Online Insurance Sales in Europe

by Nicolas Michellod, April 7, 2009
Operations/ Benchmarking


Zurich, Switzerland 7 April 2009

The European insurance market is heterogeneous, and distribution channels vary considerably from one country to another. The development of direct insurance sales and their perception differ significantly based on region.

In a new report, : The Consumer Experience of Car Insurance Websites, Celent examines insurers providing the best online insurance purchase experience in the United Kingdom, the Netherlands, Germany, and Italy and identifies which aspects, of those that influence the online purchasing experience, insurers could improve to gain long-term competitive advantage.

"Some online insurance brands that have experienced great success in their home market are not very well-leveraged by their parent company’s website," says Nicolas Michellod, senior analyst with Celent’s Insurance group and author of the report. "Even though insurers may have reasons to explain this lack of visibility, they should review their approach and identify actions aimed at leveraging their strong brand image for the benefit of their online insurance business."

This report compares the gaps among countries using Celent’s distribution development stage framework. This framework helps identify which markets tend to work more with high-cost distribution channels and provides a dynamic view on how Celent thinks insurance distribution models might develop following a migration to low-cost channels.

This 34-page report contains nine figures and five tables. A table of contents is available online.

Members of Celent's Property/Casualty Insurance research service can download the report electronically by clicking on the icon to the left.  Non-members should contact for more information.  

Celent is a research and advisory firm dedicated to helping financial institutions formulate comprehensive business and technology strategies. Celent publishes reports identifying trends and best practices in financial services technology and conducts consulting engagements for financial institutions looking to use technology to enhance existing business processes or launch new business strategies. With a team of internationally based analysts, Celent is uniquely positioned to offer strategic advice and market insights on a global basis. Celent is a member of the Oliver Wyman Group, which is a wholly-owned operating unit of Marsh & McLennan Companies [NYSE: MMC].

Media Contacts

North America
Michele Pace
Tel: +1 212 345 1366

Europe (London)
Chris Williams
Tel: +44 (0)782 448 3336

Asia (Tokyo)
Yumi Nagaoka
Tel.: +81 3 3500 3023

Table of Contents

Zurich, Switzerland 7 April 2009

: The Consumer Experience of Car Insurance Websites


Executive Summary 3
The Context for Direct Distribution 4
Mystery Shopping Methodology 9
Key Findings 14
Emerging Markets: Italy 17
Developing Markets: Germany 21
Mature I: The Netherlands 24
Mature II: United Kingdom 27
Room for Improvement 31


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