Insurer to lower age from 50 for Cornhill Direct household and motor
Allianz Cornhill will stretch its direct footprint from the 50-plus age group down to those over 40.
The move, in household and motor direct, will expand the age profile and £78m gross written premium (GWP) of the book.
Allianz Cornhill divisional distri-bution and marketing manager
Alan Griffett said: "We want to be in the parent market as well as grand-parents."
The change will be introduced on the Cornhill Direct business, with a view to migrating it across to Allianz Cornhill's affinity business if successful.
The insurer is looking at attracting the younger market with changes to how it structures its excesses, redesigned marketing and the possibility of introducing price guarantees over a two-year period.
Griffett said: "We want to keep our core brand values but stretch them to fit this new market."
Though Griffett declined to comment on specific targets, it is understood that Allianz Cornhill will look to add £25m in GWP to its direct book by 2007.