposition a rating of 1 to 5, depending on the quality and comprehensiveness of the features it offers. A 4 or 5 Star Rating indicates that a product or proposition represents one of the best quality offerings in the market. Based on our analysis of each product area, market developments or regulatory influences and open discussion with product providers we select a set of features which we consider as core criteria. These are areas where we believe 5 or 4 Star rated products should offer a minimum level of benefit. Overall product rankings are calculated using a scoring method called Data Numerical Analysis (DNA). Each product feature and benefit is scored from 1 to 5, with a score of 5 denoting that the product has the highest characteristics in the market for that element; a score of 1 indicates it has the lowest.
Describing Star Ratings in your marketing communications We have compiled these guidelines to help you position Defaqto and Defaqto Star Ratings in copy for marketing communications. The words Star Ratings should always have a capital S and R Acme Insurance has a Defaqto 5 Star Rating. Acme Insurance has a Defaqto 5 star rating. Acme Insurance has received a Defaqto 5 Star Rating for Acme Home Solutions. Acme Insurance has received a Defaqto 5 star rating for Acme Home Solutions. Acme Insurance has Defaqto 1, and 5 Star Ratings for its range of travel insurance products. Acme Insurance has Defaqto 1, and 5 star ratings for its range of travel insurance products. No capital R is required when the word rating is used as a verb <Product name> has been rated 5 Star <Product name> has been Rated 5 Star by independent financial research and by independent financial research and software company Defaqto. software company Defaqto. 5 Star rated by independent financial research and software company Defaqto. 5 Star Rated by independent financial research and software company Defaqto. Independently assessed and rated by Independently assessed and Rated by financial financial research and software company research and software company Defaqto as Defaqto as 5 Star. 5 Star. A Star Rating is not an award but a Star Rating can be awarded Acme Bank has received a 5 Star Rating for its Acme Current Account. Acme Bank has a 5 Star Rating award from Defaqto for its Acme Current Account. ACME Bank has been awarded a 5 Star Rating for its Home Plan. Acme Bank holds a coveted 5 Star award from Defaqto for its Acme Current Account. 4
Star Ratings cannot be a benchmark but the philosophy can be described as such Acme Pension has been benchmarked Acme Pension has a 5 Star benchmark with pensions across the UK by independent financial research and software company, from Defaqto. Defaqto, and has received a 5 Star Rating. A company cannot receive a Star Rating Acme Limited has received a Defaqto 5 Star Rating for its motor insurance policy. Acme Limited has received various Star Ratings across its healthcare product range. Acme Limited has been 5 Star rated by independent financial research company Defaqto. Acme Limited is rated 5 Star for its healthcare products. A Star Rating is not a prize and thus cannot be won Acme Limited has received a Defaqto 5 Star Rating for its motor insurance policy. Acme Limited has received various Star Ratings across its critical illness product range. Acme Limited has won a 5 Star Rating for home insurance from independent financial research company, Defaqto. Acme Limited has won 5 Stars from Defaqto for its motor insurance policy. 5
Describing a 5 Star Rating STAR 201 RATINGS The following phrases can be used without sign off when describing a 5 Star Rating. <Product name> provides a comprehensive level of cover <Product name> provides one of the most comprehensive policies in the market as indicated by a Defaqto 5 Star Rating <Product name> has a comprehensive level of features and benefits <Product name> has a comprehensive level of cover <Product name> provides quality cover and includes a comprehensive range of features and benefits <Product name> provides one of the highest quality offerings in the market <Product name> has excellent levels of cover 6
Describing a 4 Star Rating 201 STAR RATINGS The following phrases can be used without sign off when describing a 4 Star Rating. <Product name> has high levels of cover <Product name> has a high level of features and benefits <Product name> has a wide range of features and benefits <Product name> provides a high level of cover with a good range of features and benefits <Product name> provides a comprehensive range of features and benefits <Product name> provides a high quality offering in terms of the features and benefits it includes 7
Describing a Star Rating STAR 201 RATINGS The following phrases can be used without sign off when describing a Star Rating. <Product name> has a standard range of features and benefits <Product name> has a standard level of cover <Product name> has a standard level of features <Product name> has a reasonable level of cover <Product name> has a reasonable range of features <Product name> provides a fair level of cover The <product name> offers an intermediate level of features With a Star Defaqto Star Rating, <product name> has a standard range of features and benefits <Product name> provides standard levels of features with a fair range of additional benefits
Describing a 2 Star Rating STAR 201 RATINGS The following phrases can be used without sign off when describing a 2 Star Rating. With a 2 Star Defaqto Star Rating, <product name> has simple features with a few additional benefits <Product name> has a minimum level of features, but with some additional benefits The <product name> offers a fundamental level of features, with a few more benefits With simple features, this <product area> also offers a number of additional benefits 9
Describing a 1 Star Rating STAR 201 RATINGS The following phrases can be used without sign off when describing a 1 Star Rating. With a 1 Star Defaqto Star Rating, <product name> has a basic level of features <Product name> provides a minimum level of features for <product area> 10
The Star Rating logo STAR 201 RATINGS STAR 201 RATINGS STAR 201 RATINGS STAR 201 RATINGS STAR 201 RATINGS The following guidelines should be followed when using the Star Ratings logo for marketing communications on and offline. Positioning the logo Please follow the spacing guidelines below when positioning the logo on marketing communications so that the logo has the right amount of clear space. 4mm 26.mm 201 STAR RATINGS PRODUCT AREA GOES HERE x Clear space = 00% x height x height 6PT Recommended minimum type size 11
Logo formats The Star Ratings logo is automatically available in the following formats. Additional file formats can be created but this will incur a charge of 100 per logo. Standard creative packages D reflections Animated flash Adobe Illustrator EPS (with backwards compatibility up to Illustrator CS2) JPEG JPEG PNG SWF (movie file) HTML (Containing the code to embed the movie into a webpage) FLA (Source flash file) Logo resolution For offline (i.e. print) purposes, you will need to use a minimum image resolution of 00 dpi. For online, the resolution should always be 72 dpi. Positive logo formats 201 201 STAR RATINGS STAR RATINGS Negative logo formats 201 201 STAR RATINGS STAR RATINGS 12
Linking to Defaqto There are three ways you can link to Defaqto. Please follow the guidelines below: A text based link (contextual or stand alone) An image based link An image with a text based link Points to note for all links Links from Star Ratings logos and text relating to the Star Ratings concept should be directed to: www.defaqto.com/star-ratings and not to the Defaqto homepage. Alt text should include the keyword Defaqto and key phrase Star Ratings where possible. Using text based links Ensuring that the right keywords and key phrases are contained within the link anchor text on your web pages will have SEO benefits for both our website and your own. Try to include the keyword Defaqto and the key phrase Star Ratings in the link anchor text of any link to the Defaqto Star Ratings webpages. Examples: Contextual links Our Ultimate Reward Multi-Trip Cover has a Defaqto 5 Star Rating Our Ultimate Reward Multi-Trip Cover has a 5 Star Rating from Defaqto We offer policies with a range of features, with 1, and 5 Star Ratings from Defaqto. Visit the Defaqto website to learn more about Star Ratings Stand alone links (i.e. those which sit outside the main body of copy on a web page) Visit the Defaqto Star Ratings website Learn more about Defaqto Star Ratings Try to avoid: For more information on Defaqto Star Ratings, click here Visit the Defaqto website More information Using image based links Always use the appropriate Star Ratings logo. The primary logo format with your product name is the preferred option but if the image is in relation to your product range, a secondary logo format is acceptable. Include alt text which includes the keyword Defaqto and the key phrase Star Ratings. For example, More information on Defaqto Star Ratings. Please don t change the file name of the image as we have optimised this. Include a text based link alongside the image if possible. 1
Signing off your marketing communications Communications not requiring signoff Star Rating logos We do not need to sign off any communications that use our Star Rating logo as long as the guidelines contained within this document are met and the terms and conditions of our contract of licensing are followed. Star Rating descriptive copy We need to review any descriptive copy that falls outside of the guidelines contained within this document. This is so that we can ensure communications in relation to Star Ratings do not have a negative impact on our brand. Final versions of marketing material or logo use need to be sent to signoff@defaqto.com so that they can be recorded against your Star Rating licence. Communications requiring signoff Bespoke content We welcome your ideas and creativity in describing Star Ratings. If you would like to use copy or content not contained within these guidelines, please follow the sign off process below. We are also happy to work with you to produce stock copy that we will sign off for the whole year. Please contact your Defaqto Account Manager for more information. Send any Defaqto or Defaqto Star Rating collateral or content in need of sign off to signoff@defaqto.com. We will come back to you within a maximum of workings days. 14
Get in touch For further information visit: www.defaqto.com/provider/star-ratings Alternatively please contact your Account Manager or our Marketing department: Email: marketing@defaqto.com Telephone: 0144 295 52