Affinity and Partnership Marketing in UK Mortgages and Savings Accounts

Publication Date	January 2008
Publisher	Finaccord
Product Type	Report
Pages	120
ISBN Number	not applicable
Product Code	FIN00190

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Summary

Key features of this series include:

seven separate studies covering accident and health insurance, credit cards and personal loans, household and home emergency insurance, life insurance and pensions, mortgages and savings accounts, motor and breakdown recovery insurance, and travel and pet insurance;
results drawn from the largest ever survey of 2,500 affinity and partnership marketing distributors for financial services in the UK;
provider market shares by number of relationships: which providers of banking and insurance products are strong in each segment of the affinity and partnership marketing channel?
coverage of over 150 innovative new partnerships in affinity and partnership marketing of banking and insurance products in continental Europe and Ireland established during 2006 and 2007;
identification and analysis of attractive affinity and partnership marketing opportunities both by type of product and category of partner.

How can the research be used?

drill down into the detail lying behind affinity and partnership marketing schemes for the specific financial categories in which you are interested;
gain access to research that chronicles the vast majority of affinity and partnership marketing opportunities in UK financial services;
benchmark the competitive position of your own organisation in affinity and partnership marketing and spot opportunities for displacing rivals;
gain a wider perspective from learning about recent innovations in affinity and partnership marketing of banking and insurance products outside of the UK;
plan your future affinity and partnership marketing strategy armed with the best market and competitor intelligence available on this subject.

Who can use the research

Aggregators and brokers: affinity and partnership marketing schemes represent a growth opportunity in many of the financial services sectors considered as consumers migrate to alternative distribution interfaces and channels;
Banks and building societies: the reports dealing with credit cards, mortgages, personal loans and savings will be directly relevant while those focused on insurance will provide insights into where banks and building societies belong in the wider market for affinities and partnerships;
Insurance companies: understand the prospects for affinity and partnership marketing across each of the main lines of personal insurance and the extent to which partner organisations are opting increasingly for solutions based around aggregation or brokerage;
Investment companies: although often niche distribution channels, many of the affinity partners reviewed in this research are extending their proposition to collective investment products;
Management consultancies: are you helping an organisation in any of the preceding categories with its distribution strategy? This research will help you to evaluate the options in affinity and partnership marketing, saving time and effort on researching the subject yourself.

What are some of the key findings?

with regards to accident and health insurance, the affinity partners and insurance providers that are best-placed to prosper will be those with proven tele-sales and direct marketing capabilities, in the case of low-cost policies, and the ability to offer face-to-face interaction, in addition to remote advice, in the case of private medical insurance;
there is little or no scope for organic market growth in the market for affinity and co-branded cards - this means that the strategy of issuers when it comes to launching and expanding programs must be to create compelling propositions that cause customers both to apply for the card in the first place and to use it in preference to the multitude of competing cards and payment means;
the increasing dominance of aggregators and brokers as providers of motor insurance to partner organisations underlines the growing trend in affinity and partnership marketing of a number of types of financial services in the UK for solutions based around brokerage or open architecture;
Legal & General remains the market leader in terms of its outright number of partnerships for life insurance, almost all of which are with banks, building societies and estate agency chains

Content

0.0 Executive Summaryresearch Background And Structure
- Examples Of Partnership Marketing Of Mortgages Exist Across Many Affinity Sub-Categorie With The Vast Majority Of Initiatives Identified Adhering To A Brokerage Operating Mode And With Only The Britannia, Among Actual Mort. Lenders, Holding A Significant Number Of Ties
- Although Fewer In Number, Affinity Savings Accounts Are Also Offered By A Variety Of Partner Types With Successful Examples Extending Beyond The Trad. Territory Of Charities And Football Clubs
- The Rising Use Of On-Line Aggregation And Price Comparison Services Presents A Major Challeng And There Is Scope For Comparing Developments In The Uk With Those In Continental Europe
1.0 Introduction
- Finaccord
- Uk Affinity And Partnership Marketing Publications
- Other Uk Consumer Research Publications
- Partnerbase
- Definitions
- Rationale
- The Channels Used To Distribute Financial Products And Services In The Uk Continue To Proliferat With On-Line Affinity And Partnership Marketing Having Growing Rapidly In Importance Of Late
- Methodology
2.0 Market Overview
- Affinities And Partnerships In Uk Mortgages And Savings Accounts
- Finaccord's Research Identifies Almost 200 Current Affinity Schemes For Promoting Mortgage With Most Intermediated By An Aggregator Or Broker Rather Than Placed With An Actual Lender
- The Research Also Extends To 135 Partnership Marketing Initiatives For Savings Account Over 60 Of Which Are Attributable To The Football Club Sub-Category
3.0 Not-For-Profit Affinity Groups
3.1 Charities
- Introduction
- Analysis Of Partnerships
- Just Two Charities Have Any Involvement In The Provision Of Mortgages To Their Supporter Although Affinity Savings Accounts Are Widespread Among Both Local And National Charities
- Intune's Main Target Market Is The Affluent Over-50 Age Group Served By Sag And The Company Is Interested In Working With Suppliers That Fulfil A Variety Of Criteria
- Intune Is Employing A Multi-Channel Distribution Strategy Including The Charity's High Street Outlet As It Seeks To Reach An Operating Profit Of 15 Million Per Annum By 2012
3.2 Professional Associations
- Introduction
- Over 50 Professional Associations Possess In Excess Of 5,000 Individual Members
- Analysis Of Partnerships
- The Vast Majority Of Professional Associations Offering Motor Insurance Do So Through A Broke With Parliament Hill Having Expanded Its Roster Of Member Benefits Clients To 11 Associations
- A Further Seven Brokers Are Active In Organising Mortgages On An Affinity Basis To This Audience
- Very Few Professional Associations Have Chosen An Accredited Provider Of Savings Accounts
3.3 Trade Unions
- Introduction
- Analysis Of Partnerships
- The Britannia Has Secured Three Exclusive Mortgage Distribution Deals With Trade Union Although A Majority Of Unions Collaborate With Brokers Rather Than The Lenders Themselves
- Several Trade Unions Hold Well-Established Links With A Dedicated Provider Of Savings Accounts
3.4 Other Not-For-Profit Affinity Groups
- Introduction
- Lifestyle Organisations
- The Listed Property Owners Club Is Affiliated To Professional Mortgage Services For Mortgages
- Political Parties
- Members Of Plaid Cymru Benefit From Being Able To Access A Dedicated Credit Union
4.0 Financial Partners
4.1 Banks
- Introduction
- Analysis Of Partnerships
- Citibank, Through Its Partnership With Charcol, Is Unique In Adopting A Mortgage Broking Model
4.2 Building Societies
- Introduction
- Analysis Of Partnerships
- The Hanley Economic Remains The Only Building Society To Have Shifted To A Brokerage Model
4.3 Credit Unions
- Introduction
- Three Scottish Credit Unions Offer Mortgages To Their Members, One Through A Brokerage Unit
4.4 Friendly Societies
- Introduction
- Analysis Of Partnerships
- Friendly Society Involvement In Mortgage Lending Is Currently Restricted To A Handful Of Initiatives
- Police Mutual's Premier Cash Account Is Offered In Conjunction With Anglo Irish Bank
4.5 Insurance Companies
- Introduction
- Analysis Of Partnerships
- Four Insurance Companies Intermediate Mortgages Through Their Own Mortgage Broking Unit
4.6 On-Line Aggregators And Brokers
- Introduction
- Analysis Of Partnerships
- Charcol And Moneysupermarket.Com Each Lay Claim To A Brace Of External Relationship Although A Clutch Of Other Entities Are Also Active In Providing Searching Facilities To This Sector
- For Savings, Only Moneysupermarket.Com And The Motley Fool Act As External Partners
4.7 Specialised Lenders
- Introduction
5.0 Commercial Entities
5.1 Automotive Associations
- Introduction
- Analysis Of Partnerships
- The Partnership Between The Csma And Lv= Has Been In Place For Over 80 Years
5.2 Automotive Dealers, Repair Shops And Supermarkets
- Introduction
- Analysis Of Partnerships
- Many Automotive Dealerships Owe Their Survival To Revenues Derived From Financial Service Although With One Significant Exception, Mortgages Do Not Enter The Equation
5.3 Automotive Manufacturers
- Introduction
- Analysis Of Partnerships
- The Savings Products Launched By Bmw With The Newcastle Add Up To A Significant Development
- The New Products Are Designed To Re-Enforce Customer Loyalty To The Bmw Brand
- Bmw's Affinity Marketing Partners Were Selected For Three Main Reasons
5.4 Cricket And Rugby Clubs
- Introduction
- Analysis Of Partnerships
- Affinity Savings Accounts Marketed Through Cricket And Rugby Clubs Are Relatively Fe Albeit Both Cricket And Rugby Attract Sponsors From The Financial Services Sector
5.5 Estate Agents
- Introduction
- Analysis Of Partnerships
- Charcol Has Signed Up The Largest Number Of Exclusive Estate Agency Partnerships
- Brokers Linked To Legal & General Partnership Services And Openwork Are Also Numerous
- Most On-Line Estate Agency Portals Prefer To Carry Adverts Rather Than Acting As Affinity Partners
5.6 Football Clubs
- Introduction
- Analysis Of Partnerships
- The Number Of Clubs Promoting Mortgages On An Affinity Basis Has Grown In Recent Year With The Britannia Having Emerged As The Main Protagonist By Means Of Links With Five Clubs
- Almost Two Thirds Of Football Clubs Offer Affinity Savings Accounts To Their Supporters
5.7 Internet, Media And Telecoms Entities
- Introduction
- Analysis Of Partnerships
- All Entities Distributing Mortgages In This Category Have Opted For A Brokerage Mode With Five Providers Having Established More Than One Mortgage Searching Deal Each
- Over50s.Com Is Unique In Linking With A Bank Rather Than An Aggregator For Its Savings Account
5.8 On-Line Price Comparison Providers
- Introduction
- Analysis Of Partnerships
- A Number Of On-Line Price Comparison Providers Offer Own-Brand Mortgage Searching Facilitie Although Only Three Are Involved In This Activity In The Context Of Savings Accounts
5.9 Retailers
- Introduction
- Analysis Of Partnerships
- A Number Of The Uk's Major Retailing Brands Are Being Leveraged To Promote Mortgage Although Many More Remain Reluctant To Participate In This Fiercely Competitive Market
- National Savings & Investments Is Seeking To Diversify Into The Retailing Distribution Channel
- Greenbee Will Allow The John Lewis Partnership To Expand Its Share Of Total Client Expenditure
- Fit With The Values Of The John Lewis Partnership Has Been Key To Selection Of Affinity Partners
5.10 Other Commercial Entities
- Introduction
- Branded Conglomerates
- Saga And Virgin Leverage Their Brands Across The Full Consumer Financial Services Spectrum
- Loyalty Schemes
- The Loyalty Schemes Category Extends To A Range Of Diverse Travel And Other Reward Program With Several Offering The Chance To Earn Points Through Taking Out Mortgage Loans
- The Post Office
- The Post Office Has Extended Its Financial Services Joint Venture With Bank Of Ireland To 2020
6.0 European Innovations
- Introduction
- Events In Affinity And Partnership Marketing In Europe, 2006 And 2007
- Winter 2006
- Citibank Unveils New Affinity Marketing Ventures In Belgium And The Czech Republic
- Ubs Launches Swiss Charity Card With Optimus Foundation
- Banque Accord's Oney.Fr Links With On-Line Hi-Tech Retailing Specialist In France
- Bank Of Ireland Ties With La Caixa For Irish Consumers Buying Property In Spain
- Bpu Banca Launches Initaly Immigrant Financial Services Proposition
- Creditplus Bank Signs Distribution Deal With Bertelsmann Book Club In Germany
- Deutsche Postbank Targets Lawyers Through Legal Publishing Affinity Card
- American Express Unveils New Bank Partnerships In Romania And Russia
- Cetelem Forms Consumer Finance Joint Venture With French Building Firm
- San Paolo Imi And Veneto Banca Tie Up Commercial Affinity Group Deals In Italy
- Spring 2006
- Cc Bank And Lidl Tie For Credit Card With Petrol Discount Offer In Germany
- Abn Amro Creates Partnership With Dorpspunt To Grow Rural Penetration
- Fiditalia And Leading Technology Distributor Tie For Consumer Finance And Card Proposition
- Banque Accord And Norauto Extend Collaboration To Private Label Card
- American Express Enters Bosnia-Herzegovina Through Card Issuing Deal With Cfu
- Grupo Santander Initiates Affinity Banking Link With Parliamentary Association
- Through Autoscout24, Volkswagen Secures On-Line Partner For Financial Services
- Banca Intesa And Ebay Collaborate To Target Over 500,000 Italian Smes
- Laser Introduces New Affinity Cards With Automotive Repair Centre And Football Club
- Millennium Bcp Seals Affinity Link With Economists' Institute In Portugal
- Cic Establishes Tie With Oseo For Start-Up And Small Business Loans In France
- Juventus And Banca Popolare Italiana Launch Pre-Paid Kalibra Card
- Summer 2006
- Citibank Rolls Out New Airline Co-Branded Credit Cards In The Czech Republic And Hungary
- American Express Expands Network Of Banking Partners To Serbia And Slovakia
- Cgd Creates Affinity Banking Deal With Portuguese Economists
- Finaref Introduces Private Label Card In Association With Tlshopping
- Banca Intesa Works With Local Authority For Mortgage Designed For Temporary Workers
- Ge Money Bank Ties For On-Line Finance Deal With German Arm Of Fujitsu Siemens
- Crdit Agricole Links For European Automotive Finance Joint Venture With Fiat
- Groupe Caisse D'epargne And Carige Forge Italian Consumer Credit Joint Venture
- Autumn 2006
- Citibank Rolls Out New Co-Branded Cards In Greece And Sweden
- Commerzbank Launches Co-Branded Card With Steigenberger Hotel Group
- Through Gce Fidlisation, Caisses D'epargne Signs Up To S'miles Loyalty Scheme
- Hsbc Ties With Banco Sabadell Unit To Serve Uk Nationals Residing In Spain
- Fortis And An Post Finalise Details Of Irish Financial Services Joint Venture
- Rabobank And Wnf Unveil Green Affinity Credit Card In The Netherlands
- Mlp Forges Affinity Financial Services Link With Association Of Dental Students In Germany
- Winter 2007
- Citibank Launches New Co-Branded Credit Cards In Greece And Hungary
- Landesbank Berlin Links With Amazon For Co-Branded Card In Germany
- Bbva's Barcel Viajes Visa Credit Card Amasses 60,000 Clients Since Launch
- Santander Rolls Out Affinity Banking Strategy For Affluent Foreign Nationals
- Banco Sygma Forges Loan Distribution Link With Spanish Insurer
- Spring 2007
- Laser Group Initiates A Trio Of New Affinity Ventures In France And The Netherlands
- Ge Money Bank And Kia Partner For Automotive Finance Joint Venture In Germany
- Citibank And Shell Introduce Co-Branded Card In Denmark
- Deutsche Bank Ties With Pharmacy Chain For German Consumer Credit Venture
- Landesbank Berlin Introduces Two New Co-Branded Cards With Media Affinities
- Uefa Euro 2008 Mastercard Launched By Ubs In Switzerland
- Crdit Agricole And Oseo Strengthen Partnership To Serve French Smes
- Summer 2007
- Cgd Introduces Co-Branded Card In Association With Mtv For Portuguese Youth Inspired By Caja Madrid's Successful Program With The Same Partner In Spain
- Caja Madrid Launches Aqu-All Debit Card For Immigrant Market In Spain
- Finaref Introduces Madelios Private Label Card With Single Outlet Retailer In France
- Bnp Paribas Ties With Nine Regional Mutual Insurers Serving Students
- Citibank Launches Russian Travel Co-Branded Card Through Link With Kuda.Ru Travel Agenc And Ties With Eko Natural Gas For Affinity Loans In Greece
- Monte Dei Paschi Di Siena Renews Link With Enel To Encourage Solar Power Systems
- Agos And Piaggio Form Relationship For Branded Motor Cycle Finance In Italy
- Banesto Concludes Affinity Financial Services Partnership With Unicef In Spain
- Creditplus Bank Links With T-Online For Internet Lending Initiative In Germany
- Commerzbank Creates On-Line Marketing Tie With German Arm Of Ebay
- Landesbank Berlin Introduces New Co-Branding Schemes With Media Affinities
- Ge Money Bank Launches New Credit Card With Leading German Technology Retailer
- Mlp And Interhyp Establish Mortgage Joint Venture In Germany
- Autumn 2007
- Laser Reinforces Co-Branding Activity In France Through Launch Of Flagship Card
- Bnp Paribas And Orange Combine For Co-Branded Card In Deregulated French Market
- Go Sport France Selects Finaref As Partner For Financial Services Development
- American Express Secures Kazakh And Lithuanian Bank Partnerships
- Citibank Introduces New Co-Branded Card With Prominent Belgian Electricals Retailer
- Bnl And Intesa Sanpaolo Enter Into Affinity Lending Deals For Italian Pensioners
- Santander Ties With Portuguese Sme Trade Association For Affinity Banking Package
- Nordea Acquires Stockmann Financial Services Business And Targets International Expansion
- Bankinter Assumes Control Of Capital One Joint Venture With 290,000 Customers
- Fiditalia And Zurich Launch New Revolving Co-Branded Credit Card In Italy
- Hypovereinsbank's Fc Bayern Sparkarte Exceeds 150,000 Cards In Circulation
- Bawag Psk Injects New Momentum Into Post Office Bank Through A Raft Of Innovations
Graphics / Tables
- The Affinity And Partnership Marketing Universe
- Entities Contacted For The Research, Segmented By Broad Category
- Affinity And Partnership Marketing Schemes For Mortgages In The Uk: Penetration By Type Of Partner
- Affinity And Partnership Marketing Schemes For Mortgages In The Uk: Segmentation By Op. Model And Comp.
- Affinity And Partnership Marketing Schemes For Savings Accounts In The Uk: Penetration By Type Of Partner
- Affinity And Partnership Marketing Schemes For Savings Accs. In The Uk: Segment. By Op. Model And Competitor
- Charities Offering Mortgages Through Partnerships
- Charities Offering Savings Accounts: Penetration, Operating Models And Partner Market Shares
- Charities Offering Pet Insurance: Penetration, Operating Models And Partner Market Shares
- Ranking Of Professional Associations In The Uk By Actual Or Approximate Number Of Members
- Ranking Of Professional Associations In The Uk By Actual Or Approximate Number Of Members (Continued)
- Professional Associations Offering Mortgages: Penetration, Operating Models And Partner Market Shares
- Professional Associations Offering Savings Accounts: Penetration, Operating Models And Partner Market Shares
- Ranking Of Trade Unions In The Uk By Actual Or Approximate Number Of Members
- Trade Unions Offering Mortgages: Penetration, Operating Models And Partner Market Shares
- Trade Unions Offering Savings Accounts: Penetration, Operating Models And Partner Market Shares
- Lifestyle Organisations Offering Mortgages Through Partnerships
- Political Parties Offering Savings Accounts Through Partnerships
- Building Societies Offering Mortgages: Penetration, Operating Models And Partner Market Shares
- Friendly Societies Offering Mortgages: Penetration, Operating Models And Partner Market Shares
- Friendly Societies Offering Savings Accounts Through Partnerships
- Insurance Companies Offering Mortgages: Penetration, Operating Models And Partner Market Shares
- On-Line Aggregators And Brokers Offering Mortgages: Penetration, Operating Models And Partner Market Shares
- On-Line Aggregators And Brokers Offering Savings Accs.: Penetration, Op. Models And Partner Market Shares
- Automotive Associations Offering Savings Accounts Through Partnerships
- Automotive Dealers, Repair Shops And Supermarkets Offering Mortgages Through Partnerships
- Automotive Manufacturers Offering Savings Accounts Through Partnerships
- Cricket And Rugby Clubs Offering Savings Accounts: Penetration, Operating Models And Partner Market Shares
- Estate Agents Offering Mortgages: Penetration, Operating Models And Partner Market Shares
- Football Clubs Offering Mortgages: Penetration, Operating Models And Partner Market Shares
- Football Clubs Offering Savings Accounts: Penetration, Operating Models And Partner Market Shares
- Internet, Media And Telecoms Entities Offering Mortgages: Penetration, Op. Models And Partner Market Shares
- Internet, Media And Telecoms Entities Offering Savings Accs.: Penetration, Op. Models And Partner Market Shares
- On-Line Price Comparison Providers Offering Mortgages Penetration, Op. Models And Partner Market Shares
- On-Line Price Comparison Providers Offering Savings Accounts Through Partnerships
- Retailers Offering Mortgages: Penetration, Operating Models And Partner Market Shares
- Retailers Offering Savings Accounts: Penetration, Operating Models And Partner Market Shares
- Branded Conglomerates Offering Mortgages And Savings Accounts Through Partnerships
- Loyalty Schemes Offering Mortgages And Savings Accounts Through Partnerships