Reputation Institute High level Reputation trends Dutch insurers

Reputation Institute High level Reputation trends Dutch insurers Cooperative vs Non-Cooperative insurers June 2017 1

Reputation Institute is The Gold Standard in Reputation Management Reputation Institute is the world’s leading reputation-based research advisory firm, founded by Dr. Charles Fombrun and Dr. Cees van Riel in 1997. Reputation Institute’s Rep. Trak ® Research is the worlds largest and highest quality normative reputation benchmark database. We answer three fundamental questions for our clients: – What is our reputation? – How does it compare? – How do we improve our reputation? Our measurement tool is the Rep. Trak® model designed and validated by academia to analyzing the reputations of companies across industries, geographies and stakeholders. Rep. Trak® quantifies the business impact of corporate communication activities. Through systematic research and analysis, Reputation Institute helps companies build comprehensive strategies and make operational decisions that are designed to align stakeholders with corporate objectives and create tangible economic value. We are globally known for the Forbes-published Global Rep. Trak® 100, the world’s largest study of corporate reputations. 2

Rep. Trak® Model: A Single Lens to Analyze and Deliver Reputation-Driven Strategies Rep. Trak® System measures a company’s ability to deliver on stakeholder expectations across the 7 key rational dimensions of Reputation Rep. Trak® Pulse connects the emotional bond stakeholders have with your company with rational behaviors Measures the overall reputation of your company A company that has a strong brand delivers on expectations across the 7 dimensions — will earn support from its stakeholders 3

How Corporate Reputation Links to Stakeholder Support Companies with Excellent or Strong Reputations get significantly more support from the public. Poor 0 -39 4

Cooperative insurers in the Netherlands have a stronger reputation than noncooperative insurers, however the difference has been decreasing Cooperative insurers in the Netherlands Non-Cooperative insurers in the Netherlands 5

Both cooperative and non-cooperative insurers are most appreciated for (financial) Performance and least appreciated for Governance Cooperative insurers in the Netherlands Non-Cooperative insurers in the Netherlands 6

Not only non-cooperative insurers, but also cooperative insurers are seen as highly profitable Cooperative insurers have strongest scores for… Non-Cooperative insurers have strongest scores for… 1. 2. 3. 4. 5. Is a profitable company Stands behind its products Well-organized company High quality products Clear vision for its future Is a profitable company Stands behind its products Well-organized company Clear vision for its future Strong prospects for growth Cooperative insurers have lowest scores for… Non-Cooperative insurers have lowest scores for… 1. 2. 3. 4. 5. 1. 2. 3. 4. Is generally first to market Strong and appealing leader Excellent managers Open & transparent Environmentally responsible Strong and appealing leader Is generally first to market Open & transparent Fair in the way it does business 5. Behaves ethically 7

Support towards both cooperative and non-cooperative insurers is rather low 8