Insurance.com owes its success to its expert content, allowing consumers to make informed insurance decisions. As an increasing number of insurance customers take to the web - and as insurance companies try and cash in on this new market - adding value to sites by providing expert content will be a key to firms' online strategies.
In the highly competitive online insurance arena, Insurance.com has managed to attract an impressive amount of visitors to its web site. It also has a subscriber base of 6000 to its newsletter, and was named one of the top 50 financial websites for 2000.
With aggregators flooding the online insurance space, Insurance.com has differentiated itself by offering professional-level content on its site. Insurance products, often complex and confusing, need to be deciphered by consumers who are seeking to make informed decisions online. Insurance.com offers unbiased, educational content supplied by Forefield. The site contains profiles and insights, as well as email newsletters. In addition, Forefield has provided information on how 14 different life events can effect an individuals insurance decisions. The content is developed and updated regularly by professionals such as attorneys and CFPs, and complies with regulatory requirements.
By offering a high level of value-added content, Insurance.com is targeting the customer who makes insurance purchasing decisions based upon more than just price. The target audience is made up of customers that need expert advice in building their product knowledge, so that they feel more comfortable in making purchasing decisions. This appears to be a winning strategy as evidenced both by the number of visitors and by the positive response to its content. It also allows the consumer to take a more holistic approach to her financial portfolio, as it informs individuals as to how life events can alter their insurance needs.
As more people look to manage their finances online, and financial decisions are increasingly made without one on one contact with professional advisors, financial services firms will find it more important to place a high level of educational content and planning tools on their websites. Insurance.com is a pioneer in this respect in the insurance space and other firms seeking to enter this space will likely adhere to similar business models.