UK Commercial Insurance Distribution 2017

"UK Commercial Insurance Distribution 2017", report provides an in-depth study into the trends of commercial insurance distribution. The report discusses the influence of the differing purchasing behaviors of SMEs compared to larger corporate businesses, and pays particular attention to the role and strategies of brokers within product distribution. It also addresses the challenges in the market and the impact of technology on consumer channel preferences, before concluding with a distribution forecast for the coming years.

Commercial insurance remains a highly competitive market, and the distribution of its products continues to evolve and vary. Brokers hold the highest share of the commercial market despite incremental growth in the other channels. The SME market has been driving this change, with more of these types of businesses opting to purchase insurance directly from their provider. These SMEs require less comprehensive insurance coverage, meaning a more simplistic and efficient offering is adequate.

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Key Companies:
AXA
Direct Line
Hiscox
NFU Mutual
Aviva
Allianz
Simply Business
Towergate
Confused.com
Comparethemarket.com
Moneysupermarket.com
Gocompare.com
Barclays
Lloyds Bank
Arthur J. Gallagher
JLT
Marsh
Aon
Willis
AA
Saga
Thistle Insurance Services
Tower Watson
Jelf
Insurance Times
Willis Tower Watson
Giles

Brokers dominate the distribution of commercial insurance with a 77.1% share of the market.

Brokers of all capacities are keen to improve their online propositions to provide an enhanced level of customer service.

Underinsurance is a problem within the SME space, with significant proportions citing price and a general lack of knowledge or product awareness as the reasons for forgoing adequate insurance cover.

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Table of Contents:
1. EXECUTIVE SUMMARY 3
1.1. Brokers dominate as the direct channel increases its share 3
1.2. Key findings 3
1.3. Critical success factors 3

2. COMMERCIAL INSURANCE: CHANNEL ANALYSIS 9
2.1.1. Introduction 9
2.2. Brokers still dominate despite a continuing dip in share 9
2.2.1. The need for specialist advice keeps brokers at the top 9
2.2.2. Brokers continue to see their distribution shares slip for more simple products 10
2.3. SMEs look to channels other than brokers for their insurance 11
2.3.1. The online channel serves SMEs well for commoditized commercial products 11
2.3.2. The direct channel competes against brokers within the SME space 13
2.3.3. Banks and aggregators have grown their channel shares in most business segments 14
2.4. Commercial insurance distribution within the direct channel 15
2.4.1. Insurers continue to grow their direct propositions 15
2.4.2. A select few commercial insurers offer a direct proposition 18
2.4.3. Aviva's Digital First initiative targets customers choosing the online channel 18
2.4.4. Hiscox's continued investment in its online infrastructure is proving a success 19
2.5. Retailers and affinity groups and commercial insurance 20
2.5.1. Affinity providers target SMEs with more commercial insurance products 20
2.5.2. Direct propositions are limiting aggregator usage in the commercial space 22
2.5.3. Comparethemarket.com and Moneysupermarket.com are preferred by SMEs 23
2.6. Banking providers and the distribution of commercial insurance 23
2.6.1. Banks and building societies are used the least to purchase commercial policies 23

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3. BROKERS AND COMMERCIAL INSURANCE DISTRIBUTION 26
3.1. The broker landscape is dominated by five global firms 26
3.2. Global brokers retain the largest share of commercial revenues 26
3.2.1. The top five brokers accounted for around 45% of the total market in 2016 26
3.2.2. JLT ranked first for a second year running 27
3.2.3. Marsh is set to continue its aggressive expansion strategy 28
3.2.4. Aon aims to grow its UK national business 28
3.2.5. Arthur J. Gallagher climbs to fourth as its series of acquisitions pays dividends 29
3.2.6. Willis looks to Towers Watson merger to improve financial performance 29
3.3. The growth strategies of brokers are largely similar 30
3.3.1. Brokers are looking to facilitate growth through cross-selling and upselling 30
3.3.2. National brokers have acquisitions high on the agenda 32
3.3.3. Brokers are warming to the use of social media 35
3.3.4. Provincials keep with tradition but are considering developing their online channels 37
3.3.5. The super-regionals are prioritizing social media engagement 38
3.3.6. National brokers are looking to enhance their online propositions 38

4. THE DISTRIBUTION LANDSCAPE GOING FORWARD 40
4.1. Is disruption causing more difficulties than benefits? 40
4.1.1. E-trading disruption tool is set to enhance broker functionalities 40
4.1.2. Commercial lines carriers are set to benefit from the introduction of blockchain 41
4.1.3. The advice gap could be leaving SMEs underinsured 42
4.2. How will the distribution landscape alter in the coming years? 43
4.2.1. Growth in the commercial market will stem from SME insurance 43
4.2.2. Continued growth of the direct channel will cause brokers to lose more share 44
4.2.3. Micro firms account for the most GWP handled in the SME market 46
4.2.4. The future of commercial distribution depends on developments in the SME market 46

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5. APPENDIX 48
5.1. Abbreviations and acronyms 48
5.2. Definitions 48
5.2.1. Brokers 48
5.2.2. Direct 48
5.2.3. SME 48
5.3. Methodology 49
5.3.1. Primary sources 49
5.4. Bibliography 49
5.5. Further reading 50

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