Affinity and Partnership Marketing in Accident and Health Insurance in Germany
Finaccord Ltd.
January 1, 2009 100 Pages - SKU: FIN2106357
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Countries covered: Germany
Finaccord's report titled Affinity and Partnership Marketing in Accident and Health Insurance in Germany represents the most detailed research ever undertaken on this sector and is one of five studies in a new series of publications. Drawing on the results of a survey of over 1,900 organisations, the report analyses the penetration, operating models and partner market shares of affinity and partnership marketing schemes for accident and health insurance across a range of distributor categories. These include banks, charities, co-operative banks, Internet, media and telecoms entities, loyalty schemes, professional associations, retailers, savings and public sector banks, sports organisations, trade associations and trade unions.
Moreover, the PartnerBASE database that accompanies the report provides the granular detail behind the analysis, detailing each of the almost 700 affinity and partnership marketing initiatives traced by Finaccord in this sector. In the context of this report, accident insurance embraces all types of policy usually encompassed by the definition, including personal accident insurance, accidental death insurance, accident cash plans and serious injury plans, but with the exception of creditor or payment protection insurance. In a similar vein, health insurance refers to private health insurance and forms of supplementary health insurance, such as dental expenses policies and hospital cash insurance but, again, omits creditor or payment protection insurance.
You may be able to use this report and associated PartnerBASE database in one or more of the following ways: - drill down into the detail lying behind affinity and partnership marketing schemes for accident and health insurance in Germany; - gain access to research that chronicles the vast majority of affinity marketing opportunities in accident and health insurance; - benchmark the competitive position of your own organisation in affinity and partnership marketing of accident and health insurance and spot opportunities for displacing rivals; - gain a wider perspective from learning about recent innovations in partnership marketing of accident and health insurance in Europe; - plan your future affinity and partnership marketing strategy for accident and health insurance armed with the best market and competitor intelligence available on this subject. Together, the report and PartnerBASE database will provide you with the definitive guide to current and potential affinity and partnership marketing opportunities in accident and health insurance in Germany.
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- 0.0 EXECUTIVE SUMMARY
- Research background and structure
- Accident and health insurance embraces a variety of different types of protection policy
- A majority of affinity schemes for accident insurance are organised directly with underwriters…
- … and HDI Gerling and R+V are identifiable as the leading specialist providers in this field
- Over a quarter of organisations surveyed in four sub-categories offer private health insurance…
- … with the duo of DKV and Victoria emerging as the provider with the highest outright number of
- exclusive deals
- Key success factors for affinity marketing in accident and health insurance vary by type of policy
- 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 accident and health insurance
- Over 20% of organisations surveyed in ten sub-categories promote accident insurance…
- … with most schemes organised directly with underwriters rather than through brokers
- Numerous affinity programs for private health insurance are also in evidence…
- … with DKV having established the highest outright number of deals with partner organisations .... 19
- Affinity marketing for supplementary insurance runs at similar levels to private health insurance… . 20
- … with the supply structure once again appearing to be highly fragmented
- 3.0 NOT-FOR-PROFIT AFFINITY GROUPS
- 3.1 Automotive clubs
- Introduction
- 3.2 Charities
- Introduction
- Analysis of partnerships
- Four charities are engaged in marketing accident insurance and three in health insurance
- 3.3 Educational institutions
- Introduction
- 3.4 Professional associations
- Introduction
- Analysis of partnerships
- A significant proportion of professional associations offer accident insurance
- Funk Gruppe acts as a broker for accident insurance for several doctors’ associations
- The majority of those promoting health insurance work directly with an underwriter
- DKV holds partnerships with numerous professional associations for health insurance
- Unita acts as broker for two professional associations in the area of health insurance
- Deutsche Ärzteversicherung and DKV have two deals each for supplementary health insurance ... 34
- Several professional associations may launch accident and health insurance in future
- 3.5 Sports organisations
- Introduction
- Analysis of partnerships
- ARAG has carved out a strong position for itself in the sports organisation sector…
- … with HDI Gerling also strong in affinity marketing of accident insurance in this area
- Initiatives for supplementary health insurance outnumber those for private health insurance
- 3.6 Trade associations
- Introduction
- Analysis of partnerships
- Over 10% of trade associations have organised the provision of accident insurance
- Signal Iduna is the most prolific partner of trade associations for this product…
- … while competition among brokers for trade associations deals is very fragmented
- Trade associations offering private health insurance use differing operating models
- Signal Iduna and DKV are the preferred underwriters for this product...
- ... while Frankfurt-based VSMA co-operates with at least three trade associations
- Fewer trade associations make supplementary health insurance available to their members
- 3.7 Trade unions
- Introduction
- Analysis of partnerships
- HDI Gerling and Volksfürsorge maintain a number of distribution deals with trade unions
- DBV Winterthur retains several links with public sector trade unions
- There is no rationale for most private sector trade unions to offer private health insurance
- However, several trade unions have organised supplementary health insurance
- 3.8 Lifestyle organisations
- Introduction
- Analysis of partnerships
- A majority of lifestyle organisations surveyed act as distributors of accident insurance
- Two organisations state that their affinity partners depend on regional agreements
- There is little potential for marketing private health insurance among lifestyle organisations
- 4.0 FINANCIAL INSTITUTIONS
- 4.1 Banks
- Introduction
- Analysis of partnerships
- Several important partnerships for accident insurance exist in the mainstream banking sector
- Relationships for accident insurance in this banking category include one deal for R+V
- SEB Bank initiated a new bancassurance agreement with AXA in 2007
- Not all banks marketing accident insurance offer private health insurance…
- … although most active in this field also promote supplementary health insurance
- 4.2 Savings and public sector banks
- Introduction
- Analysis of partnerships
- Partnerships for accident insurance lie almost exclusively with public sector insurers
- Union Krankenversicherung is the leading provider of health insurance to savings banks
- A majority of savings banks are active in the promotion of supplementary health insurance
- 4.3 Co-operative banks
- Introduction
- Analysis of partnerships
- Most co-operative banks offering accident insurance do so with their traditional partners…
- … although HDI Gerling was identified as the insurer used by BBBank
- Deals for private health insurance are mainly similar to those for accident insurance...
- ... with a similar observation applying in the case of supplementary health insurance
- 4.4 Private banks
- Introduction
- Analysis of partnerships
- Allianz is most active as a partner of private banks for accident and health insurance
- 4.5 Insurance companies
- Introduction
- Analysis of partnerships
- The only deals between insurers for accident insurance are captive relationships…
- … although several for private health insurance involve insurers from different groups
- Ties for supplementary health insurance exist between private insurers and statutory health
- entities
- 4.6 Online aggregators and brokers
- Introduction
- Analysis of partnerships
- Online aggregators and brokers use differing operating models for accident insurance…
- ... with a similar observation applying in the case of private health insurance
- Two entities in this category act as tied agents for supplementary health insurance
- 5.0 COMMERCIAL ENTITIES
- 5.1 Airlines
- Introduction
- Members of the Air Berlin loyalty scheme can benefit from acquiring dental care insurance
- 5.2 Automotive associations
- Introduction
- Analysis of partnerships
- Several automotive associations are active in the market of accident insurance
- 5.3 Automotive dealership groups
- Introduction
- Accident insurance is offered by a number of the automotive dealer groups surveyed
- 5.4 Automotive manufacturers
- Introduction
- Analysis of partnerships
- Only two manufacturer brands are active in promoting accident and health insurance
- 5.5 Estate agents
- Introduction
- 5.6 Football clubs
- Introduction
- 5.7 Internet, media and telecoms entities
- Introduction
- Analysis of partnerships
- Several Internet, media and telecoms entities offer accident insurance
- New media entities are more active than traditional newspapers and magazines
- einsurance is the most commonly used partner for marketing accident insurance
- Partnerships for private health insurance are generally similar to those for accident insurance
- Die Welt is unique in working with an underwriter rather than an online broker
- 5.8 Online price comparison providers
- Introduction
- Analysis of partnerships
- A number of online price comparison providers have established deals for accident insurance
- ARAG is used by one partner in this category for various forms of health insurance
- 5.9 Retailers
- Introduction
- Analysis of partnerships
- German retailers are increasingly involved in the marketing of accident insurance…
- … with Tchibo having begun a broad distribution partnership with Asstel in 2004
- Retailer involvement in distribution of private health insurance is also apparent
- ARAG and Hanse Merkur possess promising deals for supplementary health insurance
- 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
- The brands of Karstadt and Quelle are being leveraged with success in financial services
- 5.10 Travel companies
- Introduction
- 5.11 Utilities companies
- Introduction
- 5.12 Other commercial entities
- Introduction
- Analysis of partnerships
- Deutsche Post: Postbank sold its stake in PB Versicherung to Talanx in 2007
- Loyalty schemes: attractive affinity partners for accident and health insurance
- American Express and Diners Club: both acting as partners for accident insurance
- 6.0 EUROPEAN INNOVATIONS
- Introduction
- Key events in affinity and partnership marketing in Europe, 2006-8
- Accident and health insurance
- New relationships that are publicly disclosed occur primarily in the banking sector
- … with two main types of deal occurring between banks and insurance providers
- GRAPHICS / TABLES
- The affinity and partnership marketing universe
- Entities contacted for the research, segmented by broad category
- Affinity and partnership marketing schemes for accident insurance in Germany: penetration by type of partner
- Affinity and partnership marketing schemes for accident insurance in Germany: segmentation by operating model and competitor
- Affinity and partnership marketing schemes for private health insurance in Germany: penetration by type of partner
- Affinity and partnership marketing schemes for private health insurance in Germany: segmentation by operating model and competitor
- Affinity and partnership marketing schemes for supplementary health insurance in Germany: penetration by type of partner
- Affinity and partnership marketing schemes for supplementary health insurance in Germany: segmentation by operating model and competitor
- Charities offering accident and health insurance: penetration, operating models and partner market shares
- Ranking of top 100 professional associations in Germany by approximate number of members
- Ranking of top 100 professional associations in Germany by approximate number of members
- Professional associations offering accident insurance: penetration, operating models and partner market shares
- Professional associations offering private health insurance: penetration, operating models and partner market shares
- Professional associations offering supplementary health insurance: penetration, operating models and partner market shares
- Sports organisations offering accident insurance: penetration, operating models and partner market shares
- Sports organisations offering private health insurance or supplementary health insurance through partnerships
- Ranking of top 100 trade associations in Germany by approximate number of members
- Ranking of top 100 trade associations in Germany by approximate number of members (continued)
- Trade associations offering accident insurance: penetration, operating models and partner market shares
- Trade associations offering health insurance: penetration, operating models and partner market shares
- Trade associations offering supplementary health insurance: penetration, operating models and partner market shares
- Trade unions offering accident insurance: penetration, operating models and partner market shares
- Trade unions offering supplementary health insurance through partnerships
- Lifestyle organisations offering accident insurance through partnerships
- Banks offering accident insurance: penetration, operating models and partner market shares
- Banks offering private health insurance: penetration, operating models and partner market shares
- Savings and public sector banks offering accident insurance: penetration, operating models and partner market shares
- Savings and public sector banks offering private health insurance: penetration, operating models and partner market shares
- Savings and public sector banks offering supplementary health insurance: penetration, operating models and partner market shares
- Co-operative banks offering accident insurance: penetration, operating models and partner market shares
- Co-operative banks offering private health insurance: penetration, operating models and partner market shares
- Private banks offering accident insurance and / or health insurance through partnerships
- Insurance companies offering private health insurance and / or supplementary health insurance through partnerships
- Online aggregators and brokers offering accident insurance: penetration, operating models and partner market shares
- Automotive associations offering accident insurance through partnerships
- Automotive dealers offering accident insurance, private health insurance and / or supplementary health insurance through partnerships
- Internet, media and telecoms entities offering accident insurance, private health insurance and / or supplementary health insurance through partnerships
- Online price comparison providers offering accident insurance, private health insurance and / or supplementary health insurance through partnerships
- Retailers offering accident insurance, private health insurance and / or supplementary health insurance through partnerships
- Other commercial entities offering accident insurance, private health insurance and / or supplementary
- health insurance through partnerships
- Key events in affinity and partnership marketing in accident and health insurance in Europe, 2006
- Key events in affinity and partnership marketing in accident and health insurance in Europe, 2007
- Key events in affinity and partnership marketing in accident and health insurance in Europe, 2008
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