Emphasis on simplicity and speed of online purchase
Source: AXA
you can be covered online in not time - meaning you can get back to work without missing a beat
Dance Teacher
Claims AXA makes that competitors do not (2)
Bespoke customizable insurance packages
Source: AXA
AXA give you the option to select the options you need – creating your own bespoke package
Claims competitors make that AXA does not (5)
Personal accident insurance with specific weekly benefit amount
Source: Hiscox
we'll pay £250 per week until you're able to return to the dance studio to teach
Portable equipment insurance for off-site teaching
Source: Hiscox
if you teach off-site with expensive speakers or other kit, also consider portable equipment cover
Buildings insurance for owned dance studio spaces
Source: Hiscox
If you own your dance studio space, commercial buildings insurance can help protect against unforeseen damage and the costs you might incur
Coverage for performances and shows with audience liability
Source: Hiscox
Not only will you have an audience to think about, but live events also introduce factors you can't plan for
Professional treatment liability insurance as specialist cover
Source: Hiscox
Professional, treatment and public liability insurance from Hiscox provides specialist protection using aspects of several insurance types
Areas where AXA's language is weaker (4)
Personal accident/income protection coverage
AXA says:
— nothing on this topic —Hiscox says:
Personal accident insurance can help to support a dance teacher if you face an accidental injury and need to take some time away from classes
Equipment portability and off-site teaching protection
AXA says:
Cover the tools of your trade in case they're lost, damaged or stolen
Hiscox says:
if you teach off-site with expensive speakers or other kit, also consider portable equipment cover
Buildings and property damage coverage
AXA says:
— nothing on this topic —Hiscox says:
Including this cover as part of your dance instructor insurance protects against accidental damage to the property from students trying out new moves, but also against risks such as storms, floods and fire
Coverage for events and performances
AXA says:
— nothing on this topic —Hiscox says:
It's a good idea to invest in a tailored insurance policy that includes public liability cover if your dance school puts on shows
Differentiation suggestions (4)
Introduce and prominently feature personal accident insurance with a specific weekly benefit amount (e.g., £X per week) to match Hiscox's concrete offering and address income protection during injury recovery
Hiscox explicitly quantifies personal accident benefits (£250/week), making the value tangible. AXA has no mention of this critical cover type, leaving a significant gap for self-employed dance teachers who depend on continuous income
Add explicit coverage details for portable/off-site equipment and performances/shows to the product page, with specific scenarios (e.g., 'teaching at multiple venues', 'dance recitals with audiences')
Hiscox addresses multi-venue teaching and event coverage as distinct use cases. AXA's generic 'tools of your trade' language doesn't signal coverage for these common dance teacher scenarios, creating perceived gaps
Develop a comparison table or checklist showing which cover options (public liability, employers' liability, personal accident, portable equipment, buildings) apply to different dance teacher business models (solo tuition, studio owner, event organizer)
Hiscox uses structured FAQs and scenario-based guidance to help customers self-identify needs. AXA's narrative approach is less scannable and doesn't clearly map covers to specific business types or risks
Emphasize the speed-to-cover advantage more explicitly in comparison to competitors, with messaging like 'Get covered in minutes, not days' or 'Quote and purchase in under 5 minutes'
AXA's 'not time' claim (likely a typo for 'no time') is undermined by weak phrasing. Hiscox's 'Build my cover' CTA is action-oriented. Sharpening AXA's speed messaging could reinforce its simplicity positioning