eVisibility Insurance 2023: Assessing the Online Presence of Insurers

What about the online visibility of insurers? In the study “eVisibility Insurance 2023”, the market research company Research Tools again examined the presence of the insurance industry in the four online categories of organic search engine results, paid search (search results for which the advertiser pays), comparison portals and social media. E-Visibility is an index for the extent to which a website is visible in the online environment.

Study publication without quantitative results

A total of 156 providers achieve Internet visibility in the insurance market, according to one of the results. Apparently, the spread among the providers is large, because the top ten companies account for 37 percent of the total visibility. According to the study, the Internet visibility of the ten top insurers has decreased somewhat compared to the previous year. However, research tools do not name concrete quantitative results in a study profile.

Instead, some general insights are provided: Three out of the ten providers with the greatest internet visibility are direct insurers. General insurers account for 61 percent of all Internet visibility. The proportion of direct insurers is 19 percent. Special insurers, health insurance companies, banks and other providers were also examined. 54 percent of all identified providers show presence via the comparison portals. At the top is the market leader Check24. In terms of social media platforms, YouTube accounts for 60 percent of Internet visibility.

Allianz and Ergo ahead for the third year in a row

In the evaluation for 2023, Allianz and Ergo once again recorded excellent visibility on the Internet, according to the authors. As in the previous two years, they are at the top of the field. The two companies also secure top positions in at least three of the four online categories analyzed. Barmenia and R+V are new in the top 10. Andsafe and Nexible show the largest positive rank difference compared to the previous year within the top 30.

A total of nine different insurers occupy top positions in the twelve groups. Compared to the previous year, the change at the top of some product categories is striking, writes Research Tools. The following insurers are now in the lead: R+V for household goods, Verti for motor vehicles, Nexible for travel, Allianz for accidents and Barmenia for dental supplements.

This is how the investigation works

According to their own information, Research Tools determines key search terms for the twelve most important product categories and, on this basis, examines the visibility of the providers on the Internet within the German-speaking area. The placements in the organic search engine results, paid search, comparison portals and social media are determined, analyzed and condensed into an overall ranking. The search terms are: occupational disability insurance, liability insurance, household insurance, car insurance, nursing care insurance, private health insurance, legal expenses insurance, travel insurance, Riester pension, term life insurance, accident insurance, additional dental insurance.

There is more information about the paid study here.