Specific annual pricing threshold
Source: AXA
AXA business insurance customers pay from £75* a year for business insurance.
Carpet Cleaners
Claims AXA makes that competitors do not (5)
Free health support line access
Source: AXA
Free access to a 24/7 health support line provided by AXA Health
Instant proof of cover
Source: AXA
Get instant proof of cover when you get business insurance with AXA
Business Insurance Wizard tool
Source: AXA
Our Business Insurance Wizard tool can help. Simple answer a few questions about your business and the work you do, and you'll see which options businesses like yours tend to choose.
Feefo Platinum Accreditation
Source: AXA
are proud to have been awarded the 2023 Feefo Platinum Trusted Service Accreditation for the third year running
Claims competitors make that AXA does not (3)
Portable equipment insurance specifically named and emphasized
Source: Hiscox
Portable equipment insurance ensures the cost of replacing the device is covered, so you can get back to work with minimum disruption.
Product liability cover explicitly mentioned
Source: Hiscox
Both public liability and product liability cover will help you with the costs of compensation and the legal expenses of the claims process.
Coverage for hired equipment
Source: Hiscox
Whether it's your own equipment or something you've hired especially for the job, they can be covered for replacement or repair with portable equipment insurance cover from Hiscox.
Areas where AXA's language is weaker (4)
Equipment insurance positioning
AXA says:
With this add-on cover to your business insurance, you'll get protection for any equipment needed to keep your business running, such vacuum cleaners, sprayers, strain removing tools and more.
Hiscox says:
Portable equipment insurance ensures the cost of replacing the device is covered, so you can get back to work with minimum disruption.
Hazard-specific risk scenarios
AXA says:
Or, what if you're working in a larger space – like an office – and a member of the office staff trips over one of your cables and gets hurt?
Hiscox says:
Your business involves specialist equipment, but it also uses cleaning chemicals that can be hazardous if they're not handled correctly. If an employee spills something and it leads to a health problem they might blame you.
Contractor and apprentice coverage clarity
AXA says:
If you have anyone working under your supervision, including full-time, part-time staff, volunteers or apprentices, you're legally required to have this cover.
Hiscox says:
It could be a full-time employee, but it could just as easily be a contractor, an apprentice or even just someone helping you out at the weekend.
Business continuity impact messaging
AXA says:
your business insurance can save you from the financial backlash of a claim.
Hiscox says:
If something is damaged or stolen it can mean lost earnings, missed appointments and angry clients.
Differentiation suggestions (5)
Explicitly name and promote 'Portable Equipment Insurance' as a distinct product line, emphasizing coverage for both owned and hired equipment with specific replacement/repair guarantees
Hiscox uses this terminology prominently and frames it as essential for business continuity. AXA's 'business equipment cover' language is generic and less compelling than Hiscox's outcome-focused messaging about getting 'back to work with minimum disruption'.
Add product liability cover to the standard public liability offering or prominently highlight it as an add-on, with specific messaging about chemical hazard claims
Hiscox explicitly mentions product liability as a distinct protection against chemical-related claims and employee health issues. AXA does not mention this coverage type at all, creating a gap in perceived protection for a hazard-heavy trade.
Develop scenario-based marketing content around chemical handling and employee training liability, not just physical injury from cables
Hiscox's chemical spillage and training liability scenario is more sophisticated and relevant to carpet cleaning operations than AXA's cable-tripping example. This signals deeper industry understanding.
Quantify the business continuity value of equipment insurance (e.g., 'Get back to work in X days' or 'Avoid losing £X per day in missed appointments')
Hiscox frames equipment loss in terms of lost earnings and missed appointments. AXA's messaging focuses on financial backlash from claims rather than operational impact, which is less motivating for a service-dependent business.
Promote the £75 annual starting price more aggressively in competitive comparison contexts, as it is a material differentiator Hiscox does not match
AXA's £75 entry price is a concrete, defensible advantage that Hiscox does not advertise. This should be front-and-center in competitive positioning.