Cheap is expensive…
Most people think that the way to determine whether something is cheap or expensive is to look at the price, comparing the price of one offering with a similar offering, skimming over the detail and in a lot of cases completely missing the unspoken value. Now granted trying to see 'unspoken' value is difficult and in a lot of cases, this is only seen once you have been 'burnt' by bad customer experience.
Our customer support team at Buddy sees this on a regular basis usually in the form of;
"Your competitor is X percentage cheaper... match them or I will go to them"
And we get it, why pay more for something when you can get it for less... but the reality of it is most people look at the price, skip the detail and view all insurance as the same, and this is when short-term saving...