Affinity and Partnership Marketing in Accident and Health Insurance in Germany

Published by	Finaccord Ltd.
Published	January, 2009	Product code	81675
Content info	100 Pages
Price	US $ 1792 PDF By E-mail + Excel database (Single Office license) US $ 2150.40 PDF By E-mail + Excel database (License for multi-office in one country) US $ 2688 PDF By E-mail + Excel database (License for multi-office within 2-10 countries) US $ 3584 PDF By E-mail + Excel database (Global License - unlimited users)

Introduction
Related Reports

Affinity and Partnership Marketing in Accident and Health Insurance in Germany published by Finaccord Ltd. in January, 2009. This report consists of 100 Pages and the price starts from US $ 1792.

Introduction

Abstract

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.

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
Affinity marketing for supplementary insurance runs at similar levels to private health insurance 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 Arzteversicherung and DKV have two deals each for supplementary health insurance
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 Volksfursorge 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 7
Entities contacted for the research, segmented by broad category 10
Affinity and partnership marketing schemes for accident insurance in Germany: penetration by type of partner 14
Affinity and partnership marketing schemes for accident insurance in Germany: segmentation by operating model and competitor 16
Affinity and partnership marketing schemes for private health insurance in Germany: penetration by type of partner 18
Affinity and partnership marketing schemes for private health insurance in Germany: segmentation by operating model and competitor 19
Affinity and partnership marketing schemes for supplementary health insurance in Germany: penetration by type of partner 20
Affinity and partnership marketing schemes for supplementary health insurance in Germany: segmentation by operating model and competitor 21
Charities offering accident and health insurance: penetration, operating models and partner market shares 25
Ranking of top 100 professional associations in Germany by approximate number of members 28
Ranking of top 100 professional associations in Germany by approximate number of members (continued) 29
Professional associations offering accident insurance: penetration, operating models and partner market shares 31
Professional associations offering private health insurance: penetration, operating models and partner market shares 33
Professional associations offering supplementary health insurance: penetration, operating models and partner market shares 34
Sports organisations offering accident insurance: penetration, operating models and partner market shares 37
Sports organisations offering private health insurance or supplementary health insurance through partnerships 38
Ranking of top 100 trade associations in Germany by approximate number of members 41
Ranking of top 100 trade associations in Germany by approximate number of members (continued) 42
Trade associations offering accident insurance: penetration, operating models and partner market shares 44
Trade associations offering health insurance: penetration, operating models and partner market shares 45
Trade associations offering supplementary health insurance: penetration, operating models and partner market shares 46
Trade unions offering accident insurance: penetration, operating models and partner market shares 49
Trade unions offering supplementary health insurance through partnerships 50
Lifestyle organisations offering accident insurance through partnerships 52
Banks offering accident insurance: penetration, operating models and partner market shares 56
Banks offering private health insurance: penetration, operating models and partner market shares 58
Savings and public sector banks offering accident insurance: penetration, operating models and partner market shares 60
Savings and public sector banks offering private health insurance: penetration, operating models and partner market shares 61
Savings and public sector banks offering supplementary health insurance: penetration, operating models and partner market shares 62
Co-operative banks offering accident insurance: penetration, operating models and partner market shares 65
Co-operative banks offering private health insurance: penetration, operating models and partner market shares 67
Private banks offering accident insurance and / or health insurance through partnerships 69
Insurance companies offering private health insurance and / or supplementary health insurance through partnerships 72
Online aggregators and brokers offering accident insurance: penetration, operating models and partner market shares 74
Automotive associations offering accident insurance through partnerships 79
Automotive dealers offering accident insurance, private health insurance and / or supplementary health insurance through partnerships 81
Internet, media and telecoms entities offering accident insurance, private health insurance and / or supplementary health insurance through partnerships 88
Online price comparison providers offering accident insurance, private health insurance and / or supplementary health insurance through partnerships 91
Retailers offering accident insurance, private health insurance and / or supplementary health insurance through partnerships 95
Other commercial entities offering accident insurance, private health insurance and / or supplementary health insurance through partnerships 100
Key events in affinity and partnership marketing in accident and health insurance in Europe, 2006 103
Key events in affinity and partnership marketing in accident and health insurance in Europe, 2007 103
Key events in affinity and partnership marketing in accident and health insurance in Europe, 2008 104