Cross-Selling Insurance: Who is Winning?

Cross-Selling Insurance: Who is Winning?


Insurance providers are presented with a great opportunity to expand the value and number of touch-points with existing customers by cross-selling other relevant insurance products. This brief identifies where the market in general (and brands specifically) currently sits in terms of strategies to embrace this potential.


  • Understand which insurers are currently most effective at cross-selling and what approach they are taking.
  • Gather insight for your insurance marketing strategy with our analysis of consumer survey data on cross-selling.
Reasons To Buy
  • Which insurance brands are currently setting the bar on cross-selling, and where do we sit in comparison?
  • Where do the greatest opportunities in cross-selling lie and to what extent is the market currently embracing them?
Key Highlights

Direct Line accounted for the greatest proportion of car insurance customers that also stuck with the same brand for combined home insurance.

Three quarters of consumers hold two or more insurance policies and so can be effectively targeted by cross-selling strategies.

  • EXECUTIVE SUMMARY : Critical success factors for personal insurance providers
  • THE POTENTIAL FOR CROSS-SELLING : Three quarters of consumers hold at least two insurance policies
  • THE CURRENT LEVEL OF CROSS-SELLING : Only one fifth with car and home combined cover use the same insurer
  • BRAND PERFORMANCE : Direct Line achieves the greatest level of home-motor cross-selling
  • CROSS-SELLING CAMPAIGNS : Direct Line's Together campaign
  • CROSS-SELLING CAMPAIGNS : Aviva Advantages
  • CROSS-SELLING CAMPAIGNS : Mixed prominence of cross-selling campaigns
  • Appendix
    • APPENDIX : Methodology and further reading

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