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In March 2019, 400 consumers oriented themselves on desktop and smartphone on life insurance policies. In this study, CentraalBeheer.nl takes the lead for the third time in a row. On desktop especially, they perform very well, and have a big advantage over the runner-up, Independer.nl, which is 10 points behind. On smartphone, the pattern is mirrored: Independer.nl takes the lead with 27 points, and CentraalBeheer.nl shares second place with Reaal.nl, at 22 points.

The best customer experience on desktop is provided by Reaal.nl, with a Digital Customer Experience Score of 68. On smartphone, Independer.nl scores highest and has the best customer experience.

High Digital Sales Score is mostly due to high Findability

The large difference between CentraalBeheer.nl and runner-up Independer.nl, is mostly due to CentraalBeheer.nl’s high scores on Findability. CentraalBeheer.nl is found by no less than 65% of consumers. Overall, the differences in the market are smaller than they’d been in the previous study (May 2018).

Overall highest conversion for Independer.nl

On average, Independer.nl is best at conversion, handling its visitors most efficiently. With a conversion score of 39%, they beat CentraalBeheer.nl, Reaal.nl, and DELA.nl (all three have a 26% conversion score). Although Independer.nl is ‘only’ found by 36%, they manage to get the Preference of 14% of the market.

Reaal makes the top-3, thanks to better Findability

Whereas in the previous study Reaal.nl had been no higher than 6th place, they now manage to make it to the 3rd position. This is mostly thanks to better findability. In May 2018, Reaal.nl was only found by 1 in 3 consumers, while it’s now found by half of all consumers. That gives Reaal the 2nd highest findability score, after CentraalBeheer.nl.

  • Digital Sales Score
    Study: Term life Insurance
    Measurement: March 2019
    Country: Netherlands
  • Total Desktop Mobile
  • 1 CentraalBeheer.nl 26 31 22
  • 2 Independer.nl 24 21 27
  • 3 Reaal.nl 22 21 22
  • 4 DELA.nl 20 21 19
  • 5 Rabobank.nl 17 12 21
  • 6 Allianz.nl 14 14 14
  • 7 Aegon.nl 9 11 7
  • 8 Klaverblad.nl 7 7 6
  • 9 Overlijdensrisicoverzekering.nl 5 5 5
  • 10 Zwitserleven.nl 3 4 2
  • 11 EigenHuis.nl 1 3 0
  • Schow full list
  • Highest total score
  • Highest score on device

Insights Update Life Insurance

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Allianz.nl and Reaal.nl perform best in First Impression
In the First Impression, Allianz.nl and Reaal.nl score higher than other companies on Look & Feel, Offer, and Brand. They both manage to present a visually attractive website, with quick navigation and clearly presented information about the offer standing out compared to competitors. Rabobank.nl completes the top-3 on all of these themes.

Newcomers’ rise in the market at the expense of FBTO.nl
Klaverblad.nl, Overlijdensrisicoverzekering.nl, Zwitserleven.nl, and EigenHuis.nl are all newcomers in the ranking. Of these four, Klaverblad.nl is ranked highest at number 8. They’re found by 12% of visitors in an orientation on Life Insurance Policies, and get a 2% Preference.

The rise of these new players comes at the expense of FBTO.nl. In this study, FBTO is not found often enough in the search for a life insurance, so it’s dropped off the list entirely. Rabobank.nl falls as well, from a 2nd place to a 5th.

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
    Study: Term Life Insurance
    Measurement: March 2019
    Country: Netherlands
  • Score
  • 1 Reaal.nl 67
  • 2 Allianz.nl 67
  • 3 Rabobank.nl 65
  • 4 CentraalBeheer.nl 65
  • 5 Independer.nl 61
  • 6 DELA.nl 60
  • Digital CX-Score | Smartphone
    Study: Term Life Insurance
    Measurement: March 2019
    Country: Netherlands
  • Score
  • 1 Independer.nl 66
  • 2 Allianz.nl 64
  • 3 CentraalBeheer.nl 64
  • 4 Rabobank.nl 64
  • 5 Reaal.nl 63
  • 6 DELA.nl 59

Insights Update Life Insurance

Get free high-level results in the Insights Update Life Insurance (NL)
Download Now

CX-Score: Reaal.nl and Independer.nl achieve best online Customer Experience

The best online experience on desktop is provided by Reaal.nl, with a Digital CX-Score of 68. On smartphone, Independer.nl scores highest and has the best customer experience. This with a Digital CX-Score of 66. Independer is best in the Further Look phase. They take on a clear advisory role and properly explain the product. Additionaly, the consumer is made familiar with the product and the way-of-working of Independer.

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 taking out home insurance. It is important to capture the consumers’ choices and motivations when choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, what the best practices are and the obstacles each provider struggles with. A custom-made report is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.