How NOT to be a great aggregator

A press release for a US business insurance aggregator came across my desk today from a US company full of phrases like “sets new standards” and “saving time and effort”.

So I checked it out.. the PR suggested that I could compare quotes for business insurance across multiple insurers for all types of cover - key man, general liability etc etc.

On the site it’s easy to find the business insurance section, and as promised big friendly buttons point me to the class of business I want. BUT.. all 12 buttons take me to the same form with the same questions to answer…

…clearly, this is not a quoting site, just a name and number grabber to ship off to highest bidders.

The problem with this type of thing is the consumer - they’re much more savvy that sites like this believe them to be.

If you’re going to offer the promise of a quote, you need to at least ask the questions they would expect to hear - remember, they’ve probably already got insurance before, if they don’t get asked a reasonable subset of the questions they expect then at the very best they’re going to think you’re not doing your job very well.

There are upsides for you too with clean, well organised data:

Faster handling of enquiries
Less re-keying
Easier analytics and M.I.

Don’t be one of the many broker sites promising a quote with a form that asks for a name, address and telephone number and that’s it… prospects don’t buy it!