Women's Car Insurance - Buyers
Guide
Update: As of 21 Dec 2012,
gender cannot be used to determine the car insurance premium.
By briefly presenting how sales of
women's car insurance policies have evolved over the years on this site,
we
hope that we can help you to make a good choice for your own women's
car insurance.
When this website was founded in 2005, we had high hopes for sales of
women-only car insurance brands and we worked with all the major and
well-known women-only brands, as well as some lesser known ones.
We were surprised to find that these brands only trickled out in terms
of completed sales. This was in comparison to other car insurance
companies and brokers, as, when we started out, we did not work with
price comparison sites that came along a bit later.
When we did add price comparison sites here, including our own in-house
brand powered by Quotezone, this trickle of sales of specialist
women's car insurance policies came to a shuddering halt. Months went
by with no sales at all. Gradually, we began to drop them as we
believed that while people were clicking on some of them, sales were
not resulting, and in effect, we were wasting people's time by
maintaining them when their uptake was very limited.
Even although price comparison sites are exceptionally popular here and
in general, our visitors have continued to buy directly from car
insurance companies too, just not women's car insurance specialists.
As a result, we finally dropped our last women's car insurance
specialist in 2010 and have not noticed any significant change in the
patterns of use of the site, confirming that, at least among our site
visitors, women's car insurance specialists were not 'adding value' for
our female visitors.
To a significant extent, women-only brands are simply exploiting a
marketing opportunity by marketing only to women. While they sometimes
offer some women-tailored features, these are usually just
window-dressing with the 'core' policy features not differing from any
other non-women-directed car insurance policy. To boot, they tended not
to out-compete other brands on price, especially where the power of a
price comparison site was being exploited. Further, a woman's reduced
risk and resultant lower premium holds even when she buys from a
non-women's car insurance specialist.
Consequently, we now advise women to focus on these core policy
features (and price) in making their choice of cover. We have found
that women are slightly more likely to go direct to a well-known car
insurance brand than men but most do favour the use of price comparison
sites.
Historically here, women seem to like the supermarket brands (links
below) while we have also found that Yes car insurance can be
particularly competitive for women over 25 years old.
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