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Major insurers neglecting mobile users

Major insurers neglecting mobile users

Nearly two-thirds of the UK’s major insurers and aggregators are neglecting mobile and tablet users, despite the devices’ increasing popularity.

A study of 18 major insurers and aggregators by financial experience design agency Dock9 revealed more than a quarter (28 per cent) are failing to design websites for mobiles and tablets.

Of those that do cater for mobile device users, nearly two thirds (57 per cent) have sites that are not touch optimised.

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As a result, customers have a longer quote-to-buy journey than necessary, as websites that are touch optimised save users nearly a quarter of the time they would otherwise spend on the purchase.

Axa, Go Compare and Simply Business were found to provide the best online quote-and-buy experience, while Quantum PLC, Markel Direct and The Insurance Octopus were the least satisfactory.

Mark Lusted, managing director at Dock9, said: “For years innovation hasn’t been a primary focus for the insurance industry. But in the start-up era, where insurtech start-ups are attracting more consumer attention, this needs to change. 

"Our research highlights best practices that businesses can learn from – whatever insurance niche they’re in.”

Steven Sibley, director at Berkhamsted-based Highclere, said he has never really had any clients complain that they can’t have all the information at their fingertips.

Mr Sibley said: "A lot of the younger clients seem to be whizzes on their tablets and get all the information pretty quickly."

simon.allin@ft.com