Lifetime discount on online purchases
Source: AXA
This discount is applied automatically and lasts for the lifetime of your policy.
Craft
Claims AXA makes that competitors do not (1)
Claims competitors make that AXA does not (7)
Business interruption cover for loss of income
Source: Direct Line
Business interruption insurance offers cover if your workplace is unusable after an insured event such as a fire, theft or flood.
Cyber insurance with 24/7 expert support
Source: Direct Line
But, with our cyber cover, you can call the experts, 24/7.
Legal expenses cover for business disputes
Source: Direct Line
This covers the legal costs of providing specialist lawyers and taking action against many common legal problems, for instance disputes with suppliers or clients.
Personal accident cover with lump sum payments
Source: Direct Line
We'll pay a lump sum of £50,000 if there is an accidental death, accidental loss of limbs or sight, or if someone in your business becomes permanently disabled following an accident.
Terrorism cover for commercial premises
Source: Direct Line
If you have commercial premises, you can extend your cover, for an additional premium, to include property damage as a result of an Act of Terrorism.
Extra stock cover during peak trading periods
Source: Direct Line
And when you insure stock at your premises or home (excluding bed and breakfast and tradesperson premises), you'll also get an extra 25% of stock covered for two months of your choice as standard, ideal for your busiest periods.
Instant downloadable proof of cover
Source: Direct Line
When you take out your insurance policy with Direct Line for Business, you can download evidence of your cover instantly so you can provide proof of cover minutes after you sign up for it.
Areas where AXA's language is weaker (4)
Public liability cover limits
AXA says:
— nothing on this topic —Direct Line says:
We can offer cover from £1 million to £10 million.
Employers' liability cover limits
AXA says:
— nothing on this topic —Direct Line says:
We'll cover you up to £10 million, as standard.
Home emergency support
AXA says:
— nothing on this topic —Direct Line says:
We'll aim to have a certified contractor, such as a plumber, glazier, locksmith, or drainage engineer, at your home the same day your claim is registered to secure the property or prevent further damage.
Addressing production downtime losses
AXA says:
You'll also lose the cost of production downtime due to damaged equipment and stock, loss of customers due to delays and possible damage to your reputation.
Direct Line says:
Business interruption insurance can help cover any loss of income until your business can operate at the same level as it previously did had the damage from the incident not occurred.
Differentiation suggestions (5)
Introduce business interruption cover as a core or optional add-on to address production downtime and loss of income—a key pain point AXA identifies but doesn't cover
AXA explicitly mentions the risk of 'production downtime due to damaged equipment and stock' but offers no solution. Direct Line covers this gap with business interruption insurance, making it a material competitive weakness for AXA.
Publish specific cover limits (e.g., £1M–£10M for public liability) to match Direct Line's transparency and help craft makers understand the scope of protection
Direct Line clearly states cover limits; AXA does not. Transparency on limits builds confidence and removes a barrier to purchase for price-conscious craft businesses.
Add cyber insurance with 24/7 support as an optional add-on, particularly for craft makers who sell online or process payments
Direct Line offers cyber cover; AXA does not. As more craft makers operate online, this is a growing vulnerability that AXA could address to differentiate and capture additional premium.
Highlight the lifetime online discount more prominently in marketing materials and compare it directly to competitor renewal pricing
AXA's lifetime 10% discount is a genuine differentiator that Direct Line does not match. This should be a headline claim in acquisition campaigns to offset Direct Line's broader cover options.
Develop a 'proof of cover' feature that allows instant digital download of insurance certificates for craft fair stallholders
Direct Line explicitly addresses the craft fair stallholder requirement for instant proof of cover. AXA should match this convenience to remove friction at the point of sale for this high-volume segment.