Insurance — General (Home, Car, Business)
The shape tilts toward Digital Maturity (68.7) and away from Retention & Loyalty (60.9). That tilt tells you where the industry's marketing dollars have gone and where they haven't. The businesses that correct the tilt first will see outsized returns because they're fixing the constraint that's holding everything else back.
Dimension Breakdown
Mid-table. Not broken, not exceptional. The businesses that invest in their marketing here will see disproportionate returns because their competitors aren't.
NRMA Insurance (IAG) at 74.6 vs Honey Insurance at 54.8. That gap is wider than the difference between some entire industries. The leaders in this vertical are playing a different game.
+2.7 versus the national average of 66. This is where the industry has invested. The question is whether it's investing enough everywhere else to capitalise on that strength.
Why Australian general insurers underperform their financial services peers
General insurance at 65.2 composite sits in the middle of the pack. It's above the national average of 63.2 but meaningfully below Retail Banking (71.4) and Superannuation (67.1). For an industry that collectively spends hundreds of millions on Australian advertising, the return on marketing investment is unremarkable.
The problem is structural. Insurance is a low-engagement product. Nobody wakes up excited about their home insurance renewal. The purchase trigger is either price (comparison shopping), fear (after a weather event) or obligation (lender requirement). None of these are brand-driven decisions in the traditional sense.
Acquisition Performance at 66.0 reflects this reality. Insurers compete primarily through comparison channels and paid search. The customer acquisition cost is high and the switching rate is structural. IAG (72) and Suncorp (70) have invested in direct channels that reduce dependency on comparison sites. QBE (64), which operates more in the commercial space, shows a different profile entirely.
Retention and Loyalty at 60.9 is the standout weakness. Auto-renewal creates the illusion of loyalty. But true retention, where the customer actively chooses to stay, requires engagement that most insurers don't invest in. Wellness programs, risk reduction tools and proactive claims communication are retention mechanics. Most insurers only talk to customers at renewal and claims.
Data and Tracking at 62.1 is the execution gap. Insurers have extensive actuarial data but marketing attribution remains basic. When the comparison engine sends a click and the call centre closes the sale, who gets credit? This measurement gap leads to chronic underinvestment in the channels that actually drive profitable growth.
A 19.8-point spread between NRMA Insurance (IAG) and Honey Insurance. That's not one industry. That's two separate leagues operating under the same name. The leaders are playing chess. The challengers are still learning the rules.
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Closest composite scores to Insurance — General (Home, Car, Business) (65).
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Insurance — General (Home, Car, Business) scores 65.2 on average. That's one number across 6 dimensions. Your number will be different, and the breakdown will tell you exactly where to invest and where to stop wasting money.
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Related industries, patterns and businesses in the Atlas.
Closest composite scores to Insurance — General (Home, Car, Business) (65).