Post Blog: Can affinity marketing really work for insurers and brokers on the aggregators?
It’s hardly surprising why insurers, brokers and affinity groups want their products to appear on the aggregators; when for personal lines, it represents an ever-expanding marketing channel. The rush to the channel has however, recently led to a re-appraisal of the relationship between providers and their partners, as well as a greater degree of realism on both sides.
The danger for insurance providers has always been that using affinity brands runs the risks of "cannibalising" customers and perhaps more importantly, losing many of the benefits of working with
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