Your page scores 39 out of 100 for sameness against the 4 competitors you named — low enough that buyers can probably tell you apart.

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 stakesSection

  scale and buying power in the market

  • “150+ Specialists nationally, across 7 locations”

  Marsh, Gallagher and Howden cover this territory. Buyers may need to hear it, but in your section it spends the first impression on shared ground.

  This is grouped wrong
  They say

  • Marsh“A growing team of 450 based across Aotearoa”
  • Gallagher“Our clients are supported by a team of around 1000 insurance professionals in more than 30 offices across New Zealand”
  • Howden“24,000 Employees”
• Commodity · 75%Table stakesSection

  senior/owner-led accountable service access

  • “Owner-Driven Accountability - your service team is led by senior specialists with ownership in the business.”
  • “Human-Centered - accessible and human, built on face-to-face engagement with clients and insurers, not a once-a-year renewal touchpoint.”
  • “Accessible Specialists - when you call, we answer.”

  You say this 3 different ways.

  Common ground with Aon, Gallagher and Howden. Say it if buyers need it — lower on the page, where it is not the thing they read first. 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

  • Aon“United as one firm”
  • Gallagher“Our Gallagher people are driven to do their best for clients, colleagues, and communities”
  • Howden“our dedicated teams are ready to make a difference”
• Commodity · 75%KeepSection

  specialist expertise in your industry/market

  • “To lead the next evolution of specialist insurance by restoring the art of broking for insurance buyers the market has forgotten.”
  • “A-Grade Risk Advisory typically only seen at the top end of the market, delivered to your segment.”

  You say this 2 different ways.

  Marsh, Gallagher and Howden 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

  • Marsh“Local expertise”
  • Gallagher“Gallagher helps Kiwi face their future with confidence, arranging insurances and providing expert advice to businesses and personal insurance clients”
  • Howden“In your sector, speak your language”
• Contested · 50%SharpenSection

  clients stay with us / retention as proof

  • “30+ Year client relationships built on stability and outperformance”
  • “~95% Client retention rate”

  You say this 2 different ways.

  Marsh and Gallagher 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

  • Marsh“We've been supporting New Zealand businesses for more than 60 years.”
  • Gallagher“we have a long history of helping Kiwis with their insurance needs”
• Contested · 50%SharpenSection

  hands-on claims advocacy support

  • “Claims-first broking - senior-led, onshore advocacy.”

  Shared with Marsh and Aon. 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

  • Marsh“Claims support”
  • Aon“submit a claim, or have questions about a claim”
• Contested · 25%SharpenHero

  better insurance outcomes: cover and price

  • “Rise above the insurance market.”
  • “We design insurance to perform at claim time - aligned to how outcomes are actually assessed and negotiated.”
  • “Aviso Specialty re-marketed our program, increased coverage limits, reduced deductibles, and secured new policies tailored to our specific risk, ultimately…”
  • “Turning risk management investments into superior insurance outcomes.”

  You say this 4 different ways.

  Marsh 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

  • Marsh“A complete business insurance solution tailored to fit small and medium businesses. Right here. Under one policy.”

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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