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市場調査レポート
英国のペット保険市場におけるアフィニティ・パートナーシップマーケティング
Affinity and Partnership Marketing in UK Pet Insurance
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Abstract
Finaccord' s report titled Affinity and Partnership Marketing in UK Pet
Insurance represents the most detailed research ever undertaken on this sector
and is one of eight studies in a new series of publications. Drawing on the
results of a survey of 2,565 organisations, the report analyses the
penetration, operating models and provider share of relationships of affinity
and partnership marketing schemes for pet insurance across a range of
distributor categories. These include banks, building societies, charities,
friendly societies, Internet, media and telecoms entities, lifestyle
associations, online aggregators and brokers, professional associations,
retailers and trade unions. Moreover, the PartnerBASE database that
accompanies the report provides the granular detail behind the analysis,
detailing each of the more than 100 affinity and partnership marketing
initiatives traced by Finaccord in this sector. 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 pet insurance in the UK; gain access to research that
chronicles the vast majority of affinity marketing opportunities in pet
insurance; use the PartnerBASE database to identify trends by partner type,
operating model and product provider; benchmark the competitive position of
your own organisation in affinity and partnership marketing of pet insurance
and spot opportunities for displacing rivals; plan your future affinity and
partnership marketing strategy for pet 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 UK pet
insurance.
Table of Contents
0.0 EXECUTIVE SUMMARY
- Research background and structure
- Four types of affinity partner make up two thirds of pet insurance
relationships
- Single partnerships are the predominant type of operating model
- Agria International Forsakring has gained several relationships in the
past couple of years
- while BeatThatQuote.com is raising its profile among aggregators
- Expertise in administration may be more important than price comparisons
1.0 INTRODUCTION
- Rationale
- The channels used to distribute financial products and services in the
UK continue to proliferate
- Methodology
- Finaccord
- UK affinity and partnership marketing publications
- Other UK consumer research publications
- UK small business financial services research publications
- PartnerBASE™
- Definitions
2.0 MARKET OVERVIEW
- Affinities and partnerships in UK pet insurance
- Finaccord' s research identifies over 100 affinity schemes for pet
insurance
- Single partners are the most common form of operating model often with
BDML Connect as administrator and with AXA and AmTrust International as the
leading underwriters
- Moneysupermarket.com is the dominant aggregator for pet insurance by
number of partnerships
3.0 NOT-FOR-PROFIT AFFINITY GROUPS
- 3.1 Charities
- Introduction
- Analysis of partnerships
- Charities offering pet insurance divide into those with many products
and animal specialists with Heath Lambert serving most of the generalists
- Intune may benefit from the merger of Age Concern and Help the Aged to
form Age UK and the company generated its first year of profits in the 12
months to March 2009
- Through PetPlan, Allianz has more of the animal charity partnerships
than other underwriters
- 3.2 Lifestyle organisations
- Introduction
- Analysis of partnerships
- The Camping and Caravanning Club has a relationship with QBE for pet
insurance only
- 3.3 Political parties
- Introduction
- 3.4 Professional associations
- Introduction
- 28 professional associations possess in excess of 30,000 individual
members
- Analysis of partnerships
- Only two professional associations have a partnership for pet insurance
but will this spread to further associations through benefits packages?
- 3.5 Sports organisations
- Introduction
- Could sports organisations based around horses add pet insurance to
their benefits?
- 3.6 Trade associations
- Introduction
- Analysis of partnerships
- Personal lines are sometimes offered as a ' carry over' from commercial
insurance schemes
- 3.7 Trade unions
- Introduction
- Analysis of partnerships
- UIA is the main distributor for pet insurance, and could double its
partnerships with trade unions
- 3.8 Universities.
- Introduction
4.0 FINANCIAL INSTITUTIONS
- 4.1 Banks
- Introduction
- Analysis of partnerships
- Most of the banks offering pet insurance have changed insurer, with AXA
losing three partners
- 4.2 Building societies.
- Introduction
- Analysis of partnerships
- The Leeds Building Society has switched from Fortis to Allianz
- 4.3 Credit unions
- Introduction
- Analysis of partnerships
- MEMBERS Financial Services does not have pet insurance in its current
package
- 4.4 Friendly societies
- Introduction
- Liverpool Victoria is a manufacturer of pet insurance rather than a
distribution partner
- 4.5 Insurance companies
- Introduction
- Analysis of partnerships
- Four insurers source pet insurance from external partners - including
Aviva
- 4.6 Online aggregators and brokers
- Introduction
- Analysis of partnerships
- AmTrust International is the leading underwriting partner by a large
margin
- 4.7 Packaged accounts and payment cards
- Introduction
- Pet insurance could be a way to differentiate products, especially with
relevant affinity cards
- 4.8 Pawnbrokers, cheque cashers and providers of foreign exchange and
remittance services
- Introduction
- Low income customers are not likely to buy pet insurance through this
channel
- 4.9 Specialized lenders
- Introduction
- The financial difficulties of this sector mean that extending its
product scope is not a priority
5.0 COMMERCIAL ENTITIES
- 5.1 Airlines
- Introduction
- In theory, pet travel insurance could logically be offered by airlines
- 5.2 Automotive associations
- Introduction
- Analysis of partnerships
- Pet insurance policies from these associations include cover when abroad
- 5.3 Automotive dealers, repair shops and supermarkets
- Introduction
- Analysis of partnerships
- Kwik Fit has gone beyond motor insurance to offer pet policies and other
forms of cover
- 5.4 Automotive manufacturers
- Introduction
- 5.5 Estate agents
- Introduction
- The commission from pet insurance is too low to attract interest from
estate agents
- 5.6 Football clubs
- Introduction
- Analysis of partnerships
- Clubs' multi-product financial services divisions have closed after a
brief existence
- 5.7 Internet, media and telecoms entities
- Introduction
- Analysis of partnerships
- Broadsheet newspapers offer pet insurance while the ' red tops' do not
and Talk Talk is the only telecoms company currently active in this area
- 5.8 Online price comparison providers
- Introduction
- Analysis of partnerships
- Only one price comparison site has an affinity partnership as opposed to
sponsored links
- 5.9 Retailers
- Introduction
- Analysis of partnerships
- Most of the largest retailers offer pet insurance although catalogue
retailers have had a mixed experience
- As a result of its affinity broking activity, BDML Connect has become a
significant competitor
- 5.10 Travel companies
- Introduction
- Mass market, short-haul family holiday companies could find a niche for
pet travel insurance
- 5.11 Utilities companies
- Introduction
- Could utilities act as distributors of bundled home-related services?
- 5.12 Other commercial entities
- Introduction
- Branded conglomerates
- Four diverse organisations are now classified as ' branded conglomerates'
with Virgin planning an ambitious expansion of its financial services
activities
- Saga has changed its pet insurance mandate from Aviva to Agria
International
- Loyalty schemes
- The loyalty schemes category includes programs based around leisure,
shopping and travel
- AIRMILES, ipoints and Nectar have very different profiles and histories
- Nectar relies on its partnership with Sainsbury' s for pet insurance
- The Post Office
- By June 2009, the Post Office accounted for 700,000 motor and household
insurance policies
GRAPHICS / TABLES
- The affinity and partnership marketing universe
- Entities contacted for the research, segmented by broad category
- Affinity and partnership marketing schemes for pet insurance in the UK:
penetration by type of partner
- Affinity and partnership marketing schemes for pet insurance in the UK:
segmentation by operating model and competitor
- Charities offering pet insurance: penetration, operating models and share
of partnerships
- Lifestyle organisations offering pet insurance through partnerships
- The top 30 professional associations in the UK ranked by member numbers,
2010 (data)
- Professional associations offering pet insurance through partnerships
- The top 75 trade associations in the UK ranked by member numbers, 2010
(data)
- The top 75 trade associations in the UK ranked by member numbers, 2010
(data) (continued)
- Trade associations offering pet insurance: penetration, operating models
and share of partnerships
- The top 40 trade unions in the UK ranked by member numbers, 2010 (data)
- Trade unions offering pet insurance: penetration, operating models and
share of partnerships
- Banks offering pet insurance: penetration, operating models and share of
partnerships
- Building societies offering pet insurance through partnerships
- The top 20 credit unions in the UK ranked by member numbers (data)
- Credit unions offering pet insurance through partnerships
- The top 25 friendly societies in the UK ranked by member numbers, 2008
(data)
- Insurers offering pet insurance through partnerships
- Online aggregators and brokers offering pet insurance: penetration,
operating models and share of partnerships
- Automotive associations offering pet insurance through partnerships
- Automotive dealers, repair shops and supermarkets offering pet insurance
through partnerships
- Football clubs offering pet insurance through partnerships
- Internet, media and telecoms entities offering pet insurance: penetration,
operating models and share of partnerships
- Online price comparison providers offering pet insurance through
partnerships
- Retailers offering pet insurance: penetration, operating models and share
of partnerships
- Branded conglomerates offering pet insurance through partnerships
- Loyalty schemes offering pet insurance through partnerships
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