Seyna at the Affinity Insurance Conference FG2A
Panel discussion – What are the trends in affinity products and services in Poland, Germany and the UK?
4 key takeaways on the German market…
On Thursday 11 September 2025, our CEO Stephen Leguillon spoke at the Affinity Insurance Conference organised by the FG2A.
He had the opportunity to represent Seyna during the panel discussion on the European dynamics of the affinity market across three countries 🇵🇱🇩🇪🇬🇧.
Here are a few key insights from Germany, where we operate alongside our broker partners:
1. German consumers dislike bundled offers.
They want to know exactly what is covered, compare options and make their own choice. As a result, multi-cover products have little traction. Simple, single-cover offers with good value for money perform better.
2. Affinity sales in Germany are a real challenge.
Customers pay close attention to the terms and conditions, the legal status of the seller, and regulatory compliance. Integrating all of this into a smooth e-commerce journey is no easy task. It raises questions around distribution, education… and CAC.
3. IDD compliance is taken very seriously.
No discounts are allowed, and it is impossible to sell cover without insurer or broker status. As a result, major retailers rely on insurance partners. The market is highly professionalised, but also tightly regulated.
4. Brand matters.
German consumers place their trust in recognised, often local, specialists. Solid partnerships are key. Trying to go it alone is rarely the right approach.
A big thank-you to Sophie Hozatte and Patrick Raffort, and to all the other speakers for the quality of the discussion:
- David Porterie (Arros)
- Ralph Ruimy (Acheel)
- Catherine Charrier Leflaive (Wakam)
…and to everyone helping move the affinity sector forward with conviction.
Photo credit: Alexandre Pengloan
