November 27, 2012 Leave a comment
Aviva has created a new ‘behavioural driving’ app, called Aviva Drive, for UK motoring insurance. The app is available for Android in Google Play. Drivers install the app and use it for 200 miles of driving. Using the GPS and accelerometer, it assesses their driving and discounts up to 20% of the price of their next insurance, based on the results.
Motoring insurers have been looking at in-car telematics for a while, and some have considered linking this to insurance premiums. However the Aviva app not about delivering this kind of service. It is much more about creating brand engagement and new customers, rather than monitoring drivers’ behaviour. Aviva have taken a sensible test and learn approach to the app. It was first released in beta in the autumn, and besides ensuring the success of the functionality, they added a couple of additional features for the full release. These include hints and tips on better driving as well as a bit of gamifaction in the form of score sharing and social media integration.
The strength of this app in terms of the Aviva brand is that it is being used to acquire new customers by rewarding good driving, rather than punishing those who are less careful. Interestingly though, in the test version fewer women downloaded the app than men. Although Android has more male users in the UK, the disparity seemed to be greater than handset ownership. This could present an opportunity to address the change in the EU insistence on equal premiums for women. A spokesman for Aviva said: ‘We would call on safer women drivers to try out the Aviva Drive app as we believe it could reduce their premiums which would be helpful, particularly with the EU Gender Directive coming in to force next month.’
It remains to be seen if the app users want to engage with an insurance brand by winning badges and points. There are certainly further opportunities though. Once engaged with the brand through this app, Aviva could continue that experience through mobile, post purchase. With additional functionality has the potential to become a brand platform or service app beyond the initial insurance quote. The app can be downloaded here.