AXA creates broker ‘big data’ tool to provide greater customer insight and market competitiveness

AXA is introducing a new ‘big data’ tool for brokers to give them greater insight into existing and potential clients.

13 November 2014

Posted in Innovation

by Daniel O’Byrne (see media contact)

Endcustomer.co.uk, which has been built in-house by Ignition NBS, AXA’s broker marketing  agency, pools data from a host of public sources, presenting brokers with a quick, clear and concise view of a business allowing them to tailor both the approach and the insurance solution for that client.

For example, when a broker inputs the name of a company they wish to target, Endcustomer will show the financial performance of the business and flag any flood, subsidence and theft issues in the local area.

This gives brokers the insight to improve their risk submissions by providing an overview of a business’ web and social media activity, showing the company’s current credit risk, detailing any health and safety breaches and outlining what other company boards the directors sit on to assist with  potential cross sell opportunities. 

Ken Wright, Head of Broker Development at AXA Commercial Lines and Personal Intermediary, said: “Everyone is talking about big data and its applications but to date, it has mainly been from an insurer perspective.

“What Endcustomer does is give brokers real time, direct access to a range of data sources, consolidating insurance-relevant information and presenting it to brokers in such a way that they are given a much clearer view of current or potential commercial customers’ risks to assist with client conversations”

Wright added that the tool would be particularly applicable to larger risks that brokers may be targeting as the bigger the business, the longer the data trail.

“This tool will provide information on any registered business but for brokers targeting the mid-market sector, it will be particularly useful as, to put it simply, there is more data to consolidate delivering a much more detailed picture of the risk.

“This will provide brokers with a genuine edge as they will have the means to real time profile risks and even if they do identify an issue such as a past health and safety breach, being better informed and evidencing their research with the customer will underline their professional approach.”

Endcustomer is the latest iteration of AXA’s “Grow your Business” broker support programme delivered by Ignition, which has already built more than 50 digital solutions for brokers including websites, social media sites, aggregator landing pages, quote and buy systems. In addition, Ignition offers traditional marketing support such as marketing consultancy, print solutions, data profiling, lead generation campaigns, brand and advertising  for hundreds of brokers across the country.

Brokers wishing to use Endcustomer.co.uk should contact their local AXA branch to arrange a demo. The digital tool can be licensed direct by Ignition or can form part of the wider support package for AXA-supporting brokers.