Aviva and Vitality head the pack for best UK digital user experience

A study by UserZoom has revealed that Aviva and Vitality rank highest for digital user experience amongst prospective UK life insurance customers.

This was found in the 2022 UK Life Insurance Digital Experience Study, which was a mixed-methods study that was based on responses from 500 prospective UK life insurance customers of Aviva, Vitality, Direct Line, Zurich and Legal & General.

According to UserZoom, the study examines a prospect’s revenue critical journey through these insurance providers websites, as well as ratings across usability, trust, appearance and loyalty. These journeys include understanding life insurance, understanding life insurance options, finding a local life insurance agent and receiving an initial quote.

Both Aviva and Vitality’s digital websites UX received the highest rating of the five sites evaluated, with both companies’ websites classed as giving a good digital user experience.

UserZoom said, “The UK Study found that simplicity is key when it comes to designing self-service websites for buying life insurance. Straight forward language and clear descriptions help avoid insurance industry jargon that may be unfamiliar to those shopping for life insurance for the first time. ‘Jump buttons’ also help customers to navigate long pages and make it easy to find pertinent information without excessive scrolling.

“And visuals (such as charts or tables) are appreciated – helping users to identify sections of interest and gain a better understanding of the content. ‘Contact Us’ options were also tested in the UK Study, with users preferring contact options specific to life insurance rather than a general phone number. And whilst chatbots and virtual assistants can be helpful, some still prefer to connect directly with a live representative. “

The UK study also found prospective life insurance customers reported increased levels of confidence when the history and backstory of a firm were easily found on their website. Statistics about a company’s financial stability, customer reviews and awards information were also found to increase confidence too.

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