Professional associations, employers, banks, and alumni groups. This is the traditional core of affinity, and for a good reason. These tight-knit groups comprise a channel that’s consistently delivered some of the best customers to insurers. The challenge of affinity isn’t the quality of leads, it’s the quantity. But today, digital delivery is reshaping that, and proving it can be much bigger than we thought.
The API economy has enabled the expansion of affinity to other lifestyle adjacencies, like buying a car or home, by making it easier and more accessible. By opening up direct integration into other relevant business processes, today, any company that has a customer network has the potential to deliver sales leads. Fintech applications, auto dealers, mortgage companies, retail brands and other adjacencies all now have a stake in the affinity market. And digital tools are now allowing for brokers and carriers to acquire more profitable customers through these preferred channels, which in turn is more efficient and reduces costs.