- 70% now start their insurance search on comparison websites
- 69% will ask their current provider to match or beat a new quote
- Aviva offers the best insurance provider comparison service

New research from Global Reviews, the customer experience benchmarking company, has found that over two thirds (70%) of people now start their searches for insurance on a comparison website.

However the study found that whilst over two thirds (70%) start their search there, to ensure they are comparing as many providers as possible, three fifths (62%) then go on to visit the individual provider websites to check that the product really does offer everything they are looking for.

A further three quarters (77%) will visit their current providers’ website to check what they offer, and two thirds (69%) will actually contact them to see if they will match or beat their new quote.

The study found that the key to good customer experience is appreciating that visitors from a comparison website require a different customer journey than visitors who are coming to the site with no information about the product or price. Provider websites need to be prepared for these visitors. They need to welcome potential new customers, make it easy for them to find the product they searched for on the comparison sites, and highlight the areas of the policy they are likely to want to check.

Global Reviews’ recent benchmark of home insurance company websites found that five of the fifteen companies in the study now actually provide some sort of comparison service on their own websites. Global Reviews assessed fifteen leading home insurance websites against its customer experience benchmark. The sites were assessed against more than 500 criteria including; sales support, the ability to quote and apply, website content including comparison services, customer support and overall general site usability. To meet customer expectations, sites needed to score above 55%.

Aviva was found to offer the best comparison feature with a score of 72% and allows users to compare three companies from a list of seven. However all providers in the study need to adjust their websites to improve the customer journey for users who just want to check the product and price previously found on a comparison website,

Global Reviews Managing Director UK, Harvind Bhatti, said, “Many of the benchmarked brands compare policy features, however despite the increasing amount of comparison tools provided on insurance branded sites, no brand yet provides what the majority of visitors to their websites are looking for - simple access to information that will validate the policy and price they have previously viewed on comparison sites.”


Global Reviews asked over 800 home insurance customers what they look for when buying a home insurance, how much they planned to use the internet during the process, and what information they would like providers to offer online. They then looked at the leading websites across the industry to create a benchmark of best practice with over 500 different criteria against which 15 of the UK’s leading provider websites were assessed; Halifax, Liverpool Victoria, Lloyds TSB, Axa, Direct Line, Aviva, More Th>n, Churchill, Tesco, Nationwide, Saga, The AA, Zurich, Barclays and RIAS.

For media inquiries please contact;

Catherine Roan
07801 817 451

Notes to Editors
Global Reviews measures and improves the customer experience of it clients with offices in Australia and the United Kingdom. Clients include 3, Vodafone, AVIVA, Halifax Insurance, Lloyds TSB Insurance, Liverpool Victoria and Mercedes. The company benchmarks websites across over 40 industries and provides actionable recommendations to improve customer acquisition and boost retention. More information about Global Reviews is available at www.globalreviews.co.uk.

Published on: 9:56AM on 25th February 2010