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Legal protection insurer hopes to tighten hold on niche market
Megjelent a Budapest Business Journal - 2004. februári számában
D.A.S. Legal Protection Insurance Rt is aiming to consolidate its leading position ont he legal protection insurance market followin the announcement by Arag Legal Protection Insurance Rt - the first local firm to specialize int he product - that it might quit.
Arag CEO Attila Borbély said it is too early to talk about the future of his firm in Hungary, as he is still in talks with the company´s German owner, the Arag Group, and local authorities. However, recent press reports said Arag´s owner does indeed plan to leave the market, because it is not satisfied with the performance of the market and the local company.
D.A.S. CEO György Szabó said he was surprised to hear about Arag´s possible move. Indeed, he argued that, far from being trailblazers, the two specialists were offering a service that ought to have been well established in Hungary long ago.
"I think we have great opportunities in Hungary. In my opinion, legal protection should have been playing an imoportant role ont he Hungarian market, " Szabó said.
He added that, in his company´s experience, the launch of the service unearthed enermous latent demand.
"We were surprised to see the high demand for our products in Hunggary. We surpassed our original sales plan by 50% int he first entire business year."
According to Szabó, the premium revenues of D.A.S. reached Ft 92 million (€ 350,000) last year, and the company plans to double that figure next year.
"We are at the beginning of a five-year period of development, and we plan to become profitable by the end of the period," said Peter Wiegand, president of the company´s supervisory board, at a press conference in Budapest last week. "Our success in Hungary and other countries of the East and Central European region proves our expansion strategi right."
Besides the two specialized companies, Allianz Hungária Insurance Rt and Generali-Providencia Insurance Rt also offer legal protection insurance, both selling it as supplementary policies on car insurance.
"The product is not available for traveling within Hungary. Although we have developed such a policy, at the moment we don´t see a demand that would compensate the costs of launching it," he added.
According to Sipos, the company has sold more than 10,000 legal protection insurance policies so far.
Call a specialist
Szabó said D.A.S. is ready to fight with rival insurance companies for the clients of Arag, should the latter choose to quit the market.
"D.A.S. controls almost 100% of the market int he Czech Republic and Slovakia. Similar resultsd will characterize the Hungarian market," he said.
According to Szabó, clients should choose a specialist when they need legal protection insurance. Selling products of this kind is not a focus of big companies offering several kinds of policies, he claimed.
He added that the possibility of a conflict of interest can be excluded if a client has a contract with a specialist. In the case of compossite insurers, he argued, it may happen that a company has to represent a client against itself.
But Sipos said it is not obvious whether a big company or a smaller, specialized one is likely to prove more popular.
"There is no general rule for what clients like," he said. "A policy offered by a big company is simple, favorable and quickly available. But some people might prefer a company whose agents know the most about a policy, as they focus on one thing."
D.A.S. has 7,000 clients at the moment, with a 61% share of the legal protection insurance segment, Szabó said. He added that about half of the company´s clients are corporate. The network of D.A.S. has about 150 agents.
Arag was set up in Hungary 2001, followed by D.A.S. in 2002. Last February, Arag´s registered capital was increased from Ft 250 million fo Ft 320 million as the company started offering accident insurance, a form of insurance closely linked to legal protection insurance related to the workplace. This was in expectation of boosting sales of legal protection insurance by exploiting the synergy between the two types of policy, Borbély explained at the time.
Arag sells its products through insurance brokers, car dealers and leasing companies.
Accoding to figures from the Association of Hungarian Insurance Companies (Mabisz), the total premium revenue from legal protection insurance policies was Ft 171,4 million by the end of the third quarter of last year.
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