Esurance Insurance Services, Inc. is an American insurance company. It sells auto, home, motorcycle, and renters insurance direct to consumers online and by phone. Its primary competitors are other direct personal insurance writers, mainly GEICO and Progressive. Founded in 1999, the company was purchased by Allstate in 2011, and is now a wholly owned subsidiary of Allstate.
Esurance was founded in 1999, and became one of the first insurance companies to sell policies directly to consumers over the internet, instead of using in-person meetings or phone calls.
n 2000, Esurance was acquired by Folksamerica Holding Company, a subsidiary of White Mountains Insurance Group. Esurance, which is based out of San Francisco, had by that time expanded to offering policies in 24 states, but had also just laid off staff and was actively soliciting a purchaser
In 2004, Esurance began to offer multi-car discount packages to same-sex couples, by offering multi-car discounts to any group of people that lived together.[3] The company claims to be one of the first insurers to have offered such packages to same-sex couples.
In May 2011, Allstate announced that it was purchasing Esurance and rate-comparison site Answer Financial for approximately $1 billion. At the time, Esurance was selling policies in 30 states and was in the midst of a five-year growth period that saw them double the number of policies in force. Allstate, for its part, was losing policy holders to the three major online policy retailers; Esurance, Progressive, and GEICO
llstate's acquisition of Esurance was completed in October of that year. The combined company became the sixth-largest provider of auto insurance policies.[7] In September 2012, White Mountains filed a lawsuit against Allstate alleging that Allstate failed to meet a deadline to produce a financial audit that was part of the sale, and that Allstate deducted $5.2 million in legal expenses from the value of the sale that they were not allowed to deduct by the terms of the agreement.[8]
Marketing
Esurance's first television advertising campaign was launched five years after the company went live.The campaign was aimed at the 18 to 24-year-old male demographic, and had a budget of $60,000, a tiny fraction of the over $1 billion spent on advertisements within the insurance industry. The commercials featured an animated character named Erin Esurance, a pink-haired spy inspired by Sydney Bristow from the television show Alias.[1] The character and campaign were initially well received, leading to over 30 separate advertisements featuring Erin, and a dramatic increase in brand awareness. However, by 2009 industry polling on corporate mascots found Erin had become unpopular with viewers; 30% of viewers found the character annoying - double the industry average - and was below industry average in sincerity and believably.[1] Polling found Erin was less popular than even Microsoft's notorious Clippy character.[9] Additionally, a large number of pornographic images featuring Erin were created, and in some cases sold, by fans of the character. The illustrations became so prevalent that when the character was searched for by name without mature content filters enabled, the vast majority of results were pornographic.
Esurance also markets itself heavily through sports teams and sporting events, where it casts itself as being more environmentally friendly than competitors. The company has sponsored a number of sporting events and teams, including the US Open tennis tournament, the Golden State Warriors, and the San Francisco GiantsIn 2010 Esurance launched a new advertising campaign designed by the firm Duncan/Channon. By this point the company had an advertising budget of $100 million. Set in a fictionalized version of the Esurance office, but featuring actual Esurance employees, the commercials emphasized both the company's high tech platform and the personal touches offered by speaking to employees. The campaign was a deliberate break from focusing the advertisements on the 18-24 male demographic
The new campaign was short lived; In December 2011, Esurance announced another new advertising campaign. It emphasized efficiency and positioned the company as "Insurance for the Modern World"; the target demographic was families and professionals in the 25-49 age group. John Krasinski narrated the commercials, which were developed by ad agency Leo Burnett
Esurance Protection Administrations, Inc. is an American insurance agency. It offers auto, home, cruiser, and leaseholders protection direct to buyers online and by telephone. Its essential rivals are other direct individual protection scholars, for the most part GEICO and Dynamic. Established in 1999, the organization was obtained by Allstate in 2011, and is currently a completely claimed auxiliary of Allstate.
Esurance was established in 1999, and got to be one of the main insurance agencies to offer strategies specifically to purchasers over the web, rather than utilizing as a part of individual gatherings or telephone calls. In 2000, Esurance was procured by Folksamerica Holding Organization, a backup of White Mountains Protection Bunch. Esurance, which is based out of San Francisco, had at that point extended to offering strategies in 24 states, however had likewise recently laid off staff and was effectively requesting a buyer The character and battle were at first generally welcomed, prompting more than 30 separate promotions including Erin, and a sensational increment in brand mindfulness. In any case, by 2009 industry surveying on corporate mascots discovered Erin had ended up disliked with viewers; 30% of viewers found the character irritating - twofold the business normal - and was beneath industry normal in earnestness and believably.[1] Surveying discovered Erin was less prevalent than even Microsoft's famous Clippy character. Also, an expansive number of explicit pictures including Erin were createdThe character and battle were at first generally welcomed, prompting more than 30 separate notices highlighting Erin, and a sensational increment in brand mindfulness. Be that as it may, by 2009 industry surveying on corporate mascots discovered Erin had ended up disagreeable with viewers; 30% of viewers found the character irritating - twofold the business normal - and was underneath industry normal in genuineness and believably.[1] Surveying discovered Erin was less mainstream than even Microsoft's famous Clippy character.[9] Moreover, countless pictures including Erin were made In 2010 Esurance propelled another promoting effort planned by the firm Duncan/Channon. By this point the organization had a promoting spending plan of $100 million. Set in a fictionalized form of the Esurance office, however highlighting genuine Esurance workers, the advertisements accentuated both the organization's cutting edge stage and the individual touches offered by addressing representatives.