Affinity and Partnership Marketing in UK Personal Motor and Household Insurance

Affinity and Partnership Marketing in UK Personal Motor and Household Insurance represents the most detailed research available about this sector. Drawing on the results of a survey of 2,250 organisations, the report analyses the penetration, operating models and provider share of relationships of affinity and partnership marketing schemes for personal motor and household insurance across a range of distributor categories as follows:
  • not-for-profit affinity partners - automotive clubs; charities; housing associations; lifestyle organisations; professional associations; sports organisations; trade associations; trade unions; and universities;
  • financial institutions - banks; building societies; credit unions; friendly societies; insurers (tied / multi-tied intermediaries); insurers (underwriters) and pension providers; online aggregators and brokers; and specialised lenders;
  • commercial partners - automotive associations; automotive manufacturers; coalition loyalty schemes and frequent flyer programs; estate agency and property service firms; internet, media and telecoms entities; retailers; sharing economy entities; and utilities.

Moreover, the PartnerBASE™ database that accompanies the report provides the granular detail behind the analysis, detailing over 600 affinity and partnership marketing initiatives traced by Finaccord for the two product classes in scope.

In addition, the analysis identifies not only the providers of personal motor and household insurance with the most partnerships (overall, and within each category) but also computes 'weighted provider shares of partnerships’. These highlight the providers that are likely to hold the most valuable relationships given both the size of their partners’ customer base and the importance of the categories to which their partners belong as a distribution channel for the two products.

In this report, personal motor insurance is defined as policies sold to consumers owning standard cars. As such, it excludes motor insurance for business customers and niche vehicle-related insurance such as GAP and tyre insurance. Moreover, it also excludes insurance for caravans, mopeds, motor cycles and vans. However, it does include telematics-enabled and drive-away / temporary car insurance.

Meanwhile, household insurance is defined as policies sold to consumers for risks associated with their main residence protecting buildings and / or contents. As such, it excludes cover for buy-to-let properties owned by landlords. However, contents insurance specifically for students or other tenants remains in scope for this study, most notably in the sections about housing associations and universities. 

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.

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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.