Esurance Rolls Out ‘Liking’ Insurance Discount for Facebook

Esurance announced Tuesday the debut of the car insurance industry’s first-ever social networking discount for Facebook, allowing users who “like” the insurer to obtain a 10 percent discount.

“Like to Save” is currently available only to motorists in Texas and Arizona. The insurer touted the discount as “the first of its kind from a car insurance company.”

New policyholders looking to get cheaper auto insurance in Texas or Arizona with the Like to Save discount can do so through the quote process, during which they can “like” Esurance and have the price reduction applied.

Current policyholders who already “like” Esurance on Facebook can still have the discount applied if they call the insurer, according to the release.

With the discount, the insurer is looking to “embrace the sheer number of Texans using Facebook,” stated the release, which cited research showing that there are 12.8 million Texan Facebook users, making the state the second-biggest Facebook population out of all states in the U.S.

‘Like to Save’ Follows Savings Expansion for Civil Unions, Partnerships

The discount comes on the heels of another announcement from the direct-to-consumer insurer when, late last month, Esurance expanded discounts offered to married couples to include policyholders in civil unions and domestic partnerships.

Esurance’s rating structure allows married policyholders an average of 10 percent savings on premiums compared with unmarried policyholders. The same savings had been available to those in civil unions and domestic partnerships only in California, Illinois, Oregon and Washington, but the latest rating structure expansion now makes the discount available in a total of 25 states.

The insurer has also been at the center of a media blitz from its parent company, Allstate, which acquired Esurance late last year in a billion-dollar buy. Since then, Allstate has pursued an “aggressive rebranding” of the San Francisco-based company, according to a June report on advertising expenditures within the industry from SNL Financial.

According to the report, Allstate spent $45 million on promoting Esurance in the first quarter of 2012.

As it announced plans to expand the marriage discount and roll out the “Like to Save” discount, Esurance has said it is seeking to establish itself as a forward-looking insurer.

The insurer stated that Like to Save is “a natural extension of Esurance’s heritage as a company born of the Internet.”

About Charles Nguyen
Charles Nguyen is an enterprising journalist who reported for and the Desert Dispatch and was the editor in chief of the Guardian (the twice-weekly newspaper at the University of California, San Diego) before coming to Online Auto Insurance News.

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