Affinity and Partnership Marketing in Accident and Health Insurance in Germany

Published by: Finaccord Ltd.

Published: Jan. 1, 2009 - 100 Pages

Table of Contents

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

Abstract

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 250,000 market research reports, company profiles and country profiles from over 650 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.