The Association of British Insurers (ABI) has just published some best practice advice to act as guidance for insurance providers, brokers and insurance comparison websites who sell insurance products including car insurance for women drivers.
This guidance states that customers should be able to review key features of their selected policy before they commit to buy; should see what cover is provided as standard as well as which features are add-ons and be given clear information about excesses. In principle this should help women drivers do their insurance buying homework before committing to one car insurance provider but in reality if the likes of Aviva and Direct Line companies and insurance products are not using comparison websites surely those female motorists who buy their motor insurance online will be looking at a restricted audience, without necessarily appreciating this?
And if insurance providers are paying the likes of £40 per lead/sale to comparison websites perhaps it’s time to give High Street brokers like Cooperative, Swintons and NFU a fair chance to compete?
Maybe it’s just me but I sense a genuine appetite for a more female friendly customer service from the women drivers I speak to – perhaps the time is right for female friendly insurance brokers to sharpen up their marketing tactics here and give the comparison websites some serious competition based on keen prices, added value and superior customer service.
To find out more, read FOXY’s car insurance feedback for women drivers…
FOXY Steph
