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In May 2018, WUA conducted a study among 200 consumers to assess which insurer scores highest when searching for a life insurance policy online. CentraalBeheer was declared winner, being well ahead of their competitors with a Web Performance Score of 77.

  • Web Performance Score
    Onderzoek ORV
    Meting: Mei 2018
    Land: Nederland
  • Score
  • 1 77
  • 2 61
  • 3 61
  • 4 60
  • 5 60
  • 6 59
  • 7 55
  • 8 51
  • 9 51
  • Bekijk volledige lijst

Insights Update Life Insurance

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De verzekeraar uit Apeldoorn stond vorig onderzoek ook op al met afstand op nummer 1 en is vooral gestegen op het gebied van Vindbaarheid. verovert de tweede plaats; deze partij scoort ongeveer hetzelfde op Vindbaarheid maar converteert beter dan AEGON en heeft de hoogste conversie van de drie en belandt met een Web Performance Score van 61 op de derde plek.

Reaal makes a fantastic First Impression

Reaal scores well in First Impression on the themes of Look & Feel and Offer. Interpolis, FBTO and CentraalBeheer still have a lot to gain in this area. Our consumers did point out, however, that there’s still room for improvement with regard to Reaal’s In-depth experience. Independer scores highest in In-depth experience on all three customer experience themes (Look & Feel, Offer, and Brand).

4 insights from this study

  • Winner manages to attract 78% of all consumers to their website. This is almost twice as much as first runner-up Rabobank (43%). A large part of CentraalBeheer’s victory is due to this particular strong point.

  • 17% of our consumers choose, with which they beat with regard to ​​Preference (15%). is found by “only” 31% of our consumers. With 48%, the conversion of is the highest in this study.

  • Reaal’s high customer experience scores throughout the costumer journey are a contributing factor to their high conversion score. In First Impression, scores best on customer experience. Visitors immediately know that they can find relevant information on the pages they visit and the website scores highest on the theme of Look & Feel.
  • has been the market leader in this study for a long time. It is striking to see that has been able to take an upward trend over the years and that is losing preference.

Goal and relevance of this research

The goal of this research is to exactly map the digital experience of potential customers who are searching for a life insurance policy online. 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.