Brokers will also be provided with regular research updates by the insurer

AXA Assistance has committed its future to brokers as it seeks to bring clarity to the add-on market.

The insurer has reviewed the wording of its home emergency policies to improve clarity and will be working with brokers to improve customer understanding of the products.

AXA Assistance UK marketing director Kelly Ward told Insurance Times that the initial focus had been on home emergency, buts motor breakdown cover was also set for a review.

“Home emergency has had the biggest amount of work; it was the one to look at because of all the changes in the market and because the chain is longer,” he said. “Motor breakdown is a much simpler product. We are pretty comfortable with the motor breakdown wording, but it is the one we will now look at.”

Brokers will also be provided with regular research findings to help formulate clearly defined customer benefits.

Ward said that working with brokers was the key to making sure customers got the most out of the products.

“Brokers are good and help us all focus on the customer,” he said. “They help by giving a level of clarity around what the customer expects. Brokers have a great relationship with the customers, as typically they are dealing with an emergency situation.”

A YouGov survey of 2,000 UK homeowners, commissioned by AXA Assistance, found that 76% of those surveyed had heard of home emergency cover and 66% said that it provides good value for money.

Ward said it was the peace of mind provided by add-ons such as home emergency cover and motor breakdown that consumers were buying into.

“The service is the safest way for the customer, through a broker, to get peace of mind,” he said. “It’s about getting to the point that customers don’t just value it when they claim, but use it as a comfort blanket.”

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