Report marketing and trends in the insurance industry 2021
The insurance industry has entered the digital age and adapted its offers online. Consumers' changing needs and expectations place greater demands on existing insurance companies.
The organic traffic of insurance companies
Länsförsäkringar is by far the most well-visited website of the insurance companies and their organic growth has increased by 10% over the past 6 months. Länsförsäkringar also has the best values with external links pointing to the site. Trygghansa, on the other hand, invests most in Google Ads, even though Länsförsäkringar has also increased the digital channel during the past six months.
Image: Länsförsäkringar has by far the most search traffic to its website. 79% of their traffic consists of brand searches with 988 keywords. 21% of the terms, which corresponds to 2370 keywords, are not trademark search terms. Most of these are on the 2nd page and further away in Google's search results.
Searches on insurance companies' brands on Google
Image: brand searches on insurance companies' brands in March 2021 and the trend for the last 12 months. The general trend is -12% on company names.
ExpandTalk's brand survey 2020
Spring brand survey with the largest Swedish sites as we did in June 2020 had visitor statistics from these insurance companies.
|Web site||Number of unique visitors in June 2020|
|Länsförsäkringar||1 800 000|
|Trygg Hansa||345 800|
|Modern Insurance||187 800|
Search volumes for various insurance concepts on Google
The pandemic has meant changing consumption patterns, not least around insurance. It can be seen that the monthly search volumes in Sweden on Google for different types of insurance have increased for animal insurance and home insurance, while searches for the term 22 travel insurance have fallen sharply.
Content marketing in the insurance industry
The insurance industry is a niche with many players who try to work with getting visitors to their website and thus new customers. Acquiring customers through Google advertising is something that can be very expensive if you do not have the conditions and first create relevant content for the target group.
About the insurance industry
The insurance companies have adapted with digital offers and advanced analysis? which provides the opportunity for business development and to deliver new insurance solutions. The challenges in the insurance industry continue to be to maintain good profitability and growth in an environment where competition is increasing and regulations are complex.
The age change among customers and low interest rates also lead to major changes in how insurance companies communicate with their customers.