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ArticlesBusinessInsuranceMotoring
THE MOST TRUSTED INSURANCE BRANDS OF 2021
wejustcompare team
21/01/2021
5 min read
The insurance industry has faced several challenges in the last 12 months. The
most significant being the Coronavirus pandemic, bringing about great
uncertainty and requiring brands to rapidly respond to the changing
landscape from both an operational and cultural perspective. Reputationally, the
industry has felt some pain in relation to business interruption case, most
recent with the Supreme Court ruling in favour of the FCA and consumers.
However, despite these unusual and challenging circumstances, we are seeing
trust in general insurance rising. Most interestingly our insight indicates this
rise in trust could have direct links to fair or even competitive pricing at
renewal, which begs the question: Will trust continue to rise as the FCA pricing
remedies take effect and price walking becomes a thing of the past? Let’s take
a look at what the data tells us.
We use our Insurance Behaviour Tracker (IBT) to gain insight into how
consumers feel about their insurance provider, and each year we survey over
48,000 home and motor insurance customers to find the top
performing brands within the market.
For a leading insurance brand, establishing trust with the end consumer is a
crucial component for success, and maintaining that trust is one of the most
important aspects of the customer experience. A customer that trusts their
insurer is more likely to remain loyal, and in the current economic and
political climate, it is a highly regarded accolade to be a trusted insurance
provider.
As such, we are delighted to be able to share the Consumer Intelligence 2021
award winners for ‘Customer Trust’:
THE TOP 10 MOST TRUSTED INSURANCE COMPANIES*
VOTED BY DRIVERS
VOTED BY HOUSEHOLDERS
*winning brands are listed in alphabetical order
After such a turbulent year, unsurprisingly we have seen a shake up in the top
10 winners across our award categories. For ‘Customer Trust’ we welcome new
entrants HSBC and Prudential into the Top 10 for home insurance, and in motor we
see RAC, Saga and Zurich all edging into the rankings. You can view the full
list of 2021’s Consumer Intelligence Awards winners here.
TRUST IS INCREASING YEAR ON YEAR
From our 2021 awards data, we have seen the average scores for the Top 10
insurance companies reach 8.22 for home, and 7.99 for motor (out of a score of
10). Across the wider market, we have seen average scores of 7.8 and 7.75,
respectively. Encouragingly, despite the uncertainty brought about in recent
months by the Coronavirus pandemic, overall customer trust has increased
across both the home and motor insurance markets.
HOW DOES COMPETITIVE PRICING RELATE TO CUSTOMER TRUST?
One of the questions we ask consumers is how much they agree/disagree with the
statement, ‘I expect my provider to offer me a competitive premium at my next
renewal’.
The average percentage of agreement for consumers who hold policies
with the Top 10 companies is higher than the overall percentage for all other
providers, and this is the case across both home and motor insurance. This
equates to an uplift of 3% (70% to 73%) for home, and 2% (69% to 71%) for
motor.
This suggests that when customers feel like they will be offered a competitively
priced premium, their level of trust for that insurer is higher.
In the home insurance space, Prudential and HSBC were not among the Top
10 most trusted companies last year, but they managed to change that this year,
securing five and two awards respectively. Our insight shows that both companies
have not only spent the last year building trust among their customer base, but
their customers have also come to expect these brands to offer a competitive
renewal price over the same period, supporting the idea that a correlation
exists between competitive pricing and consumer trust.
However, if we look to motor insurance, the relationship is not as strong. Of
the three brands that returned to the limelight this year, only two saw the same
correlation between trust and competitive pricing, with the third showing an
inversed trend.
WHY IS THERE A DIFFERENCE BETWEEN HOME AND MOTOR?
Our insight suggests that, when customers feel like they will be offered a
competitively priced premium by their provider, their level of trust is
higher. We have seen that the relationship is strongest for the home insurance
market. But why is this?
The relationship between trust and competitive pricing may be strongest
for home insurance because consumers tend to shop around
more for motor insurance than home insurance (83.2% vs 74.6%). Therefore, it
may be less important for motorists to know that they will get a competitive
premium at their next renewal, because they are more likely to shop around and
look at other providers anyway.
WHAT DOES THIS MEAN FOR THE FUTURE?
Over the course of 2021, we will start to see the impact of the implementation
of the FCA’s pricing remedies and as a result, price walking will become a thing
of the past.
With our data showing a substantial correlation between trust and competitive
pricing, certainly in the home market, this could signify a reputational turning
point for the industry. The introduction of renewal pricing that remains in line
with premiums offered to new business customers could provide
the bedrock necessary to allow trust to blossom.
For this year’s winners, this could mean the competition will intensify over the
next 12 months – so it’s time to pull out the big guns when it comes to building
trust to ensure your brand remains in the top 10 for another year.
--------------------------------------------------------------------------------
BECOMING A CONSUMER INTELLIGENCE AWARD WINNER IS NO ACCIDENT
This year we’re offering both winners and the brands that weren’t so lucky the
chance to analyse their underlying performance across the Consumer Intelligence
Awards. Our ‘Performance Package’ includes a bespoke and detailed workshop that
can help you identify improvements you can make within your business over the
coming 12 months.
WEJUSTCOMPARE TEAM
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