Specific public liability cover amount
Source: AXA
AXA public liability offers up to £5 million protection
Bookshop
Claims AXA makes that competitors do not (5)
Specific employers' liability cover amount
Source: AXA
With AXA, get £10 million protection and up to 50 days free cover for temporary workers
Online policy management capability
Source: AXA
Make changes to your policy online at any time, so your policy grows with your business
Discount for online quote
Source: AXA
you'll get 10%** off for getting a quote online
Antiques cover for rare books
Source: AXA
If you sell second-hand books or rare and first editions, we can offer your cover under antiques, so that you get the right cover for your special books
Claims competitors make that AXA does not (3)
Specific starting price point
Source: Hiscox
which can start from around £7.85 per month*
Cyber insurance as optional add-on
Source: Hiscox
Some booksellers also opt to add covers such as portable equipment insurance or cyber insurance to their business policy
Commercial buildings insurance availability
Source: Hiscox
If you own your shop building, commercial buildings insurance can prove useful
Areas where AXA's language is weaker (3)
Contextual relevance of insurance need
AXA says:
When you own a bookshop, you're catering to customers all day, every day. That means you need insurance so that you're covered in case an accident should happen.
Hiscox says:
You've just received a batch of brand-new stock and you're working on putting everything in its rightful place on your shelves. Of course, you need to bring out your ladder to reach the very top. Unfortunately, a customer trips over the ladder and falls, resulting in a broken wrist.
Specificity of stock vulnerability messaging
AXA says:
You'll also have a lot of stock on hand which means you would benefit from protecting in case of theft or damage to stock.
Hiscox says:
Books are both easily water damaged and flammable, so your stock could be at risk if there's a flood or fire.
Clarity on legal requirement for employers' liability
AXA says:
This is a legal requirement under the Employers' Liability Act 1969 for any business that has people working for them.
Hiscox says:
Employers' liability insurance can be a legal requirement if you employ staff. Even if you run a relatively small bookshop, this insurance could cover the cost of claims made against you by your employees as a result of injury or illness. For example, one of your booksellers may fall from a ladder while stocking shelves, or your shop could be found to have a mould problem, causing respiratory issues for one of your employees. This type of insurance can be compulsory in the UK, so it may be a good idea to check whether you need it by law
Differentiation suggestions (5)
Lead with a concrete starting price point (e.g., 'from £X per month') to match Hiscox's transparency and reduce perceived friction in the quote journey
Hiscox provides 'from around £7.85 per month' which removes price uncertainty; AXA only directs to online quotes. This is a material competitive disadvantage for price-sensitive SME buyers.
Expand optional extras section to explicitly mention cyber insurance and portable equipment insurance as available add-ons
Hiscox explicitly lists these modern covers; AXA only mentions 'legal expenses, business interruption to name a few', which feels incomplete and dated relative to current SME risk profiles.
Strengthen the 'Why you need insurance' section with specific, vivid scenario-based examples (e.g., 'A customer trips over a ladder and breaks their wrist') rather than generic statements
Hiscox uses three detailed scenarios that make the risk tangible; AXA's generic language ('accident should happen') is less persuasive and memorable for decision-makers.
Highlight the 10% lifetime discount more prominently and explain the value proposition (e.g., 'Save 10% for life by getting your quote online in under 5 minutes')
AXA has a strong incentive (lifetime discount) that Hiscox does not mention, but it is buried in small print and lacks urgency or clarity on the benefit.
Add a section on portable equipment or cyber insurance to address modern bookshop risks (e-commerce, payment systems, customer data)
Hiscox explicitly mentions these; AXA's silence on cyber risk is a gap given the rise of online book sales and digital payment systems in the sector.