What was the brief?
Following the FCA’s recent review into GAP insurance, an existing motor dealer client approached us to explore how the product could continue to form part of their insurance portfolio in a way that aligned with their evolving commercial model. While still recognising the strong customer value GAP provides, the dealership wanted to assess how best to position and distribute the product – particularly in light of internal cost structures, sales incentives, and the desire to prioritise efficiency and customer experience across their add-on offerings.
What Assurity Solutions did
In response to the client’s brief, we acknowledged that while GAP insurance remains a valuable protection product for their target market, the traditional in-showroom sales model no longer aligned with their commercial goals. We introduced our Direct-to-Consumer E-Commerce Journey—an FCA-compliant, customer-friendly platform designed to maximise product uptake while reducing dealership pressure. This digital route offers 24/7 availability, reaches online buyers, reduces the need for sales staff involvement, and provides a scalable, low-cost solution. By shifting to this model, the client could continue offering GAP and other add-on products effectively, while adapting to modern consumer behaviours and margin pressures.
The Outcome
By adopting the Direct-to-Consumer E-Commerce Journey, the dealership successfully continued offering GAP insurance in a way that aligned with their commercial goals. The digital platform extended availability to 24/7, reached more customers online, and reduced reliance on showroom staff. This scalable, low-maintenance model maintained compliance and preserved revenue. Customers benefited from a transparent, user-friendly experience, and the dealership strengthened its value proposition without increasing operational pressure.
