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Canadians in Ontario stick to traditional insurers they know and trust when they search to buy car insurance online. Out of the 400 Ontarians participating in our car insurance study, 243 said they’d usually prefer such companies. Indeed, the winner of this inaugural car insurance study in Ontario is TD Insurance. TD leads with a Digital Sales Score of 27 over competitors (21pts) and (16pts). Of note is, a digital-only insurer taking the 4th position in this study by only a small margin.

>> Get the high-level figures behind this study in the Market Insights Update Car Insurance June 2019 also takes the lead in the study’s CX-Score ranking with 63 points. Here too, belairdirect and Intact follow suit. is the only other website to making the ranking thanks to the high number of evaluations it received (40 respondent evaluations are needed to qualify).

  • Digital Sales Score
    Study: Car Insurance
    Measurement: June 2019
    Location: Ontario, Canada
  • Total Desktop Mobile
  • 1 27 27 27
  • 2 21 21 22
  • 3 16 17 14
  • 4 16 16 14
  • 5 14 12 17
  • 6 14 16 13
  • 7 12 15 10
  • 8 11 11 11
  • 9 11 12 10
  • 10 11 8 13
  • 11 10 8 11
  • 12 9 12 4
  • 13 8 10 6
  • 14 8 6 9
  • 15 5 6 -
  • 16 5 8 0
  • Show full list
  • Highest total score
  • Highest score on device

Market Insights Update

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Digital Challengers in the wing

TD Insurance and belairdirect stand at an advantage in the Ontario market. Vast name recognition and brand affinity translates into high findability in this study. With a large existing customer base, it is not pariticularly surprising that respondents choose TD (18%) and belairdirect (13%) as their #1 choice for car insurance. Nonetheless, there is cause for concern for the long-time insurers. Even with their high findability and preference, their conversion remains middle of the pack.

It’s & that convince more than 40% of their web visitors to choose for them if the respondent had to choose now. Give these providers to the opportunity to gain ground on findability and they will be a serious challengers. Especially given more than 65% of respondents said they are open to switching providers.

Many small long-tail websites competing

A total of 16 websites were found by enough respondents to be included in this study’s ranking. Yet, only 4 websites were evaluated sufficiently to be considered in the Digital CX Score below. What’s left are 12 websites that are preferred by 6% or less of our study participants. While Sonnet and PC Insurance stand to gain ground due to very convincing websites, other websites suchs as RBC, Allstate, and Desjardins have quite some work ahead of them should they wish to gain greater market share.

The Digital CX-Score

The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.

  • Digital CX-Score | Desktop
    Study: Car Insurance
    Measurement: June 2019
    Country: Ontario, Canada
  • Score
  • 1 63
  • 2 61
  • 3 61
  • 4 52
  • Digital CX-Score | Smartphone
    Study: Car Insurance
    Measurement: June 2019
    Country: Ontario, Canada
  • Score
  • 1 59
  • 2 55
  • 3 55
  • 4 54

CX on smartphone lags behind desktop stands out as one provider that has a noticable gain in conversion on smartphone. TD & Belair maintain their conversion rates, though the Digital CX scores above suggest the smartphone experience has room for improvement. On the other hand, Sonnet, intact, and PC Insurance all see declines in their conversion rates. To discover all the figures behind the study, download the market insights update below.

Goal and relevance of this Car Insurance research

The goal of this study is to map the digital experience of potential customers who search for car insurance online. With this, we capture consumers’ choices and their reasons for choosing a specific brand/website. Our validated model shows what customers prefer, what the digital market best practices are, and predict which changes to the website will increase conversion and digital sales. Get the top-level results by downloading the market insights below. An in-depth custom-made report is available within two weeks, including an action workshop on location and an accompanying presentation. Contact us for more information.