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Commercial Affinity Groups: Marketing Financial Services through Professional and Trade Associations in Germany

Finaccord Ltd.
February 1, 2009
130 Pages - SKU: FIN2153446

Abstract Table of Contents Related Reports

Countries covered: Germany

Finaccord’s report titled Commercial Affinity Groups: Marketing Financial Services through Professional and Trade Associations in Germany is a market research report investigating the opportunities for marketing banking and insurance services through professional and trade associations in Germany. The study is based on a survey of over 730 such associations in Germany in 12 separate industry categories, ranging from highly specialised trade bodies to larger organisations such as the Bundesverband Mittelständische Wirtschaft, and analyses their current and future intended provision to members of financial services in five broad sectors, namely: business banking services; business insurance; accident and health insurance; life insurance and pensions; and personal general insurance. Moreover, the PartnerBASE database that accompanies the report details each of the schemes for financial services traced by Finaccord identifying the operating models and partners used in each instance. With a significant number of professional and trade associations seeking to add value for their members by organising new schemes for affinity financial services on their behalf in future, this channel seems likely to deliver interesting growth prospects for both banking and insurance institutions.

Therefore, the report and database together will provide you with the definitive guide to current and future opportunities for marketing financial services through professional and trade associations in Germany. Key findings from the executive summary include: - seven providers were identified as having at least five exclusive relationships for business insurance with professional and trade associations, namely: Allianz, Aon / Unita, Gothaer, HDI Gerling, R+V, Signal Iduna and Zurich; - 13.4% of professional and trade bodies surveyed have made an arrangement for providing life insurance or pensions to members with associations in the miscellaneous category showing the highest rate of penetration at 29.0% of entities in this sector; - commercialaffinity schemes for business banking services are much less widespread in Germany than in the UK mainly as a result of the virtual absence of agreements for the provision of payment card transaction processing services on favourable terms to commercial affinity group members; - the tough economic environment that is likely to persist in Germany during 2009 and, perhaps, 2010, increases the rationale for commercial affinity programs for financial services with professional and trade associations as both the individual and corporate members of such organisations will be keener than ever to achieve cost savings.

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0.0 EXECUTIVE SUMMARY: Finaccord’s research covers over 730 associations classifiable in 12 industry categories; Affinity programs for commercial insurance are most commonly organised by associations; Business banking services are rarely offered through either professional or trade associations; Within a fragmented market, HDI Gerling is a leading partner for affinity insurance schemes…; … although numerous other suppliers are competing for the limited number of mandates on offer ...; 113 associations have organised accident and health insurance schemes for their members…; … with DKV and Signal Iduna emerging as the most commonly used suppliers in this field; Initiatives for life insurance and pensions are almost as widespread as those for accident and health; insurance; Most offerings for personal lines policies are carried over from business insurance schemes; Tough economic conditions could favour the development of new commercial affinity programs
1.0 INTRODUCTION: Rationale; The report offers the first analysis ever of commercial affinity groups in Germany…; … for whom organisation of financial services represents just one strand of potential activity; Finaccord; Affinity and partnership marketing publications for Germany; Consumer research publications for Germany; PartnerBASE™; Methodology; The research extends to a universe of over 730 professional and trade associations in Germany; … over 200 of which possess in excess of 1,000 individual or corporate members; Definitions
2.0 MARKET OVERVIEW: Introduction; Overview; Over 20% of associations have established affinity schemes for commercial insurance; Commercial affinity programs in Germany are generally less widespread than in the UK; Business banking; Affinity marketing agreements for business banking services are comparatively scarce…; … with professional associations being most likely to have established an initiative in this area; No provider of banking services possesses more than three affinity marketing deals; Business insurance; Over 30% of associations in three industry groups offer commercial insurance schemes; Numerous insurance brokers compete for commercial insurance affinity mandates…; …with HDI Gerling emerging as a leader in terms of outright number of partnerships…; Accident and health insurance; Miscellaneous and professional bodies are most active in accident or health insurance schemes ..; Most associations offering accident or health insurance work directly with a single underwriter; Life insurance and pensions; Rates of provision for schemes for life insurance and pensions vary widely by industry group; Many association schemes for life insurance and pensions are organised through brokers…; … although a significant number of underwriters have established direct affinity marketing links; Personal general insurance; For some industry categories there is a limited logic to provide personal general insurance; Partnerships split almost equally between single underwriters and brokers
3.0 INDUSTRY CATEGORIES: Introduction
3.1 Agriculture and forestry: Introduction; Business banking; One body in this category has organised business leasing services for members; Business insurance; Associations in this category use a variety of operating models to market business insurance; Accident and health insurance; Bund Deutscher Forstleute offers accident and health insurance to its members…; Life insurance and pensions; … as well as both life insurance and pensions…; Personal general insurance; … and different types of personal general insurance
3.2 Business and personal services: Introduction; Business banking; Deutsche Kreditbank and Deutsche Leasing are active as providers in this category; Business insurance; Programs for business insurance are common in the business and personal services category… .; … although the supply structure in this sector remains subject to considerable fragmentation; Ten trade bodies in this category opt to work with brokers for business insurance...; ... and a handful collaborate with more than one insurance provider; Accident and health insurance; 20 associations in this category are involved in the marketing of accident and health insurance; Signal Iduna is the market leader among those with single partnerships; Some associations have different providers for accident and health insurance; Life insurance and pensions; Brokers and underwriters are equally influential as providers of life insurance and pensions; Aon’s Unita is the only broker co-operating with more than one association in this category; Personal general insurance; Most trade bodies rely on single underwriters in the area of general personal insurance; HDI Gerling and Signal Iduna each possess more than one relationship in this field; One trade association reported having discontinued its activity in this arena
3.3 Construction and engineering: Introduction; Business banking; Just one organisation in this category offers business banking services at a national level…; … although several reported that regional sub-associations are active in this field; Business insurance; The majority of associations active in the area of business insurance work with a broker; Aon and VSMA both collaborate with more than one organisation in this category…; … with several other brokers also in possession of a single, exclusive relationship; Accident and health insurance; Almost all organisations offering accident and health insurance work with a single broker; Life insurance and pensions; Every seventh trade body in this category is involved in life insurance and pensions…; Personal general insurance; … with every eighth organisation active in personal general insurance of one type or another
3.4 Food, drink and healthcare: Introduction; Business banking; Only a few associations in this category have initiated affinity schemes for business banking; Business insurance; Fewer than one associations in seven is involved in promoting business insurance; Signal Iduna is the only insurance provider with more than one partnership; Accident and health insurance; Forms of accident and health insurance are offered with a limited degree of frequency…; Life insurance and pensions; … with a similar assertion applying to both life insurance and pensions…; Personal general insurance; … and to personal general insurance
3.5 Manufacturing and packaging: Introduction; Business banking; Business insurance; 12 bodies in this sector have established a commercial insurance scheme…; … with the supply structure fragmenting between both brokers and underwriters; Accident and health insurance; Programs for accident and health insurance are in evidence in a minority of cases…; Life insurance and pensions; … with initiatives in life insurance and pensions also relatively thin on the ground; Personal general insurance; All deals for personal general insurance are simply extensions of broader relationships
3.6 Media, marketing and entertainment: Introduction; Business banking; Deutsche Fachpresse reports that its affinity banking service is widely used by members; Business insurance; This industry group is characterised by a fairly low incidence of commercial insurance schemes; Accident and health insurance; Accident and health insurance is rarely offered by trade associations in this industry grouping; Life insurance and pensions; The Pension Consultancy is an intermediary specialising in company pension schemes; Personal general insurance; A handful of relationships also extend to personal general insurance
3.7 Mining, minerals and utilities: Introduction; Business banking; Two trade associations have entered into agreements for affinity banking services; Business insurance; Associations in the mining, minerals and utilities category display a low rate of activity…; Accident and health insurance; … for accident and health insurance as well as business insurance; Life insurance and pensions; One association utilises a captive broker for supplementary pension insurance; Personal general insurance
3.8 Professional services: Introduction; Business banking; Eight professional associations offer commercial banking services to their members; Only Deutsche Ärzte- und Apothekerbank has deals with more than one association; Business insurance; Almost a third of professional associations have organised deals for business insurance; Funk Gruppe, Ecclesia and Unita are leading protagonists among brokers…; ... while HDI Gerling is the most prolific creator of partnerships among underwriters; Several associations have established insurance schemes at a regional level; Accident and health insurance; Numerous associations have organised accident or health insurance for their members; … with DKV maintaining a particularly strong presence in this sphere; Brokers are utilised for accident and health insurance by a number of associations...; ... and several associations collaborate with more than one partner in this market; Life insurance and pensions; Initiatives in life insurance, pension insurance and supplementary insurance are also common; Deutsche Ärzteversicherung is utilised in this context by several professional associations; MLP and Unita both hold more than one deal in this field with professional associations; Personal general insurance; Some relationships with professional associations also extend to personal general insurance…; … with HDI Gerling and MLP both prominent as suppliers in this arena
3.9 Retailing and distribution: Introduction; Business banking; Relatively few associations in this category have established deals for business banking; Business insurance; Commercial insurance schemes are less prevalent for this category than in the UK; HDI Gerling is the only underwriter with more than one exclusive, direct partnership; Five brokers have agreements with associations in the retailing and distribution category; Accident and health insurance; Fewer than one in ten associations in this category offer accident and health insurance…; Life insurance and pensions; … although the activity rate is slightly higher for life insurance and pensions; Hemmer & Felder is the only broker working with more than one entity in this category; Personal general insurance; Asstel possesses an affinity marketing relationship with the Deutscher Franchise Verband
3.10 Technology and telecoms: Introduction; Business banking; At the time of the research, only Verband der Deutschen Internetwirtschaft was active; Business insurance; A third of associations in this category have established affinity deals for business insurance; Zurich possesses two exclusive affinity agreements in this industry group; Accident and health insurance; Only three associations in the technology and telecoms sector offer accident or health insurance; Life insurance and pensions; Several initiatives are in evidence in the field of life insurance and pensions…; Personal general insurance; … although just one in the realm of personal general insurance
3.11 Transport and tourism: Introduction; Business banking; No initiatives whatsoever have been launched at the national, as opposed to regional, level; Business insurance; A significant proportion of entities in the transport and tourism sector offer business insurance; No provider lays claim to more than one exclusive relationship in this industry group; Signal Iduna runs a successful scheme with Deutscher Taxi- und Mietwagenverband; Accident and health insurance; Programs for marketing accident and health insurance are somewhat less widespread…; Life insurance and pensions; … with a similar observation applying in the case of life insurance and pensions…; Personal general insurance; … and in the case of personal general insurance
3.12 Other miscellaneous: Introduction; Business banking; Zentralverband Gewerblicher Verbundgruppen has organized bank services with two partners ...; Business insurance; More than a quarter of trade bodies in this category have set up affinity insurance programs; Gothaer and HDI Gerling each possess two exclusive relationships in this sector; Accident and health insurance; Schemes for accident and health insurance are also comparatively widespread…; ... with the duo of Aon and Unita both active in this market; Life insurance and pensions; HDI Gerling is the only provider with more than one partnership in the miscellaneous category ...; Personal general insurance; Several partners are utilised by trade associations in the context of personal general insurance ..
GRAPHICS / TABLES: Professional and trade associations contacted for the research, segmented by industry category and member numbers; The top 100 professional and trade associations in Germany ranked by member numbers, 2008; The top 100 professional and trade associations in Germany ranked by member numbers, 2008 (continued); Professional and trade associations offering financial services: current penetration by broad sector of financial services; Professional and trade associations offering business banking services: penetration by industry category; Professional and trade associations offering business banking services: operating models and partner market shares; Professional and trade associations offering business insurance: penetration by industry category; Professional and trade associations offering business insurance: operating models and partner market shares; Professional and trade associations offering accident and health insurance: penetration by industry category; Professional and trade associations offering accident and health insurance: operating models and partner market shares; Professional and trade associations offering life insurance and pensions: penetration by industry category; Professional and trade associations offering life insurance and pensions: operating models and partner market shares; Professional and trade associations offering personal general insurance: penetration by industry category; Professional and trade associations offering personal general insurance: operating models and partner market shares; Trade associations in the agriculture and forestry category offering business banking through partnerships; Trade associations in the agriculture and forestry category offering business insurance: penetration, operating models and partner market shares; Trade associations in the agriculture and forestry category offering accident and health insurance through partnerships; Trade associations in the agriculture and forestry category offering life insurance and pensions through partnerships; Trade associations in the agriculture and forestry category offering personal general insurance through partnerships; Trade associations in the business and personal services category offering business banking services: penetration, operating models and partner market shares; Trade associations in the business and personal services category offering business insurance: penetration, operating models and partner market shares; Trade associations in the business and personal services category offering accident and health insurance: penetration, operating models and partner market shares; Trade associations in the business and personal services category offering life insurance and pensions: penetration, operating models and partner market shares; Trade associations in the business and personal services category offering personal general insurance: penetration, operating models and partner market shares; Trade associations in the construction and engineering category offering business banking through partnerships; Trade associations in the construction and engineering category offering business insurance: penetration, operating models and partner market shares; Trade associations in the construction and engineering category offering accident and health insurance: penetration, operating models and partner market shares; Trade associations in the construction and engineering category offering life insurance and pensions: penetration, operating models and partner market shares; Trade associations in the construction and engineering category offering personal general insurance: penetration, operating models and partner market shares; Trade associations in the food, drink and healthcare category offering business banking services: penetration, operating models and partner market shares; Trade associations in the food, drink and healthcare category offering business insurance: penetration, operating models and partner market shares; Trade associations in the food, drink and healthcare category offering accident and health insurance: penetration, operating models and partner market shares; Trade associations in the food, drink and healthcare category offering life insurance and pensions: penetration, operating models and partner market shares; Trade associations in the food, drink and healthcare category offering personal general insurance: penetration, operating models and partner market shares; Trade associations in the manufacturing and packaging category offering business insurance: penetration, operating models and partner market shares; Trade associations in the manufacturing and packaging category offering accident and health insurance: penetration, operating models and partner market shares; Trade associations in the manufacturing and packaging category offering life insurance and pensions: penetration, operating models and partner market shares; Trade associations in the manufacturing / packaging category offering personal general insurance: penetration, operating models and partner market shares; Trade associations in the media, marketing and entertainment category offering business banking through partnerships; Trade associations in the media, marketing and entertainment category offering business insurance: penetration, operating models and partner market shares; Trade associations in the media, marketing and entertainment category offering accident and health insurance: penetration, operating models and partner market shares; Trade associations in the media, marketing and entertainment category offering life insurance and pensions: penetration, operating models and partner market shares; Trade associations in the media, marketing and entertainment category offering personal general insurance: penetration, operating models and partner market shares; Trade associations in the mining, minerals and utilities category offering business banking services: penetration, operating models and partner market shares; Trade associations in the mining, minerals and utilities category offering business insurance: penetration, operating models and partner market shares; Trade associations in the mining, minerals and utilities category offering accident and health insurance: penetration, operating models and partner market shares; Trade associations in the mining, minerals and utilities category offering life insurance and pensions through partnerships; Professional associations offering business banking services: penetration, operating models and partner market shares; Professional associations offering business insurance: penetration, operating models and partner market shares; Professional associations offering accident and health insurance: penetration, operating models and partner market shares; Professional associations offering life insurance and pensions: penetration, operating models and partner market shares; Professional associations offering personal general insurance: penetration, operating models and partner market shares; Trade associations in the retailing and distribution category offering business banking services: penetration, operating models and partner market shares; Trade associations in the retailing and distribution category offering business insurance: penetration, operating models and partner market shares; Trade associations in the retailing and distribution category offering accident and health insurance: penetration, operating models and partner market shares; Trade associations in the retailing and distribution category offering life insurance and pensions: penetration, operating models and partner market shares; Trade associations in the retailing and distribution category offering personal general insurance: penetration, operating models and partner market shares; Trade associations in the technology and telecoms category offering business banking services through partnerships; Trade associations in the technology and telecoms category offering business insurance: penetration, operating models and partner market shares; Trade associations in the technology and telecoms category offering accident and health insurance: penetration, operating models and partner market shares; Trade associations in the technology and telecoms category offering life insurance and pensions: penetration operating models and partner market shares; Trade associations in the technology and telecoms category offering personal general insurance through partnerships; Trade associations in the transport and tourism category offering business insurance: penetration, operating models and partner market shares; Trade associations in the transport and tourism category offering accident and health insurance: penetration, operating models and partner market shares; Trade associations in the transport and tourism category offering life insurance and pensions: penetration, operating models and partner market shares; Trade associations in the transport and tourism category offering personal general insurance: penetration, operating models and partner market shares; Trade associations in the other miscellaneous category offering business banking through partnerships; Trade associations in the other miscellaneous category offering business insurance: penetration, operating models and partner market shares; Trade associations in the other miscellaneous category offering accident and health insurance: penetration, operating models and partner market shares; Trade associations in the other miscellaneous category offering life insurance and pensions: penetration, operating models and partner market shares; Trade associations in the other miscellaneous category offering personal general insurance: penetration, operating models and partner market shares

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Commercial Affinity Groups: Marketing Financial Services through Professional and Trade Associations in Germany

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