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

Parts of your page are genuinely your own — but the benefits you promise is where you and Rothbury Insurance Brokers start to sound the same.

- **Your page:** https://avisospecialty.com.au/
- **Compared against:** Gallagher (ajg.co.nz), Aon (aon.co.nz), Lockton New Zealand (global.lockton.com), Rothbury Insurance Brokers (rothbury.co.nz)
- **Sameness Index:** 51 — Half shared
- **Ownable share:** 25% (of 66% distinctive)
- **Report:** https://grader.wynter.com/c/avisospecialty-com-au-8VgyNY8

**How you compare · vs 48 services sites** — 8 points less same than the average services site. The average services site scores 59; you scored 51. You are less same than 28 of the 48 services sites. The best-differentiated site in the set is at 40.
_A single check can move several points between runs; the benchmark averages up to eight sites per category._

## 1. Sameness Index

| Category | Weight | Score | What it means |
| --- | --- | --- | --- |
| Messaging | 30% | 36 | The most expensive kind of sameness. A buyer cannot tell what job you do that the others do not. |
| Claims | 30% | 75 | Every shared claim is a line already read on another tab. Cut the ones nobody owns and spend the space on something they cannot. |
| Features | 15% | 50 | Expected in a mature category, and the least alarming of the six. Feature parity is normal; leading with it is the mistake. |
| Proof | 10% | 25 | Same kinds of proof as everyone means the proof stops working as proof. It is scored on the kind of evidence, not on which customers are named. |
| Structure | 10% | not measured | Not enough on either page to compare. |
| Visual | 5% | 47 | Weighted lowest on purpose: buyers rarely decide on this. Worth knowing, rarely worth fixing first. |

**Half shared** — About half your claims are also on competitor pages.

## 2. Closest competitors

| Competitor | Echoes your claims |
| --- | --- |
| Rothbury Insurance Brokers | 76% |
| Gallagher | 60% |
| Lockton New Zealand | 52% |
| Aon | 16% |

_Measured from your side: the share of what YOU say that each competitor also says, weighted by where you put it. This is not a Sameness Index — a competitor can echo most of your page and still score low on its own index by saying a great deal you do not._

## 3. Ownable share

**The share of your own page's claim space that is yours to keep.** This is not the inverse of the Sameness Index — it is measured on your claims alone, so the two do not add up to 100 and are not meant to.

25% of your page is unique, relevant and defensible — a strong share, and the thing to protect in any rewrite.

- **Distinctive message share:** 66% — prominent space spent on claims no competitor makes.
- **Ownable share:** 25% — the part of that which is also relevant to how buyers choose and hard to copy.

## 4. Where you sound like everyone else

Most of your set makes each of these and you are spending prominent space on them, ranked by how much. **These are not necessarily lines to delete** — some of what a page has to say is unavoidably shared, and claims about what kind of product you are were left out of this list for exactly that reason. The question each one raises is whether it has earned its space.

- **accountable for better client outcomes** (Hero, 75% of the set) — also on Gallagher, Aon, Rothbury Insurance Brokers
  - _"We don’t help clients meet the market. We help them outperform."_
- **large scale: people, offices, clients** (Section, 100% of the set) — also on Gallagher, Aon, Lockton New Zealand, Rothbury Insurance Brokers
  - _"150+ Specialists nationally, across 7 locations"_
- **accountable for better client outcomes** (Section, 75% of the set) — also on Gallagher, Aon, Rothbury Insurance Brokers
  - _"Creating a high level of accountability for client outcomes."_
  - Said your way: nobody else makes this exact claim, but everyone occupies the territory.
- **responsive, attentive personal service** (Section, 75% of the set) — also on Gallagher, Lockton New Zealand, Rothbury Insurance Brokers
  - _"Not a once-a-year renewal touchpoint."_
  - Said your way: nobody else makes this exact claim, but everyone occupies the territory.
- **responsive, attentive personal service** (Section, 75% of the set) — also on Gallagher, Lockton New Zealand, Rothbury Insurance Brokers
  - _"When you call, we answer."_
  - Said your way: nobody else makes this exact claim, but everyone occupies the territory.
- **responsive, attentive personal service** (Section, 75% of the set) — also on Gallagher, Lockton New Zealand, Rothbury Insurance Brokers
  - _"Our people are fully embedded in the client relationship, not diluted across hundreds of clients."_
  - Said your way: nobody else makes this exact claim, but everyone occupies the territory.

## 5. Buried gold

Nothing buried — every unique, relevant claim is already prominent.

## 6. Claim inventory

| Claim | Type | Placement | Common | Sayability | Relevant | Ownership |
| --- | --- | --- | --- | --- | --- | --- |
| Delivers superior/outperforming insurance outcomes | outcome | Hero | 25% | anyone | yes | Contested |
| Large specialist headcount across many locations | proof | Section | 75% | some | yes | Commodity |
| Brings top-tier specialist expertise to underserved segments | category | Section | 0% | some | yes | Unique and owned |
| High accountability for client outcomes | outcome | Section | 0% | anyone | yes | Unique for now |
| Ongoing engagement, not annual renewal only | capability | Section | 0% | anyone | yes | Unique for now |
| Responsive, accessible, face-to-face service | quality | Section | 0% | anyone | yes | Unique for now |
| Small client loads mean dedicated attention | quality | Section | 0% | some | yes | Unique and owned |
| Decades-long client relationships and longevity | proof | Section | 50% | some | no | Contested |
| Client testimonial of improved program terms | proof | Section | 25% | anyone | no | Contested |
| High client retention / satisfaction scores | proof | Section | 25% | some | yes | Contested |
| Independent broking with no insurer mandates | capability | Section | 25% | some | yes | Contested |
| Broad insurer panel enables open-market placement | proof | Section | 0% | some | yes | Unique and owned |
| Onshore, joined-up claims servicing | outcome | Section | 0% | some | yes | Unique and owned |
| Policies designed to perform at claim time | outcome | Section | 0% | anyone | yes | Unique for now |
| Senior owner-operators lead the service team | proof | Section | 0% | some | yes | Unique and owned |
| Advice is strategic, not deadline-driven price talk | outcome | Section | 0% | anyone | yes | Unique for now |
| Broker churn disrupts market engagement and continuity | outcome | Section | 0% | anyone | yes | Unique for now |
| Commoditised broking causes unjustified premium increases | outcome | Section | 0% | anyone | yes | Unique for now |
| Risk maturity should translate into better pricing/coverage | outcome | Section | 0% | anyone | yes | Unique for now |

## What we compared

- **Aviso Specialty** (your page) — https://avisospecialty.com.au/
- **Gallagher** — https://www.ajg.co.nz/
- **Aon** — https://www.aon.co.nz/
- **Lockton New Zealand** — https://global.lockton.com/nz/en
- **Rothbury Insurance Brokers** — https://www.rothbury.co.nz/

## What this does and does not tell you

An AI read each page and wrote down the claims it makes, then grouped the claims that say the same thing. **No score in this report was written by a model** — every number is computed from those groupings in our own code, with the weights shown above.

## The only way to know if it matters

This report can tell you where your messaging overlaps. It cannot tell you whether a buyer would care, or which of your reasons to buy actually land. Put the page in front of real B2B buyers in your target market and ask them.

[Test it with real buyers](https://wynter.com)