A wolf in sheep’s clothing?
Clued-up consumers have one more weapon in their armoury when they’re looking for insurance. But should they trust it?
Zuzzid.co.uk is a site that lets the public rate, and slate, insurance companies. Blurb on the site explains that ‘Zuzzid’s community helps insurance customers get the best deals by letting them help each other’.
The design of Zuzzid chimes with the current trend for simple, pared
down sites with a hint of the homemade. Note the Facebook-style logo
and almost amateurish typeface. It is the counter-intuitive truth of
the internet these days that we are more likely to trust something if
we think it’s come from one man in his bedroom, rather than a
multi-national company.
Zuzzid has a tool that compares the features of different insurance products and a price comparison tool that shows you what other users actually pay for their insurance. It’s an interesting spin on the usual comparisons that list prices based on a number of assumptions, where companies can finesse their prices to appear competitive in the best-buy tables.
So far, so benevolent.
The problem with Zuzzid is revealed in the small print at the bottom of the page – ‘© 2006 Norwich Union. All rights reserved.’
Yep, Zuzzid is paid for and provided by Norwich Union, the UK’s largest general insurer. It was launched earlier this year but unlike most of the actions of a large plc, there was no fanfare to accompany the launch of Zuzzid, no press releases from Norwich Union. It seems neither Norwich Union nor Zuzzid want to shout about the connection.
But should this alone stop Zuzzid from being a useful, trustworthy resource for consumers?
Well, while Zuzzid is paid for by Norwich Union, the site is run and monitored by web research company Virtual Surveys, who assured me that they are entirely independent of Norwich Union. Norwich Union themselves said that they have no interest in influencing the content of Zuzzid, and that the site is an exercise in gathering the genuine views of customers – theirs and others – to help improve service and generate ideas.
But how, then, should we react to the Zuzzid Top Provider League Tables that puts Norwich Union at the top of the table for motor insurance, top for life insurance, second for home insurance, and second in the overall ‘Insurance Top Six’?
Am I alone in being suspicious of user comments on the Zuzzid message boards such as - ‘NU Direct to the rescue… unlike the other insurers I spoke to (The AA, More Th>N, Hastings Direct…) who will only honour your (no claims bonus) for 2 years of not being insured, NU Direct gives you 3 years grace!’
And – ‘I would like to big up Norwich Union “Pay as you Drive”. As someone who only drives a few times a week this has been a revolution. My insurance premium reduced by over half plus the level of cover is top notch.’
To their credit, the team at Zuzzid appears ready to discuss the independence issue openly with users, while Norwich Union points out that some traditional comparison sites are funded by insurers.
Have a look for yourself. Make your own mind up.
I’m inclined to agree with this Zuzzid user – ‘How stupid – if they are in charge why should we trust what is allowed to be written on here? If they look good everyone will think that is only coz they own the forum – if they look bad everyone will be suspicious that they could be looking a lot worse if we knew the truth about the items posted.’

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