Specific pricing transparency with deposit and interest terms
Source: AXA
10% of our customers paid from £7 for ten months between July and December 2025 after an initial deposit. Interest applicable.
Builders
Claims AXA makes that competitors do not (2)
24/7 health support line access for customers
Source: AXA
Only AXA Business Insurance product customers and their employees are eligible to use the 24/7 health support line.
Claims competitors make that AXA does not (6)
Cyber and data protection cover for digital tools
Source: Hiscox
Hackers target all kinds of accounts and software, so it pays to protect your digital tools by selecting cyber and data cover for your builders' insurance package.
Legal protection insurance for contractual disputes
Source: Hiscox
Legal protection insurance will ensure you're covered against several things that may get in the way of you carrying on with your building business. Whether a customer claims they're unhappy with the work you've done, or you enter a contractual dispute, your legal expenses will be covered.
Same-day policy documents and cover activation
Source: Simply Business
Get covered and all your documents the same day
Fast quote generation time commitment
Source: Simply Business
Get tailored quotes in 7 minutes
Claims paid within 24 hours for settled claims
Source: Simply Business
Claims paid in 24 hours
Specific average claim value data
Source: Simply Business
The average builders insurance claim was £7,406 in the last year (based on 145 successful claims)
Areas where AXA's language is weaker (5)
Speed of quote process
AXA says:
— nothing on this topic —Simply Business says:
Get tailored quotes in 7 minutes
Claims settlement speed
AXA says:
— nothing on this topic —Simply Business says:
Claims paid in 24 hours
Customer base size and social proof
AXA says:
Based on 20,035 total reviews
Simply Business says:
Chosen by nearly one million small business and landlord customers
Minimum entry price positioning
AXA says:
On average, AXA customers pay from £75* per year for business insurance.
Simply Business says:
we offer public liability cover for builders from £8.73*
Digital risk coverage
AXA says:
— nothing on this topic —Hiscox says:
the building trade is going digital. Hackers target all kinds of accounts and software, so it pays to protect your digital tools by selecting cyber and data cover for your builders' insurance package.
Differentiation suggestions (5)
Introduce a 'same-day documents and cover' guarantee to match Simply Business's operational efficiency claim
Simply Business explicitly promises same-day policy documents, creating urgency and convenience perception. AXA has no equivalent claim, leaving a gap in operational speed messaging that builders value.
Add cyber and data protection cover to standard builder packages or prominently feature it as an optional add-on with specific use-case examples
Hiscox uniquely positions cyber cover for builders' digital tools and customer portals. This is increasingly relevant as the industry digitizes, and AXA makes no mention of this growing risk category.
Publish a '24-hour claims settlement' or similar speed metric to compete with Simply Business's claims-paid-in-24-hours claim
Simply Business uses fast claims settlement as a key differentiator. AXA has no published claims speed metric, missing an opportunity to reassure builders about business continuity during claims.
Reposition entry-level pricing with a lower monthly equivalent (e.g., £6.25/month) to compete with Simply Business's £8.73/month positioning
AXA's £75/year average is weaker than Simply Business's £8.73/month (£104.70/year) positioning. Reframing AXA's pricing in monthly terms or highlighting lower-tier options would improve price competitiveness perception.
Develop and promote a legal protection/legal expenses cover module with specific examples of contractual disputes and customer claim scenarios
Hiscox explicitly covers legal disputes with customers and contractual issues. AXA mentions contract works cover but not legal protection for disputes, leaving a gap in risk mitigation messaging for builders facing client conflicts.