Table of Contents
0.0 EXECUTIVE SUMMARY
- Research background and structure
- Over a half of organisations surveyed in six sub-categories offer motor
insurance with over a half of programs identified established directly with
the insurance underwriter and with Allianz coming out on top in terms of the
number of exclusive partnerships identified
- Most schemes for breakdown recovery insurance are placed directly with the
ultimate provider with a number of assistance firms challenging the dominance
of ADAC and AvD
- Insurance providers and partners with strong online marketing skills are
best placed to prosper and there is scope for innovations elsewhere in Europe
to be replicated in Germany
1.0 INTRODUCTION
- Rationale
- The channels used to sell financial products and services in Germany are
proliferating with online affinity and partnership marketing having growing
rapidly in importance of late
- Finaccord
- Affinity and partnership marketing publications for Germany
- Consumer research publications for Germany
- PartnerBASE"!
- Definitions
- Methodology
2.0 MARKET OVERVIEW
- Affinities and partnerships in motor and breakdown recovery insurance
- Finaccord' s research identifies 258 current affinity schemes for promoting
motor insurance of which a majority are organised in association with a single
underwriter
- Breakdown recovery insurance is much less frequently offered as an
affinity product
- ADAC and AvD lay claim to the highest number of exclusive partnerships
3.0 NOT-FOR-PROFIT AFFINITY GROUPS
- 3.1 Automotive clubs
- Introduction
- Analysis of partnerships
- Several automotive clubs have organised affinity schemes for motor
insurance
- 3.2 Charities
- Introduction
- Analysis of partnerships
- The involvement of charities as distributors of motor insurance remains
very limited although interest in ' green' motor insurance policies could
stimulate new initiatives
- 3.3 Educational institutions
- 3.4 Lifestyle organisations
- Introduction
- Analysis of partnerships
- The Deutscher Camping Club works with AvD for breakdown recovery
insurance
- 3.5 Professional associations
- Introduction
- Analysis of partnerships
- Several professional associations offering motor insurance do so through
a broker although Allianz, HDI Gerling, Mannheimer and Signal Iduna hold
direct partnerships
- Breakdown recovery insurance is not often offered as a stand-alone
product
- 3.6 Sports organisations
- Introduction
- Analysis of partnerships
- A small number of affinity deals exist among sports organisations for
motor insurance
- Sports organisations offering motor insurance
- 3.7 Trade associations
- Introduction
- Analysis of partnerships
- The provision of motor insurance is often a ' carry over' from schemes
for business insurance
- A half of trade associations offering motor insurance work directly with
an underwriter
- The competition among brokers co-operating with trade associations is
fragmented
- Breakdown recovery insurance is less frequently offered as a stand-alone
product
- 3.8 Trade associations
- Introduction
- Analysis of partnerships
- dbb beamtenbund und tarifunion and Gewerkschaft der Polizei offer motor
insurance
- A large number of trade unions market breakdown recovery insurance with
AvD
4.0 FINANCIAL PARTNERS
- 4.1 Banks
- Introduction
- Analysis of partnerships
- A significant number of retail banking brands currently promote motor
insurance and a handful of banks enhance their credit cards with breakdown
recovery insurance
- 4.2 Savings and public sector banks
- Introduction
- Analysis of partnerships
- Partnerships for motor insurance all lie with public sector insurance
companies
- 4.3 Co-operative banks
- Introduction
- Analysis of partnerships
- Many of the co-operative banks offering motor insurance work with R+V
although the Sparda Banken are more inclined to collaborate with DEVK and
one co-operative bank is tied to a private sector insurer in this field
- Four Sparda Banken have a partnership with ACV for recovery breakdown
insurance
- 4.4 Private banks
- Introduction
- Analysis of partnerships
- A handful of private banks offer motor insurance to their customers
- 4.5 Insurance companies
- Introduction
- Analysis of partnerships
- HDI Gerling maintains a non-captive partnership with Inter Versicherungen
- ROLAND Schutzbrief-Versicherung is a leading partner for roadside
assistance
- Insurance companies offering breakdown recovery insurance through
partnerships
- 4.6 Online aggregators and brokers
- Introduction
- Analysis of partnerships
- Aspect Online and einsurance are the foremost protagonists
5.0 COMMERCIAL ENTITIES
- 5.1 Airlines
- Introduction
- Members of the Air Berlin loyalty scheme can benefit from acquiring
motor insurance
- 5.2 Automotive associations
- Introduction
- ADAC' s joint venture with Zurich appears to be making steady progress
- AvD kicked off a new partnership with Allianz in September 2008
- Verkehrsclub Deutschland markets eco-friendly car insurance with DA
Direkt
- Automotive associations offering motor insurance through partnerships
- Breakdown recovery insurance is provided by eight automotive
associations among which ADAC is the overwhelming market leader with 16
million members although a variety of other alternatives are available to
German drivers
- 5.3 Automotive dealership groups
- Introduction
- Analysis of partnerships
- The provision of financial services is for automotive dealers an
important part of overall revenue
- A number of major automotive dealer groups have central contracts for
motor insurance
- Nurnberger Garanta has developed a special concept to work with
automotive dealers
- Centrally organised contracts are less common for breakdown recovery
insurance
- 5.4 Automotive manufacturers
- Introduction
- Analysis of partnerships
- The majority of automotive brands operate approved schemes for motor
insurance
- Volkswagen Versicherungsdienst has made significant progress in recent
years as a consequence of making several key changes to its strategic
partnership with Allianz
- Four providers dominate the market for manufacturer-branded roadside
assistance
- 5.5 Football clubs
- Introduction
- German clubs remain reluctant to launch affinity deals in the area of
accident and health insurance
- 5.6. Internet, media and telecoms entities
- Introduction
- Analysis of partnerships
- Online media portals are increasingly viable for marketing motor
insurance has a strong presence in the Internet, media and telecoms category
- For breakdown recovery insurance, affinity partnerships follow the same
patterns
- 5.7. Online price comparison providers
- Introduction
- Analysis of partnerships
- A number of online price comparison providers offer own-brand insurance
searching facilities
- 5.8. Retailers
- Introduction
- Analysis of partnerships
- Many of Germany' s major retailing brands are being leveraged to promote
motor insurance
- DA Direkt regards affinity deals as a central part of its direct
marketing strategy
- eBay has launched a new partnership for motor insurance in conjunction
with AXA
- Four retailers make breakdown recovery insurance available to their
customers
- Under the C&A Money brand, C&A hopes to continue launching new products
- EDEKA Bank appears to be growing in excess of the average for Germany
- Retailers offering motor insurance through partnerships
GRAPHICS / TABLES
- The affinity and partnership marketing universe 7
- Entities contacted for the research, segmented by broad category 10
- Affinity and partnership marketing schemes for motor insurance in Germany:
penetration by type of partner 14
- Affinity and partnership marketing schemes for motor insurance in Germany:
segmentation by operating model and competitor 16
- Affinity and partnership marketing schemes for breakdown recovery
insurance in Germany: penetration by type of partner 17
- Affinity and partnership marketing schemes for breakdown recovery
insurance in Germany: segmentation by operating model and competitor 18
- Automotive clubs offering motor insurance and / or breakdown recovery
insurance through partnerships 21
- Ranking of top 100 professional associations in Germany by approximate
number of members 26
- Ranking of top 100 professional associations in Germany by approximate
number of members (continued) 27
- Professional associations offering motor insurance: penetration, operating
models and partner market shares 29
- Professional associations offering breakdown recovery insurance through
partnerships 30
- Sports organisations offering motor insurance 31
- Ranking of top 100 trade associations in Germany by approximate number of
members 33
- Ranking of top 100 trade associations in Germany by approximate number of
members (continued) 34
- Trade associations offering motor insurance: penetration, operating models
and partner market shares 36
- Trade associations offering breakdown recovery insurance through
partnerships 37
- Trade unions offering motor insurance and / or breakdown recovery
insurance through partnerships 40
- Banks offering motor insurance: penetration, operating models and partner
market shares 44
- Savings banks and public sector banks offering motor insurance:
penetration, operating models and partner market shares 47
- Co-operative banks offering motor insurance: penetration, operating models
and partner market shares 50
- Co-operative banks offering breakdown recovery insurance through
partnerships 51
- Private banks offering motor insurance through partnerships 53
- Insurance companies offering breakdown recovery insurance through
partnerships 55
- Online aggregators and brokers offering motor insurance: penetration,
operating models and partner market shares 57
- Automotive associations offering motor insurance through partnerships 62
- Automotive dealership groups offering motor insurance: penetration,
operating models and partner market shares 66
- Automotive manufacturers offering motor insurance: penetration, operating
models and partner market shares 68
- Automotive manufacturers offering breakdown recovery insurance:
penetration, operating models and partner market shares 69
- Internet, media and telecoms entities offering motor insurance:
penetration, operating models and partner market shares 72
- Online price comparison providers offering motor insurance through
partnerships 75
- Retailers offering motor insurance through partnerships 79
- Other commercial entities offering motor insurance through partnerships 84
- Key events in affinity and partnership marketing in motor and household
insurance in Europe, 2006 88
- Key events in affinity and partnership marketing in motor and household
insurance in Europe, 2007 89
- Key events in affinity and partnership marketing in motor and household
insurance in Europe, 2008 90
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