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Insurance: Amazon Lands in France with Aviva

Aviva France partners with the e-commerce leader Amazon, whose Amazon Pay solution will include an online subscription service for insurance policies via Aviva’s website. However cautious, this move stresses the group’s strategy, already highlighted by quite a number of partnerships involving the insurance sector these past few weeks.

This partnership applies to subscriptions for car and home insurance policies, through Aviva’s or Eurofil’s websites.

As can be expected, the customer fills out a form to be provided a premium quote. He may then choose a contract and subscribe online. The payment step may rely either on his payment card or Amazon Pay wallet. If he goes for Amazon Pay, the default payment method is used after he specifies his Amazon ID and password.

Aviva plans to extend this feature to other contracts, including health insurance and borrowers’ insurance.

Comments – More partnerships for Amazon on the insurance market

Amazon’s focus on customer processes remains quite subtle: the only advantage for their customers is that they do not have to key in their card information online. For now, the subscription process isn’t actually shorter but this partnership could eventually be extended to retrieve all data from the customer’s Amazon account (personal details, address, etc.) and pre-fill the insurance form.

Yet, even if this French experiment is very quiet, it puts on a whole new meaning when considering Amazon’s announcements on the insurance market in recent weeks: subscription in seconds and validation with Amazon Pay from Deutsche Familienversicherung (Germany); distribution partnership applying to Travelers’ connected home offers (US); partnership with Vitality UK with free Amazon Prime subscription for their new customers; Mapfre “boutique” on Amazon’s website (Spain): Mapfre becomes the first Spanish insurance company to join the e-commerce site, etc.

Amazon is also working on a comparison website in the UK, as well as on an online care assistant with Aiva Health. Their interest in the insurance sector is obvious. With already 38 million users worldwide, Amazon Pay keeps reaching out for French retailers, too.