Affinity and Partnership Marketing in UK Commercial Non-Life Insurance

Finaccord's report titled Affinity and Partnership Marketing in UK Commercial Non-Life Insurance is an updated and expanded study of insurance partnerships in place with commercial affinity groups in the UK. It is based on a survey of 1,700 actual and potential partners across 12 categories, namely: automotive manufacturers; banks, building societies and specialised lenders; estate agency and property services; internet media and telecoms entities; lifestyle organisations; online aggregators and brokers; professional associations; sharing economy entities; sports organisations; trade associations; trade unions; and others.

The analysis of partnerships in commercial non-life insurance has been taken to an unprecedented level of depth by splitting out partnerships for five distinct insurance lines: commercial liability; commercial motor; commercial property; commercial specialised (e.g. event, legal protection, trade credit); and professional indemnity.

The PartnerBASE™ database that accompanies the report details more than 1,500 externally-organised affinity schemes for commercial non-life insurance identified by Finaccord, recording the operating models and partners used in each instance. Together, the report and database provide a definitive guide to current and future opportunities in affinity and partnership marketing of commercial non-life insurance in the UK.

Key findings from the executive summary include:
  • 40.5% of all partner organisations in this study have arranged some form of commercial insurance to their members with a maximum rate of provision of 81.4% in the case of commercial liability cover set up by sports organisations;

  • across all organisations, commercial liability is the type of insurance most likely to be offered, with a provision rate of 29.6%, followed by commercial property (23.6%), professional indemnity (18.3%), commercial specialised (15.4%) and commercial motor (12.1%);

  • where commercial affinity schemes are in place, the average is for between two and three of these types of cover to be available;

  • most commercial affinity schemes are organised through a broker with over 250 mentioned in conjunction with at least one initiative when counted on a consolidated group basis - in contrast, where final underwriters were identifiable, over 60 underwriting groups are involved in at least one program.

This report and the PartnerBASE™ that accompanies it can be used in one or more of the following ways:
  • to understand which types of commercial non-life insurance are sold through which types of affinity partner, including which sub-categories of trade associations;

  • to locate opportunities for new partnerships by identifying gaps by product and for specific partners;

  • to identify brokers and underwriters involved in schemes for different types of commercial non-life insurance and to monitor the activity of competitors in this channel;

  • to learn for each of 1,700 partner organisations included in the research what relationships they currently have in place for commercial non-life insurance;

  • to base planning on the most detailed source of published market intelligence about affinity and partnership marketing in commercial non-life insurance that is currently available.

For further information about this research, please access the table of contents and report prospectus by clicking on the corresponding links to the left-hand side of this page, or e-mail [email protected]. Also, please view our press release comparing affinity insurance distribution in the UK and US.

$2,595.00 USD
+7% GST for Singapore-based customers

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Consulting Services

Finaccord is also able to undertake bespoke research and consulting assignments about this and other subjects. For further information about the types of consulting that Finaccord is able to carry out, please visit our Consulting page.