Root uses a mobile app to collect driving data to rate customers, offering only auto insurance. MetroMile offers pay-per-mile auto insurance and emphasizes transparency. Lemonade uses an AI assistant and emphasizes social good, offering renters, homeowners, and condo insurance. All aim to appeal to tech-savvy customers but take different approaches to products, pricing, and credibility signaling.

1. M A R I A H A Y N I E
C O M P E T I T I V E A N A LY S I S

2. INTRODUCTION AND GOALS
DIRECT COMPETITORS
INDIRECT COMPETITORS
INFLUENCER FEATURES
RECOMMENDATIONS SUMMARY
2.
CONTENTS

3. Introduction and Goals

4. EXECUTIVE SUMMARY
This evaluation identified ways that competitors
are leveraging their home page, testimonials, and
partnerships to boost perceived credibility. Many
competitors use bundled products, apps, and chatbots/AI
assistants as a competitive advantage.
Additional competitive advantages may be available in
the area of technology innovation, credibility building
content and design, and in strengthening Say's position
as an expert, open guide.
4.
INTRODUCTION
RESEARCH BENEFITS
Competitive evaluation detemines who else is
targeting the client's customers and how they are
achieving success, or not. This research analyzed three
indirect competitors, three direct competitors, and
three influencers.
The findings from this competitive evaluation
provides insights into ways that Say can excel and
differentiate in the auto insurance industry. Research
about what is out there, what works and what doesn't
can help keep Say from strategic errors or relying
on outdated mental models. These findings can
provide support for Say's future business, design and
development strategies.

5. WHY TRUST SAY?
As a new player in the auto insurance
field, Say Insurance anticipates
concerns about its credibility,
secruity and trust from prospective
customers.
The goal of this research was to
evaluate competitors on a broad level
and with an emphasis on credibility
building elements in order to inform
Say's design and development
strategies.
5.
GOALS
METHODOLOGY
This evaluation included a competitive
evaluation matrix and light heuristic evaluation
using Peter Morville's usability criteria. Morville
identifies seven factors to evaluate a site's user
experience, but for this research the focus
was on the credible value to address specific
client concerns. Here, elements that are overtly
related to security were evaluated.
MORVILLE'S HONEYCOMB
OF USER EXPERIENCE

6. Direct Competitors

7. DIRECT COMPETITORS
Direct competitors are companies that offer the same or very similar value
propositions to Say's current and prospective customers. These companies
all hold top spots in the American auto insurance market and were
identified by Say's current customer experience evaluations and previous
market research.
WEB TRAFFIC DATA FROM SIMILARWEB.COM
Emphasizes
trust and
friendliness
Targets the
shopper who
likes to compare
rates
Highest
monthly traffic,
most forward
facing
7.
COMPETITORS

8. ESURANCE REVIEW
esurance's competitive advantages are multiline
convenience, partnership with the widely recognized
carrier Allstate, and A+ financial ratings.
esurance heavily reinforces their reputation and reliability throughout their site. By
showing their partnership to Allstate, their financial rating, and reinforcing real-life
support resources with an image and the line "speak to an agent," esurance makes it
clear that they are not a fly-by-night online company.
esurance.com
FOUNDED: 2012
MONTHLY TRAFFIC: 3.45 M
PLATFORMS: Website, iOS
and Android apps
PRODUCTS: Primary
product is auto insurance.
esurance offers 24 total
lines: Auto, homeowners,
renters, motorcycle, condo,
Canada, Mexico, commercial
auto, health, life, RV, travel
trailer, classic car, boat,
flood, umbrellas, pet, phone,
business, scooter, ATV,
snowmobile, golf cart, and
Segway.About
page
8.
ESURANCE

9. ESURANCE USABILITY
HOME PAGE: On desktop, content just
below fold mentions Allstate's 80 years of
experience and the A+ rating from A.M.
Best.
MAIN MENU: Confirms real life agents with
speak to agent above the phone number
in the header.
FOOTER: Has Comodo secure logo on
footer.
QUOTE: Links to Privacy and Security
policy in the about driver section. Tells
user that they "may share some of your
information." Shows image of support
agent on Driver Info page.
RETRIEVAL: Image of lock icon on screen.
At the top of the quote retrieval page, the
log in button also has a lock (different
color and icon though).
Quote
start page
Credibility
boosters
Driver
info page
CHECKOUT PAGE: Places customer reviews and
ratings on the right side of page. Has fact blurb
at bottom about insuring "5.2 million cars, so rest
assured we know how to take care of yours (while
saving you time and hassle)."
ABOUT PAGE: Benefit-driven copy reinforces the
partnership with Allstate and financial ratings.
9.
ESURANCE

10. PROGRESSIVE REVIEW
Progressive's competitive advantages are multi-line
convenience, distinctive discounts, and robust comparative
shopping tools.
Progressive's unique value propositions speak directly to the research-prone, plan-ahead
customers that Say is competing for as well. Their Coverage Checker and Compare Your Rate
features allow this target group the ability to do their own comparison shopping easily. Progressive
was the only site with "Save & Return Later" throughout the quote, which also targets the window-
shopper user. The Snapshot and Name Your Price tool seem to target the price conscious users.
progressive.com
FOUNDED: 1937
MONTHLY TRAFFIC: 18.55M
PLATFORMS: Website, iOS
and Andriod apps
PRODUCTS: Primary
product is auto insurance.
Progressive offers 32 insurance lines:
Auto, motorcycle, RV, travel trailer,
boat, classic car, snowmobile, ATV,
PWC, golf cart, Segway, homeowners,
renters, condo, homeshare, mobile
home, flood, commercial auto, pet,
umbrella, health, life, wedding and
event, travel, Mexico auto, mechanical
repair plan, ID theft protection, auto
financing, auto refinancing, and a car
shopping service.
Quote
retrieval
pages
UNIQUE FEATURES FOR COMPARATIVE
AND PRICE CONSCIOUS SHOPPERS
10.
PROGRESSIVE

11. PROGRESSIVE USABILITY
HOME: Progressive uses their spokeperson, Flo, liberally throughout the home
page and quote to reinforce brand recognition.
QUOTE: First screen includes information disclosure with linked privacy policy
and consumer reports. Final details of quote page asks for email and says "(We
will NOT sell your email address.)" The Norton security badge also appears
directly next to the question about social security numbers on the driver page as
well as a lock icon.
FOOTER: Norton Secured logo in the footer. Photo of support agent (not Flo but
looks similar to her). During quote, the footer features a dynamic FAQ page that
changes as the user moves through the quote. At quote start, it asks "Is this a
secure site?" and makes it easy to find the answer for the hesitant user.
Credibility
boosters
Quote
start page
Driver
info page
11.
PROGRESSIVE

12. GEICO REVIEW
Geico's competitive advantages are their nationwide brand
recognition, rate levels, and forward-facing strategies.
Geico is the oldest competitor, but appears to have embraced the latest tech and design trends.
The quote kicks off with a message from Kate, a chatbot/AI assistant available throughout the
quote. The mobile quote also stood out with its advanced swipe interactions. Geico also offers
voice-interface capabilities for Alexa and Google Home users.
geico.com
FOUNDED: 1936
MONTHLY TRAFFIC: 21.74M
PLATFORMS: Website, iOS
and Andriod apps, Alexa
skill and Google action
PRODUCTS: Primary
product is auto insurance.
Geico offers 25 insurance lines:
Auto, motorcycle, ATV, umbrella,
homeowners, renters, condo, co-op,
RV, life, boat, personal watercraft,
flood, mobile home, overseas, travel,
commercial, ridesharing, business,
identity protection, classic car, Mexico,
pet and jewelry.
Quote
start page
Retrieval
page
KATE, A CHAT BOT, ASSISTS USERS
THROUGH THE QUOTE
12.
GEICO

13. GEICO USABILITY
HOME: Geico uses their spokeperson, Gecko, liberally throughout the home page and
quote.
QUOTE: Geico uses social sign-on through Facebook ("securely connect"). Throughout
the quote, Geico explains where it sourced pre-fill information from with clear
statements. This may promote a sense of trust in the user.
FOOTER: Link to privacy policy, no security logo.
Overall, Geico's site is the most minimal in design, including a minimal amount of
additional elements to boost credibility.
Credibility
boosters
Quote
start page
Home
page
GEICO USES USES CLEAR EXPLANATIONS
ABOUT PREFILL INFORMATION
13.
GEICO

14. Indirect Competitors

15. INDIRECT COMPETITORS
These companies either offer a similar value proposition to Say but to a different
customer segment; or they target the same customer base as Say without offering
the exact same value proposition.
B-corp with
emphasis
on tech and
transparency
Novel approach
to rating drivers
using app
Unique
design and
interactions,
similar target
user
15.
INDIRECT COMPETITORS

16. LEMONADE REVIEW
Lemonade's competitive advantages include the social
good component, instant claims processing, and a high
quality design which creates a memorable user experience.
lemonade.com
FOUNDED: 2015
MONTHLY TRAFFIC: 367.63K
PLATFORMS: Website, iOS
and Andriod apps
PRODUCTS: Offers 3
insurance products (renters,
homeowners and condo
insurance)
Lemonade's distinctive designs and use of Maya, a chatbot/AI assistant show a commitment
to leveraging the latest technology to structure their business. Because they also priororitize
transparency like Say, Lemonade is an indirect competitor in the property insurance space.
Quote
start page
16.
LEMONADE

17. LEMONADE USABILITY
HOME: Uses the names and logos of the major news outlets to capitalize on brand
recognition.
QUOTE: Identifies Maya, the AI/chatbot on every page. This, and the one questions
at a time structure, gives the impression that she is directly leading you through.
Does not link to privacy or security info anywhere in the quote.
FOOTER: No security logos. Links to Legal Stuff and Privacy Policy.
Home
page
Home
page
footer
Credibility
boosters
17.
LEMONADE

18. ROOT REVIEW
Root's competitive advantages is the way they approach
rating drivers with the extended onboarding process.
joinroot.com
FOUNDED: 2015
MONTHLY TRAFFIC: 93.04K
PLATFORMS: Website, iOS
and Andriod apps
PRODUCTS: Offers only
auto insurance
Because Root only offers auto insurance online, just like Say, they are an indirect competitor. Their
novel approach to rating customers by having them download the Root app and drive for several
weeks before they can get a rate is a different value proposition than Say's.
Get app
page
18.
ROOT

19. ROOT USABILITYHOME: Root is the only competitor that was transparent about which states
they offer services in as early as the home page. Further down the Home page,
Root shares "A few words from happy customers" with names, state, photos and
testimonials. Root namedrops lyft and Tesla, along with thier respective logos
as partners. Root uses the names and logos of media outlets that have covered
them. These all build credibility.
CONTENT: The Coverage page says "Required by law" in the title. The FAQ page
answers the question, "Are you a real car insurance company?" with copy and
logos of the reinsurers.
FOOTER: Links to privacy policy. Has multiple disclaimers that may be confusing
to new users.
FAQ page
Lower on
the home
page
Credibility
boosters
19.
ROOT

20. HAVEN LIFE REVIEW
Haven Life's competitive advantage is their positioning as
an expert, well-designed guide for tech-savvy users who
expect to purchase online quickly but are not familiar with
buying life insurance (e.g. a new parent).
havenlife.com
FOUNDED: 2015
MONTHLY TRAFFIC: 225.20K
PLATFORMS: Website
PRODUCTS: Offers only life
insurance
Although Haven Life offers a different kind of insurance, Say's ideal target is the same kind of
responsible user who would care about life insurance. Both platforms are online only and backed
by more established companies.
Home
page
20.
HAVEN LIFE

21. HAVEN LIFE USABILITYHOME: Has a link to "Why Haven Life?". Links to explanation page with details about
financial rating and partnership with Mass Mutual. Also uses customer testimonials
and a link to 283 reviews on Trust Pilot (with logo).
ABOUT: Uses a personal story, a photo of the founder, and real names to create a
personal connection with the user.
QUOTE: Commits a third of the screen to showing scenarios of of different kinds of
rates for different users to show success, social pressure and acceptance.
FOOTER: Mentions Mass Mutual connection (also explained in the about page) and
features a BBB logo to enforce reputation.
About
page
Footer
Quote
start page
Why
Haven
page
Credibility
boosters
21.
HAVEN LIFE

22. Influencer Features

23. INFLUENCER
FEATURES
Relevant UX features that can inspire innovation from
companies not directly in Say's competitive landscape.
23.
INFLUENCERS

24. CARFAX
Carfax is a vehicle history database. The user can provide nearly all the
info Carfax needs to return data by answering only one question about
their car: their VIN or license plate. This application could be very useful
for Say customers.
24.
CARFAX

25. BETTERMENT
Betterment is a wealth management platform. The user can smoothly
adjust their investment and retirement allocations with the right amount
of information available right when it is needed. The Say customer could
enjoy more control, subtle animation and information about the legal
requirements and recommended coverage levels on the coverage page.
25.
BETTERMENT

26. MINT
Mint is a personal finance platform. The user can get helpful overviews
of all their various accounts in one place. This could be helpful for Say
customers to manage all their vehicle related costs or insurance related
costs in one place.
26.
MINT

27. Recommendations

28. Consider adding user testimonials to convey
social acceptance.
STRATEGIC
Position Say as an expert guide with easier access to
content and information.
TACTICAL
Incorporate real photos, not stock, of users and staff to show
existential proof and create a personal connection.
Consider using logos of recognizable partners and press to
captalize on existing brand recognition.
FUTURE-PROOF EXPLORATION
Geico leads the pack with its forward-facing
advancements and minimal design. New companies
with novel approached to insurance, like Root and
Lemonade, are also enjoying growth with a technology
focus.
While not every tech trend has an application for
Say, innovation involving competitor features like a
comparative shopping tools, a quote assistant chatbot,
product companion app, and social sign-in can help
Say stay in the forefront.
ACTIONABLE INSIGHTS
28.
FINDINGS

29. NEXT STEPS
To increase Say's credibility, more research is needed to determine what elements imply credibility
to Say's target user. Using BJ Fogg's Prominence-Interpretation Theory, credibility can be created
by designing noticeable elements that the user will use to evaluate the credibility of the site. The
user's evaluation criteria is subjective to his or her own assumptions, skill/knowledge and context.
While high-level standards go a long way to promoting credibility (e.g. no typos, consistent branding
and styles), Say's target users would be the ideal source for determining what elements add up to
credible for them, and why.
29.
NEXT STEPS

30. PREPARED FOR INFORMATICS 283: USER EXPERIENCE
BY MARIA HAYNIE
mhaynie1@UCI.edu
30.
END