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This January study involves 200 customers on a desktop and focuses on the best supplier or advisor in annuity based on investment. Aegon.nl ranks first with a Digital Sales Score of 30. Rabobank.nl comes in second with a score of 26, and Binck.nl takes third place with a score of 21 points.

ING.nl is preferred when it comes to Customer Experience, with a CX-Score of 69. Rabobank.nl is a close second with a total of 68 points. ABNAMRO.nl, yet another major bank, takes third place with a score of 67. Aegon comes in at fifth place (64 points), just above NN.nl ranking last with 61 points.

  • Digital Sales Score
    Study:Annuity
    Measurement date: January 2019
    Country: Netherlands
  • Score
  • 1 Aegon.nl 31
  • 2 Rabobank.nl 26
  • 3 Binck.nl 21
  • 4 NN.nl 16
  • 5 BrandNewDay.nl 16
  • 6 EvivanLanschot.nl 14
  • 7 CentraalBeheer.nl 13
  • 8 ABNAMRO.nl 12
  • 9 ING.nl 11
  • 10 123lijfrente.nl 8
  • 11 OHRA.nl 7
  • 12 SNSBank.nl 6
  • 13 Moneywise.nl 0
  • Bekijk volledige lijst
  • Highest total score
  • Highest score on device
In the fourth quarter of 2018 WUA renewed her questionnaire. The Digital Sales Score is now divided in the Digital Sales Score and the Digital CX-Score. Read more about it here.

High variety in small and large insurers in annuity market

The annuity market consists of a large variety of small and large insurers and banks that offer annuity based on investment. The Digital Sales Top 3 reflects this variety and consists of both banks and insurers such as Aegon.nl (number 1), Rabobank.nl (number 2), Binck.nl (number 3) and Zwitserleven.nl (number 4).

Aegon.nl: high Findability, lacking Conversion

Even though Aegon.nl attracts the most visitors, it is not as strong in convincing the visitors of their website to take out annuity based on investment. For example, Aegon is found by 73% of orienting customers, a staggering 33% higher than Rabobank.nl (40% of respondents). The high Findability translates in a number 1 ranking in Digital Sales, however, Rabobank.nl displays a higher Conversion percentage: 38% compared to 27% for Aegon.nl.

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New: The Digital CX-Score

The Digital CX-Score is a display of the total website experience and has been based on questions regarding the themes Look&Feel, Selection, and Brand. For instance, the ability to quickly and clearly convey the website’s selection and the trust in the company behind the website. The score consists of a measured mean of all of these elements, in which the elements that have proven to have a bigger impact on the eventual preference weigh more heavily. Our analysis show for instance that elements such as Selection and Brand are considered more important in generating a preference than the element Look & Feel.

  • Digital CX-Score | Desktop
    Onderzoek Lijfrente
    Meting: Januari 2018
    Land: Nederland
  • Score
  • 1 ING.nl 69
  • 2 Rabobank.nl 68
  • 3 ABNAMRO.nl 67
  • 4 Binck.nl 66
  • 5 Aegon.nl 64
  • 6 NN.nl 61

CX-score: ING.nl takes the lead

Even though the top 3 in the Digital Sales Scan contains a variety of suppliers, it appears that it is the major banks that offer the best online experience. ING.nl has the highest Digital CX-Score (69), followed by Rabobank.nl (68), and ABNAMRO.nl (67).

If we break this down even further, we find that CentraalBeheer.nl offers a good First Impression when it comes to Look & Feel, but it loses points for Further Look.

Verder uitgesplitst zien we dat CentraalBeheer.nl een goede Eerste Indruk neerzet wat betreft Look & Feel, de verzekeraar zakt op dit onderdeel helemaal weg in de Verdieping.

After orientation, 30% of visitors do not fully understand annuity based on investment

To a certain extent, visitors feel they are well informed about the product throughout the orientation process. Visitors indicate an increase in clarity regarding the statement “to what extent is annuity based on investment clear to you”. 30% of the visitors, however, indicate they still don’t fully understand the product after completing the orientation, compared to 50% of the visitors prior to the orientation.

Furthermore, customers prefer to familiarize themselves with annuity online. Almost half of the visitors (49%) indicate they would actually take out the product online. 84% of the consumers would use a desktop or laptop to do so. Less than a third of the visitors prefer to connect with an advisor or a supplier in person during an appointment.

Some Research Insights

  • The winner of this study is Aegon.nl, with a Digital Sales Score of 30. The insurer has the highest Findability (73%) and highest Preference (20%) among orienting consumer.

  • The annuity market consists of a large variety of small and large insurers and banks that offer annuity based on investment. The Digital Sales Top 3 reflects this variety and consists of both banks and insurers such as Aegon.nl (number 1), Rabobank.nl (number 2) and Binck.nl (number 3).

  • Aegon.nl: high Findability, lacking Conversion

  • Even though the top 3 in the Digital Sales Scan contains a variety of suppliers, it appears that it is the major banks that offer the best online experience.

  • After orientation, 30% of visitors do not fully understand annuity based on investment.

Insights Update Annuity

Get free high level results in the Insights Update Annuity January 2019
Download Now

Goal and relevance of this research

The goal of this research is to exactly map the digital experience of potential customers who are orienting themselves on an annuity. It is important to capture the consumers’ choices and their reason why choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, whatever are the best practices and the obstacles per provider. A custom-made rapport is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.