• PDF: Delivered by email within 12 to 24 hours of placing the order (Mon-Fri

Affinity & Partnership Marketing in Personal General Insurance in Italy

  • Publication Date:April 2004
  • Publisher:Finaccord
  • Product Type: Report
  • Pages:140

Affinity & Partnership Marketing in Personal General Insurance in Italy

The report entitled Affinity and Partnership Marketing in Personal General Insurance in Italy represents the most detailed research ever undertaken on this sector. Drawing on the results of a survey of over 900 respondents, the report analyses the penetration, operating models and partner market shares of affinity and partnership marketing schemes across a range of distributor categories. These include automotive dealers, automotive manufacturers, banks, casse di previdenza, charities, estate agents, financial networks, professional associations, retailers, specialised lenders, sports organisations, trade unions and utilities companies. In addition to coverage of motor insurance, household insurance and health insurance, the research also extends to partnerships for marketing accident insurance, general liability insurance and travel insurance / assistance. The PartnerBASE database that accompanies the report provides the granular detail behind the analysis, detailing each of the 840+ affinity and partnership marketing initiatives traced by Finaccord in this sector. Together, the report and database will provide you with the definitive guide to current and potential affinity and partnership marketing opportunities in personal general insurance in Italy.

  • 0.0 Executive Summary
  • 1.0 Introduction
    • Finaccord
    • PartnerBASE
    • Rationale
    • Methodology
    • Errors, omissions and limit of liability
  • 2.0 Strategies For Success
    • Introduction
    • Why consider affinity and partnership marketing?
    • Affinity and partnership marketing is not a new concept
    • Proprietary distribution channels present limited organic growth potential
    • Not all schemes work but some have been hugely successful
    • Transient relationships mean that incumbents can sometimes be unseated
    • What makes for a successful relationship?
    • Successful affinity and partnership marketing schemes must create three sets of winners
    • All parties need to benefit but the customer remains king
    • Judicious partner selection is a prerequisite for establishing effective schemes
    • Brand or ideological fit can be as important as more concrete selection criteria
    • Strategies for effective affinity and partnership marketing
    • Optimum results will be achievable if all elements of the marketing mix are attended to
    • Affinity and partnership marketing: the way ahead
    • Financial institutions must emerge from product silos to create more exciting packages
    • Injecting some fun into financial services will stimulate affinity marketing schemes
    • The future prospects for affinity and partnership marketing should be bright
  • 3.0 Market Overview
    • Introduction
    • Overview of the general insurance market in Italy
    • Motor insurance accounts for nearly 60% of the Italian general insurance market
    • Profitability boosted by a fall in the loss ratio
    • Overview of affinity and partnership marketing in Italy
    • Affinity and partnership marketing schemes segmented by financial product
    • Over 2,200 affinity / partnership schemes break down relatively evenly by financial product
    • Affinity and partnership marketing schemes segmented by type of partner
    • Financial institutions dominate the distribution of consumer financial services in Italy
    • Affinity and partnership marketing in Italy: personal general insurance
    • Schemes segmented by type of product
    • 845 affinity and partnership marketing schemes traced by Finaccord's research
    • Schemes segmented by type of partne almost one half of which are attributable to the financial partner category
    • Schemes segmented by competitor
    • Zurich and Vittoria have made efforts to establish partnerships for motor insurance
    • Cattolica, Generali, Aviva and Reale Mutua benefit from bancassurance relationships
    • Generali targets casse di previdenza and trade unions for health insurance distribution
    • Sportass achieves a leading position for accident and general liability distribution deals as a consequence of its strength among sports organisations
  • 4.0 Affinity Groups
    • 4.1 Charities
      • Introduction
      • Charity involvement in affinity marketing of financial services is currently limited
    • 4.2 Leisure organisations
      • Introduction
      • The CRAL are increasingly involved in arranging discounts for their members a variety of partnerships having been traced for personal general insurance
      • Motor insurance
      • 60% of leisure organisations surveyed offer motor insurance to their member a majority having established a single, exclusive partnership in this area
      • Household, health, accident and general liability insurance
      • Penetration are lower for other forms of personal insurance among leisure organisations
    • 4.3 Professional associations
      • Introduction
      • Professional services have limited involvement in affinity financial services
      • Health insurance
      • A minority of professional associations offer health insurance to their members
      • General liability insuranc provision rates for general liability insurance being slightly higher
    • 4.4 Sports organisations
      • Introduction
      • Sports organisations offer limited prospects at present but could develop in future
      • Accident / general liability insurance
      • Sportass accounts for almost three quarters of partnerships for sports-related insurance although some private sector insurers have also made headway in this market
    • 4.5 Trade unions
      • Introduction
      • CGIL and CISL dominate the trade union affinity marketing landscape in Italy which means that Unipol and Union Vita enjoy strong positions in this segment
      • Motor insurance
      • Unipol dominates this distribution channel as a result of its link with the CGIL....
      • Household insuranc much the same picture emerging for household insurance
      • Health insurance
      • Assicurazioni Generali challenges the duopoly of Union Vita and Unipol for health ins.
      • Accident insuranc and for accident insurance
      • General liability insurance
      • A number of trade unions facilitate the distribution of professional liability policies
  • 5.0 Financial Partners
    • 5.1 Banks
      • Background
      • Consolidation and rationalisation change the face of retail banking in Italy
      • Bancassurance opps. may also be apparent in the fast-growing second tier of banks
      • Foreign entrants have made limited headway in the Italian retail banking market
      • Introduction
      • Consideration of 155 banks accounts for the bulk of the market by share of customers
      • Non-life bancassurance has yet to emulate the life and pensions bancassurance boom although some banks are now placing a greater emphasis on selling non-life insurance
      • Motor insurance
      • Motor insurance is the line of personal non-life insurance least likely to be marketed with exclusive partnerships with insurers being the most common op. model when it is
      • Three banking groups utilise captive insurers for motor insurance while Credito Valtellinese is notable for its use of an in-house broker - Global Ass. and both Cattolica and Zurigo As. actively cultivate bank distribution agreements
      • Household insurance
      • Nearly two thirds of Italian banks have made arrangements for offering household ins with most of Italy's major non-life insurers competing for partnerships in this field
      • Health insurance
      • San Paolo IMI utilises its Egida Assicurazioni captive for provision of health insurance
      • Accident insurance
      • Ranked by number of bank partnerships, Generali Group emerges as the leader
      • General liability insurance
      • General liability insurance is often incorporated into packaged policies by Italian banks
      • Card and account-related insurance
      • Italian banks also package supplementary policies with credit cards and current account motivated by the need to clearly differentiate underlying product offerings
      • The Italian market is characterised by the diversity of pols. marketed on a packaged basis
      • Penetration of most forms of cover falls below the European averageexcept for road assistance and the miscellaneous category
      • Four major issuers have their cards distributed through a multitude of banks
      • CartaSi provides a great deal of covers under a multi-risk policy with Generali
      • BankAmericard also offers a rich array of insurance benefits
      • Partnerships with single insurers represent the prevailing operating model
    • 5.2 Casse di previdenza
      • Introduction
      • Casse di previdenza broaden their activity into new areas
      • Health insurance
      • Generali and Unipol have forged some notable distribution partnerships in this arena
    • 5.3 Financial networks
      • Introduction
      • The SIM sector has been subject to substantial rationalisation in recent years
      • Motor insurance
      • Financial networks have minimal involvement in motor insurance distribution
      • Household insurance
      • 20% of financial networks report household insurance provision
      • Health insuranc rising to 26.7% for health insurance
      • Accident insurance
      • Arrangements for providing accident insurance are similar to those for health insurance
      • General liability insurance
      • A number of financial networks also distribute general liability insurance
    • 5.4 Insurers
      • Introduction
    • 5.5 Specialised lenders
      • Introduction
      • Specialised lenders are a diverse category although few are active in personal general insurance distribution
  • 6.0 Non-Financial Partners
    • 6.1 Automotive dealers
      • Introduction
      • Italy's automotive dealer sector is highly fragmented
      • Provision of financial services is crucial to the profitability of automotive dealers
      • Motor insurance
      • Automotive dealers use a variety of configurations to sell motor insurance Vittoria Ass. having apparently made a conscious effort to cultivate this channel
    • 6.2 Automotive manufacturers
      • Introduction
      • Motor insurance
      • Partnerships tend to be formed with automotive groups rather than individual brands
    • 6.3 Estate agents
      • Introduction
      • A number of estate agency networks have established partnerships for household ins.
      • Household insuranc although no single insurer appears to have targeted this partner category
    • 6.4 Football clubs
      • Introduction
      • Football clubs become more adept in affinity financial services although involvement in personal general insurance remains limited
    • 6.5 Retailers
      • Introduction
      • Retailing markets in Italy are fragmented by European standards with the top four retailing groups accounting for less than 10% of total sales although the Bersani legislation removed many licensing requirements and restrictions
      • Carrefour and Mulliez-Auchan lead the foreign conquest of Italy
      • Retailer involvement in fin. services is concentrated in consumer finance and credit cards
    • 6.6 Travel companies
      • Introduction
      • Burgeoning demand for short-haul trips abroad boosts travel insurance / assistance
      • Travel insurance / assistance
      • Almost 50% of travel firms intermediate travel insurance / assistance
    • 6.7 Utilities
      • Introduction
      • Involvement of Italian utilities in financial services is currently embryonic
    • 6.8 Other non-financial organisations
      • Introduction
      • Fabi Plus leverages buying power in association with the Assiparos GPA brokerage
  • Graphics / Tables
    • The affinity and partnership marketing universe
    • Entities contacted for the research, segmented by type
    • The three winners in successful affinity and partnership marketing schemes
    • How to identify an effective partner in affinity and partnership marketing
    • The virtuous circle for effective affinity and partnership marketing
    • Most affinity and partnership marketing schemes conform to a 'product silo' approach
    • A new generation of affinity and partnership marketing schemes must deliver a more compelling proposition
    • Segmentation of general insurance gross premium income in Italy, 1998-2003e
    • General insurance technical ratios in Italy, 1998-2002
    • Affinity and partnership marketing schemes in consumer financial services: segmentation by type of product
    • Affinity and partnership marketing schemes in financial services: segmentation by type of partner
    • Affinity and partnership marketing schemes for personal general insurance: segmentation by type of product
    • Affinity and partnership marketing schemes for personal general insurance: segmentation by type of partner
    • Affinity and partnership marketing schemes for motor insurance in Italy: segmentation by competitor (groups)
    • Affinity and partnership marketing schemes for household ins. in Italy: segmentation by competitor (groups)
    • Affinity and partnership marketing schemes for health insurance in Italy: segmentation by competitor (groups)
    • Affinity and partnership marketing schemes for accident ins. in Italy: segmentation by competitor (groups)
    • Affinity and partnership marketing schemes for general liability ins. in Italy: segment. by competitor (groups)
    • Charities in Italy offering financial services other than credit cards
    • Leisure organisations offering motor ins. in Italy: penetration, operating models and partner market shares
    • Leisure orgs. offering house., health, acc. and gen. liab. ins. in Italy: pen., o. models and partner market shares
    • Professional associations in Italy offering motor, household or accident insurance
    • Professional associations offering health ins. in Italy: penetration, operating models and partner market shares
    • Professional associations offering gen. liability ins. in Italy: penetration, op. models and partner market shares
    • Sports organisations in Italy offering motor, household or health insurance
    • Sports orgs. offering accident / general liability ins. in Italy: penetration, op. models and partner market shares
    • Trade unions offering motor insurance in Italy: penetration, operating models and partner market shares
    • Trade unions offering household insurance in Italy: penetration, operating models and partner market shares
    • Trade unions offering health insurance in Italy: penetration, operating models and partner market shares
    • Trade unions offering accident insurance in Italy: penetration, operating models and partner market shares
    • Trade unions offering general liability ins. in Italy: penetration, operating models and partner market shares
    • Banks offering motor insurance in Italy: penetration, operating models and partner market shares
    • Banks offering household insurance in Italy: penetration, operating models and partner market shares
    • Banks offering health insurance in Italy: penetration, operating models and partner market shares
    • Banks offering accident insurance in Italy: penetration, operating models and partner market shares
    • Banks offering general liability insurance in Italy: penetration, operating models and partner market shares
    • Relative weight of card and account-related insurance schemes in Italy by product
    • Penetration of card and account-related insurance schemes in Italy by product
    • Operating models used for card and account-related insurance schemes in Italy by product
    • Partner market shares for card and account-related insurance in Italy, segmented by product
    • Casse di previdenza in Italy offering personal general insurance other than health insurance
    • Casse di previdenza offering health insurance in Italy: penetration, op. models and partner market shares
    • Financial networks offering motor insurance in Italy: penetration and operating models
    • Financial networks offering household insurance in Italy: penetration and operating models
    • Financial networks offering health insurance in Italy: penetration and operating models
    • Financial networks offering accident insurance in Italy: penetration and operating models
    • Financial networks offering general liability insurance in Italy: penetration and operating models
    • Specialised lenders in Italy offering personal general insurance
    • Relationships between major automotive dealership groups and automotive manufacturers, autumn 2003
    • Automotive dealerships offering motor insurance in Italy: penetration and operating models
    • Automotive manufacturers offering motor insurance in Italy: penetration and operating models
    • Estate agents offering household insurance in Italy: penetration, operating models and partner market shares
    • Football clubs in Italy offering personal general insurance
    • Retailers in Italy offering financial services other than consumer finance and credit cards
    • Travel companies offering travel ins. / ass. in Italy: penetration, operating models and partner market shares
    • Utilities in Italy offering financial services
    • Other non-financial organisations in Italy offering personal general insurance
+44 20 8816 8548

Ask a question about Affinity & Partnership Marketing in Personal General Insurance in Italy

Enter the characters you see in the picture below
Captcha