Reading Time: 3 minutes

In November, 400 consumers oriented themselves through both desktop and smartphone on taking out a home insurance. For the third time in a row, Independer.nl comes out a winner. This is partly due to the fact that Independer.nl’s website appears to be top-of-mind with approximately one-fifth of their visitors.

Despite a relatively low Findability of 34%, the comparison website stands tallest among other providers with a Digital Sales Score of 27 and a Preference of 15%. CentraalBeheer.nl is the runner-up with an overall score of 22 and a Preference of 11%. Unive.nl closes the top 3 with a score of 17 and a Preference percentage of 9%.

  • Digital Sales Score
    Study:Home Insurance
    Measurement date: November 2018
    Country: Netherlands
  • Totaal Desktop Mobiel
  • 1 Independer.nl 27 27 27
  • 2 CentraalBeheer.nl 22 20 23
  • 3 Unive.nl 17 19 16
  • 4 Rabobank.nl 17 16 17
  • 5 FBTO.nl 15 13 17
  • 6 Aegon.nl 13 11 15
  • 7 Interpolis.nl 12 16 8
  • 8 Klaverblad.nl 12 10 13
  • 9 Allsecur.com 12 10 13
  • 10 Ditzo.nl 11 14 7
  • 11 OHRA.com 10 7 13
  • 12 ING.nl 9 10 9
  • 13 verzekerdbijHEMA.nl 8 11 5
  • Schow full list
  • Highest total score
  • Highest score on device

Insights Update Home Insurance

Get free high level results in the Insights Update Home Insurance November 2018
Download Now

Digital Sales Score: Independer.nl and CentraalBeheer.nl keep distancing themselves from competitorsders

The top 2 appears to be distancing themselves from other providers compared to the February 2018 research. independer.nl and CentraalBeheer.nl seem to be growing mostly regarding Conversion. The number 3, Unive.nl, climbs within the area of Findability but stays behind on Conversion. This appears to be due to their low scores on Selection in
the in-depth phase.

Banks score relatively low on orientation with home insurance

Rabobank.nl is the only bank having been able to get spot in the top 10. Compared to the last research in February 2018, this website has increased most on Conversion from 16% to 30%. This is a raise of no less than 190%.

Even though most consumers (83%) know that a home insurance can be very well taken out with their own bank, only 22% indicates they would actually prefer their own bank over other providers when it comes to choosing a home insurance.

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 Woonverzekering
    Meting: November 2018
    Land: Nederland
  • Score
  • 1 FBTO.nl 69
  • 2 Unive.nl 68
  • 3 CentraalBeheer.nl 68
  • 4 Klaverblad.nl 67
  • 5 Independer.nl 63
  • 6 Aegon.nl 60
  • 7 Ditzo.nl 60
  • Digital CX-Score | Smartphone
    Onderzoek Woonverzekering
    Meting: November 2018
    Land: Nederland
  • Score
  • 1 CentraalBeheer.nl 70
  • 2 Unive.nl 70
  • 3 Rabobank.com 68
  • 4 OHRA.nl 68
  • 5 Aegon.nl 66
  • 6 Independer.nl 66
  • 7 Klaverblad.nl 63
  • 8 Ditzo.nl 60

CX-Score: FBTO.nl and CentraalBeheer.nl achieve best online experience

The best online experience on desktop is provided by FBTO.nl, with a Digital CX-Score of 69. On smartphone however, CentraalBeheer.nl is the one scoring highest on providing the best online experience. They have reached a Digital CX-Score of 70.

Insights Update Home Insurance

Get free high level results in the Insights Update Home Insurance November 2018
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 with taking out a home insurance. 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.