I have just read your article and the comments from Norwich Union
(6 February, insurancetimes.co.uk).
This is totally blinkered as the bulk of Hill House Hammond (HHH) customers will not transfer to Norwich Union Direct. These are customers that like face-to-face and will not deal direct over the phone.
I would guess that Swinton and Bennetts et al are rubbing their hands and waiting for the phones to ring and doors to start opening.
Norwich Union has made a big error here, in my view, and it has totally shocked everyone at HHH.