Welcome commentary from the former Commercial Head at Allianz, Chris Hanks.

I have waxed lyrical on numerous occasions in the past on the subject of the insurance sector's image, and the impact of aggregators continually reinforcing the price message has only exacerbated the situation.

The sector needs to open an honest dialogue with the public - really help people to understand the benefits of what they are buying, and show them some meaningful value. Whilst this may drive up the cost of customer acquisition, retention should then be childs play...