Your page scores 51 out of 100 for sameness against the 4 competitors you named.

Claims only you make, that buyers weigh, and that competitors can’t easily copy.

Territory you spend prominent space on that the set also occupies. Not every line is one to delete — the question is whether it has earned the space, or whether something only you can say should be there instead.

• Commodity · 75%Table stakesHero

  accountable for better client outcomes

  • “We don’t help clients meet the market. We help them outperform.”
  • “Creating a high level of accountability for client outcomes.”

  You say this 2 different ways.

  Gallagher, Aon and Rothbury Insurance Brokers cover this territory. Buyers may need to hear it, but in your hero it spends the first impression on shared ground.

  This is grouped wrong
  They say

  • Gallagher“Insurance brokers giving Kiwis the confidence to succeed”
  • Aon“we provide advice and solutions that give our clients clarity and confidence to make better decisions”
  • Rothbury Insurance Brokers“We're serious about delivering the best insurance outcomes for you.”
• Commodity · 100%Table stakesSection

  large scale: people, offices, clients

  • “150+ Specialists nationally, across 7 locations”

  Common ground with Gallagher, Aon, Lockton New Zealand and Rothbury Insurance Brokers. Say it if buyers need it — lower on the page, where it is not the thing they read first.

  This is grouped wrong
  They say

  • Gallagher“Our clients are supported by a team of around 1000 insurance professionals in more than 30 offices across New Zealand”
  • Aon“supporting and protecting our clients and communities across the country”
  • Lockton New Zealand“Lockton strengthens New Zealand offering with new Queenstown office”
  • Rothbury Insurance Brokers“25 New Zealand locations.”
• Commodity · 100%KeepSection

  specialist industry expertise

  • “To lead the next evolution of specialist insurance by restoring the art of broking for insurance buyers the market has forgotten.”

  Gallagher, Aon, Lockton New Zealand and Rothbury Insurance Brokers all say what they are and who they are for, as every page in a category must. Keep it — it is orientation, not differentiation. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

  This is grouped wrong
  They say

  • Gallagher“Arranging insurances and providing expert advice to businesses and personal insurance clients”
  • Aon“get trusted insurance and risk advice for your business from Aon”
  • Lockton New Zealand“We're ready to help with all your risk management and insurance needs”
  • Rothbury Insurance Brokers“Business Insurance”
• Commodity · 75%Table stakesSection

  responsive, attentive personal service

  • “Our people are fully embedded in the client relationship, not diluted across hundreds of clients.”
  • “Not a once-a-year renewal touchpoint.”
  • “When you call, we answer.”

  You say this 3 different ways.

  Gallagher, Lockton New Zealand and Rothbury Insurance Brokers make the same claim (75% of the set). It cannot set you apart, so it should not carry the section. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

  This is grouped wrong
  They say

  • Gallagher“Our Gallagher people are driven to do their best for clients, colleagues, and communities”
  • Lockton New Zealand“Our team is committed to understanding our client's business and objectives”
  • Rothbury Insurance Brokers“We're committed to our clients in all that we do, think and say.”
• Contested · 50%SharpenSection

  client retention, longevity and testimonials

  • “30+ Year client relationships built on stability and outperformance”
  • “~95% Client retention rate”
  • “Aviso Specialty re-marketed our program, increased coverage limits, reduced deductibles, and secured new policies tailored to our specific risk, ultimately…”

  You say this 3 different ways.

  Gallagher and Rothbury Insurance Brokers are on this territory too (50% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them.

  This is grouped wrong
  They say

  • Gallagher“We have a long history of helping Kiwis with their insurance needs”
  • Rothbury Insurance Brokers“World class Net Promoter Scores from our clients.”
• Contested · 25%SharpenSection

  claims get paid and handled well

  • “Disjointed or offshore claims servicing models reducing accountability (problem we solve).”
  • “We design insurance to perform at claim time - aligned to how outcomes are actually assessed and negotiated.”

  You say this 2 different ways.

  Shared with Rothbury Insurance Brokers. Sharpen it to the thing only you do here, or it reads as a claim any of you could make. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

  This is grouped wrong
  They say

  • Rothbury Insurance Brokers“Over 16,000 claims managed last year.”
• Contested · 25%SharpenSection

  independent, whole-of-market placement

  • “200+ Local and global insurer relationships, enabling true open-market broking”
  • “No mandates to use select insurers, giving buyers choice.”

  You say this 2 different ways.

  Contested ground: Rothbury Insurance Brokers claim it as well. The version that wins names a mechanism, a number or a scope that theirs cannot match.

  This is grouped wrong
  They say

  • Rothbury Insurance Brokers“As your Broker, we will work for you, not the Insurer.”
• Contested · 25%SharpenSection

  senior/experienced people lead the work

  • “Your service team is led by senior specialists with ownership in the business.”

  Lockton New Zealand is on this territory too (25% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

  This is grouped wrong
  They say

  • Lockton New Zealand“Lockton appointed Patrick Hunter as Pacific Head of Risk Consulting”

Sameness measures how much your claims overlap with the sites compared. It does not measure message quality or whether buyers prefer you.

AI-analyzed: an AI read each page on its own and grouped the claims that say the same thing. No score here was written by a model — every number is computed from those groupings in our own code, with the weights below.

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