| This month, James Harrison of Insurancewide urged | | | | aggregator service like this anyway, so why not try |
| brokers to embrace aggregator technology and | | | | and monetise it yourself - And help your user get what |
| include it within their customer quotation systems. He | | | | they want. |
| suggested that brokers could use an aggregator | | | | You can also identify drop out pages on your site, |
| solution to improve their customer experience and give | | | | where visitors come in and go straight back out again |
| the customer what they needed. | | | | that you could plug with a popup window if they leave |
| Now most brokers are opposed to aggregators, as | | | | the site at that point. The key is to make the popup |
| really, they are direct competitors to their own | | | | relevant to the page that they are on. |
| businesses. But is there some middle ground where an | | | | Having a car insurance quote form on the back of |
| internet savvy broker could use an aggregator | | | | travel insurance pages isn't going to do you any |
| relationship to earn extra income, provide additional | | | | favours, nor will it improve conversions. Also make |
| products and services and keep his customer happy? | | | | sure that you brand the popup in your look and feel so |
| Firstly, let's look at some of the advantages and | | | | the user knows where it has come from and looks like |
| disadvantages of aggregators | | | | an extension of your services. This will improve any |
| Advantages | | | | conversion rates. |
| Aggregators have usually access to a wider panel of | | | | You could also add secondary product using |
| insurers than brokers, for example, Confused have | | | | aggregators. You could have current accounts or |
| over 60 Motor partners, over 40 home partners and | | | | Cash ISAs or in fact just about any of the services |
| over 30 travel partners. They use a panel of both | | | | they provide. In this way, you are widening your appeal |
| direct insurers and brokers. | | | | and having these services on your site will enhance |
| Aggregators can offer a wider selection of niche | | | | your website and site income. |
| products alongside standard Insurers. Some panels | | | | It also shows that you are giving your customer what |
| include specialists in insurance for over 50s, ladies only | | | | they want, when they want it. |
| and vintage cars. | | | | Tips For Using And Implementing Aggregator Services |
| An aggregator service provides a real time quote, the | | | | You must get a white label version - this means the |
| customer fills in one form and results can be displayed | | | | services are provided in YOUR site look and feel, with |
| immediately. | | | | your navigation and everything. From a customer point |
| Aggregator software can give your site much needed | | | | of view the process is seamless. |
| interactivity. | | | | Cloak the aggregator url - You must tell the customer |
| Aggregator services can provide your clients with lots | | | | you have a relationship with an aggregator using a |
| of secondary products that you can earn an income | | | | "Powered by X" statement but you can hide the URLs |
| from that you don't offer yourself; savings accounts, | | | | so the user looks like he is staying on your site. You |
| current accounts, cash ISAs are just a couple of | | | | would be surprised how many people will revert to the |
| examples. | | | | original url and cut you out of your commissions given |
| Disadvantages | | | | the chance. There are lots of different ways to cloak |
| Using an aggregator means you could be passing lots | | | | urls. |
| of your core business away and earning less income if | | | | Please note this is not to deceive the user in anyway |
| you don't use it correctly. | | | | just to simple protection your commissions |
| Using an aggregator means in commission terms you | | | | Get direct product or quote engine links - Do not just |
| are getting a cut of a cut. So you would not want to | | | | get a single link to an aggregator homepage. You want |
| put all your business through an aggregator. | | | | to control exactly what the user sees when he visits |
| You feel out of control of what your users will do | | | | the aggregator. |
| once they visit the aggregator pages. | | | | Summary |
| So Can You Use On Your Website? | | | | In summary, I believe there is room for adding |
| Firstly, I would like to state that simply having an | | | | aggregator services to a broker website and done in |
| aggregator plonked on your homepage is not | | | | the right way, it can be a win-win. Having worked in |
| something I would suggest you do. | | | | the aggregator space for the last 8 years, I can say |
| Having said that, you can have a working relationship | | | | that the technology used by aggregators work very |
| with an aggregator at key points in your site | | | | well and can provide you with much need interactive |
| processes or use to create new areas of your | | | | content. |
| website that the user will find of benefit and could be | | | | It can also add a much needed additional revenue |
| an additional income earner for the broker. | | | | stream to your broker business quickly and easily. |
| For example, if you have a customer dropping out of | | | | If you do decide it is for you then drop me a line as I |
| your site during a quote process, why not pop up a | | | | have working relationships with most of the major |
| small window, with an aggregator quote form, so they | | | | aggregators and have direct contacts with their |
| can search the market. You could find that the very | | | | partnership teams. |
| next destination for that user would very well be an | | | | |