Hastings Direct Pioneers Customer-Centred Approach to Buying Insurance Online with Wunderman Thompson Commerce

Wunderman Thompson Commerce, the leading global eCommerce consultancy, has partnered with UK insurance provider, Hastings Direct, on their digital transformation journey to redefine the way customers buy car insurance online.

The new website supports Hastings Direct’s brand message to offer customers a simple and straightforward approach to buying insurance. The new digital experience presents a frictionless end-to-end car insurance purchasing journey, whether buying direct or from a price comparison website.

Extensive research was conducted by Wunderman Thompson Commerce who were responsible for competitor benchmarking, mapping out the entire online journey, removing friction points, adding signature moments, and advising on best practice. All of which informed the redesign of the entire car insurance buying journey.

Since the website’s launch, customer satisfaction amongst Hastings’s customers has increased, with metrics showing a 14% increase in customers being able to find what they are looking for and 33% increase in ease of use. Trust and transparency across the buying process has also improved, with customers more confident about what is included in their core policy.

Allan Potter, Head of Digital New Business, Hastings Direct, said: “We are delighted with our new quote and buy website and our business benefits remain firmly on track. The teamwork has been exceptional, and we are proud to have delivered something that our customers are responding very positively to – with NPS of digital sales at an all-time high.”

Finn Walsh, Digital and Marketing Director, Hastings Direct, said: “With our CX capability supported by Wunderman Thompson Commerce, we believe we have raised the bar in car insurance and have created a market leading experience. This excellent new baseline allows us to respond to the changing needs of car insurance customers more quickly, and in a manner which makes interacting with Hastings Direct a pleasure – not something usually associated with buying car insurance.”

Neil Stewart, Chief Executive Officer, Wunderman Thompson Commerce, said: “We are hugely excited to be part of Hastings Direct’s digital transformation process. Their new site has elevated the customer experience to an all-time high and clearly shows its ambition to be the most user-centric online insurance provider in the market. What’s more, Hastings Direct now has a platform and experience that will support their growth ambition in the future.”

The same insights and principles were also used to inform the new Hastings Direct brand platform and brand campaign. Developed by Wunderman Thompson, ‘Simplicity is the best policy’, positions Hastings as a distinctive and digital-first brand. The campaign is currently live across integrated media including TV, Radio and DOOH.