In July 2018, WUA once again studied the market for taking out a funeral insurance policy, on smartphone. This benchmark study (n=200) offers insight into the experiences consumers have during the entire orientation process, which company they finally prefer, and most importantly: why?
DELA.nl is favorite for consumers orienting themselves on a funeral insurance policy on smartphone. With a Web Performance Score of 83, they manage to dethrone Monuta. Monuta, however, is still closely behind in second place, with a score of 82. Yarden completes the top-3 with 81 points.
Web Performance Score
Onderzoek UitvaartverzekeringMeting: Juli 2018Land: Nederland
- 1 DELA.nl 83
- 2 Monuta.nl 82
- 3 Yarden.nl 81
- 4 Klaverblad.nl 58
- 5 Ardanta.nl 51
- 6 Nuvema.nl 49
- Aan de basis van elke Web Performance Scan® ligt het Web Performance Model. Met behulp van dit model worden de details van het oriëntatieproces in kaart gebracht. Uiteindelijk wordt de prestatie van een website weergegeven in één overall score: de Web Performance Score.
Large gap between top-3 and smaller providers
For the past few years, we’ve seen in this study that three large players are dominant in the online funeral insurance market. There’s a large gap between the top-3 and the other providers.
Remarkably, however, Ardanta’s website manages to get the second-best conversion score – better than that of the larger parties. In customer experience, too, ‘small player’ Ardanta takes the lead along with Monuta. Ardanta.nl performs best in Offer in the First Impression phase. People feel the offer is clear, and they don’t expect hidden surprises.
On the Brand theme, Monuta.nl scores highest on all questions, in both First Impression and In Depth. Consumers trust the company, have high service expectations, and are pleased with the contact options.
Klaverblad.nl conversion drops by half compared to previous study (January 2018)
The biggest changes in conversion compared to the previous study can be seen at Ardanta.nl and Klaverblad.nl. At Klaverblad.nl, conversion drops by half, whereas the conversion at Ardanta.nl more than doubles. It does need to be mentioned, however, that this study was conducted exclusively on smartphone, while the previous study was done on both smartphone and desktop.
Consumer prefers cash payment over service coverage
In the end, 60% of consumers choose an insurance policy that pays the chosen value, to be spent as one wishes. The remaining 40% opt for a number of services, in which the next of kin does not receive any payment.
You have just chosen your preferred insurance policy. How does the insurer pay in case of death?verlijden?
Over 30% of consumers prefers to receive their insurance policy in writing via mail rather than digitally
We asked consumers in which way they’d prefer to receive their insurance policy details after taking out their insurance. No less than 33% of consumers prefers to receive the information in writing via (snail) mail. The largest group (43%) prefers to receive their information via email, and the remaining 23% chooses to receive their information digitally, on a secured website.
Say you’ve just taken out a funeral insurance policy. How would you prefer to receive your policy information?
Insights for the funeral insurance market
DELA.nl wins the study, after Monuta.nl (January 2018) and Yarden.nl (June 2017). One in three consumers prefers DELA.nl.
Yarden.nl is found most often: 92% visits this website when orienting on a funeral insurance policy. The difference with Monuta and Dela, however, is only 1%.
In customer experience, Monuta.nl and Ardanta.nl take the lead. On Brand, Monuta.nl scores highest on all questions, in both First Impression and In Depth. Consumers trust the company, have high service expectations, and are pleased with the contact options. Ardanta.nl is best in Offer in First Impression. People feel the offer is clear, and expect no hidden surprises.
In conversion, the biggest changes compared with the previous study can be found in Ardanta.nl and Klaverblad.nl. Conversion drops by half for Klaverblad.nl, while Ardanta.nl gains no less than 17 percentage points.
60% of consumers choose an insurance policy that pays the chosen value, to be spent as one wishes. The remaining 40% opt for a number of services, in which the next of kin does not receive any payment.
Goal & Relevance of this study
The goal of this study is to map the digital experience of customers orienting themselves on a funeral insurance policy, which insurer they choose, and most importantly, why. Using a proven model WUA has been working on for the past 10 years, we indicate with precision exactly what customers want, what the best practices are, and what issues insurers may have. A custom-made report is available within two weeks, including an action workshop on location and presentation.