Insurer recruits sales managers to drive personal lines growth in affinity sector

Royal & SunAlliance (R&SA) is to drive personal lines growth by focusing on affinity business.

The insurer is in the process of recruiting three or four senior sales managers to develop leads designed to grow the affinity sector.

R&SA UK director of personal lines Adrian Brown said: “Affinity business is a key area for us and one that we see a lot of potential in.

“The staff we are recruiting will be doing nothing but driving through new business by working on appointments and meetings.”

The company is also looking at sustaining last year's 6% growth in its direct arm, More Th>n, by introducing differential pricing for web sales.

Brown said: “We are redeveloping our website to make it faster with better pricing.

This will be backed up by a new advertising campaign in January. Whether the campaign is based on price or ease of service is yet to be nailed down.”

R&SA is running a pilot on differential pricing for its web business, thought to be based on a 5%–10% discount for customers who buy online.

Brown said: “We have seen a huge growth in web-based business. We expect 25% of all motor business to be web-based this year, resulting in significant price savings when compared to telephone business.”

R&SA's interim results showed a net increase in More Th>n business of 50,000 policies, including a 10% increase in motor business.