How Admiral built a digital-only insurance brand

Car insurance is dominated by price comparison websites, but new opportunities exist for brands that look in the right places.

For years, car insurance has been dominated by the influence of price comparison websites, which have promised the best deals for consumers by doing the legwork for them. But all industries must adapt to change, and this offers opportunities for brands that can take advantage of that change, such as Admiral.

“The world of insurance distribution is evolving. Direct insurers like ourselves are so reliant on price comparison, we make up 80% of the market,” said James Cuff, Head of Digital, Product Lab at Admiral Group Plc, when he spoke at Planning Reimagined, a joint event organised by...

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