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Market Research Report
Commercial Affinity Groups: Marketing Financial Services through Professional and Trade Associations in Germany
| Published by |
Finaccord Ltd. |
| Published |
February, 2009 |
Product code |
83223 |
| Content info |
130 Pages |
| Price |
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Commercial Affinity Groups: Marketing Financial Services through Professional and Trade Associations in Germany published by Finaccord Ltd. in February, 2009. This report consists of 130 Pages and the price starts from US $ 1995.
Abstract
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 Mittelstandische 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.
Table of Contents
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 Arzte- 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 Arzteversicherung 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
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