A guide to using your
Star Rating
STAR
RATINGS
2013
STAR
RATINGS
2013
STAR
RATINGS
2013
STAR
RATINGS
2013
STAR
RATINGS
2013
About Defaqto
Defaqto is an independent financial research company focused on supporting better
financial decision making.
At our heart is the UK’s largest retail financial
In the complex world of financial services, our
product database, which we maintain by
products and services help providers develop and
collecting the whole universe of product and fund
promote their products, and intermediaries advise
data and using our industry expertise and insight
their clients and distribute products appropriately
to make it comparable.
– and support consumers’ purchasing decisions.
Ultimately, this data underpins our product ratings,
web and software solutions, publications, events
and consultancy services.
For further information please contact your Account
Manager or our Marketing department on 01844 295 532 or
[email protected].
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www.defaqto.com/provider/toolkit
Describing Defaqto in your marketing communications
The following standard phrases are acceptable for use when describing Defaqto. If you
wish to use different wording, please follow our sign off process outlined on page 14.
When using this copy online, the word ‘Defaqto’ should link to www.defaqto.com
Defaqto is an independent financial research company
Defaqto is a leading independent financial research company in the UK
Defaqto is an independent financial research company focused on supporting better financial
decision making
Defaqto is an independent financial research company focused on supporting better financial
decision making. At its heart is the UK’s largest retail financial product database, which it
maintains by collecting the whole universe of product and fund data and using its industry
expertise and insight to make it comparable. Ultimately, this data underpins Defaqto’s product
ratings, web and software solutions, publications, events and consultancy services.
You can also refer to ‘Defaqto’ only if you include one of the phrases above in footnotes.
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www.defaqto.com/provider/toolkit
An introduction to Star Ratings and our methodology
A Star Rating indicates where a product or proposition sits in the market based on the
quality and comprehensiveness of the features it offers.
We have been producing Star Ratings since
Totalling the individual DNA scores across the
2000. Our Star Ratings now cover over 50
chosen range of features and benefits gives an
separate areas within General Insurance, Wealth
overall DNA score, which we use to rank products
Management, Life and Protection, and Banking.
in terms of their overall benefit to consumers. We
Our vision is to help people make better financial
decisions. Star Ratings are a key element of how
we achieve this, by helping people instantly
also identify appropriate levels that determine
each of the 5, 4, 3, 2 and 1 ratings within each
product area.
understand where a product or proposition sits in
To see the areas we currently rate, please visit our
the market, based on the features and benefits it
website: www.defaqto.com/star-ratings.
offers.
Star Ratings award a product or proposition a
rating of 1 to 5, depending on the quality and
comprehensiveness of the features it offers. A
4 or 5 Star Rating indicates that a product or
proposition represents one of the best quality
offerings in the market.
Based on our analysis of each product area,
market developments or regulatory influences
and open discussion with product providers we
select a set of features which we consider as
‘core criteria’. These are areas where we believe
5 or 4 Star rated products should offer a minimum
level of benefit.
Overall product rankings are calculated using a
scoring method called Data Numerical Analysis
(DNA). Each product feature and benefit is
scored from 1 to 5, with a score of 5 denoting that
the product has the highest characteristics in the
market for that element; a score of 1 indicates it
has the lowest.
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www.defaqto.com/provider/toolkit
Describing Star Ratings in your marketing communications
We have compiled these guidelines to help you position Defaqto and Defaqto Star
Ratings in copy for marketing communications.
The words ‘Star Ratings’ should always have a capital S and R
3 Acme Insurance has a Defaqto 5 Star Rating.
3
3
Acme Insurance has received a Defaqto
5 Star Rating for Acme Home Solutions.
Acme Insurance has Defaqto 1, 3 and 5 Star
Ratings for its range of travel insurance products.
8 Acme Insurance has a Defaqto 5 star rating.
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8
Acme Insurance has received a Defaqto 5 star
rating for Acme Home Solutions.
Acme Insurance has Defaqto 1, 3 and 5 star
ratings for its range of travel insurance products.
No capital R is required when the word rating is used as a verb
<Product name> has been rated 5 Star
<Product name> has been Rated 5 Star
3 by independent financial research and
8 by independent financial research and
software company Defaqto.
3
5 Star rated by independent financial
research and software company Defaqto.
software company Defaqto.
8
Independently assessed and rated by
3 financial research and software company
5 Star Rated by independent financial research
and software company Defaqto.
Independently assessed and Rated by financial
8 research and software company Defaqto as
Defaqto as 5 Star.
5 Star.
A Star Rating is not an award but a Star Rating can be awarded
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3
4
Acme Bank has received a 5 Star Rating for its
Acme Current Account.
ACME Bank has been awarded a 5 Star Rating
for its Home Plan.
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8
Acme Bank has a 5 Star Rating award from
Defaqto for its Acme Current Account.
Acme Bank holds a coveted 5 Star award from
Defaqto for its Acme Current Account.
www.defaqto.com/provider/toolkit
Star Ratings cannot be a benchmark but the philosophy can be described as such
Acme Pension has been benchmarked
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with pensions across the UK by independent
financial research and software company,
Acme Pension has a 5 Star benchmark
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from Defaqto.
Defaqto, and has received a 5 Star Rating.
A company cannot receive a Star Rating
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3
Acme Limited has received a Defaqto 5 Star
Rating for its motor insurance policy.
Acme Limited has received various Star Ratings
across its healthcare product range.
Acme Limited has been 5 Star rated
8 by independent financial research
company Defaqto.
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Acme Limited is rated 5 Star for its
healthcare products.
A Star Rating is not a prize and thus cannot be won
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3
5
Acme Limited has received a Defaqto 5 Star
Rating for its motor insurance policy.
Acme Limited has received various Star Ratings
across its critical illness product range.
Acme Limited has won a 5 Star Rating for home
8 insurance from independent financial research
company, Defaqto.
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Acme Limited has won 5 Stars from Defaqto for
its motor insurance policy.
www.defaqto.com/provider/toolkit
Describing a 5 Star Rating
STAR
RATINGS
2013
The following phrases can be used without sign off when describing a 5 Star Rating.
<Product name> provides a comprehensive level of cover
<Product name> provides one of the most comprehensive policies in the market as indicated by
a Defaqto 5 Star Rating
<Product name> has a comprehensive level of features and benefits
<Product name> has a comprehensive level of cover
<Product name> provides quality cover and includes a comprehensive range of features
and benefits
<Product name> provides one of the highest quality offerings in the market
<Product name> has excellent levels of cover
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www.defaqto.com/provider/toolkit
Describing a 4 Star Rating
STAR
RATINGS
2013
The following phrases can be used without sign off when describing a 4 Star Rating.
<Product name> has high levels of cover
<Product name> has a high level of features and benefits
<Product name> has a wide range of features and benefits
<Product name> provides a high level of cover with a good range of features and benefits
<Product name> provides a comprehensive range of features and benefits
<Product name> provides a high quality offering in terms of the features and benefits it includes
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www.defaqto.com/provider/toolkit
Describing a 3 Star Rating
STAR
RATINGS
2013
The following phrases can be used without sign off when describing a 3 Star Rating.
<Product name> has a standard range of features and benefits
<Product name> has a standard level of cover
<Product name> has a standard level of features
<Product name> has a reasonable level of cover
<Product name> has a reasonable range of features
<Product name> provides a fair level of cover
The <product name> offers an intermediate level of features
With a 3 Star Defaqto Star Rating, <product name> has a standard range of features and benefits
<Product name> provides standard levels of features with a fair range of additional benefits
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www.defaqto.com/provider/toolkit
Describing a 2 Star Rating
STAR
RATINGS
2013
The following phrases can be used without sign off when describing a 2 Star Rating.
With a 2 Star Defaqto Star Rating, <product name> has simple features with a few
additional benefits
<Product name> has a minimum level of features, but with some additional benefits
The <product name> offers a fundamental level of features, with a few more benefits
With simple features, this <product area> also offers a number of additional benefits
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www.defaqto.com/provider/toolkit
Describing a 1 Star Rating
STAR
RATINGS
2013
The following phrases can be used without sign off when describing a 1 Star Rating.
With a 1 Star Defaqto Star Rating, <product name> has a basic level of features
<Product name> provides a minimum level of features for <product area>
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www.defaqto.com/provider/toolkit
The Star Rating logo
STAR
RATINGS
2013
STAR
RATINGS
2013
STAR
RATINGS
2013
STAR
RATINGS
2013
STAR
RATINGS
2013
The following guidelines should be followed when using the Star Ratings logo for marketing
communications on and offline.
Positioning the logo
Please follow the spacing guidelines below when positioning the logo on marketing communications so
that the logo has the right amount of clear space.
26.83mm
48mm
x height
STAR2013
RATINGS
PRODUCT AREA GOES HERE
x
6PT Recommended minimum type size
Clear space
= 300%
x height
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www.defaqto.com/provider/toolkit
Logo formats
The Star Ratings logo is automatically available in the following formats. Additional file formats can be
created but this will incur a charge of £100 per logo.
Standard creative packages
3D reflections
Animated flash
•Adobe Illustrator
•EPS (with backwards compatibility
•JPEG
•PNG
•SWF (movie file)
•HTML (Containing the code to embed
up to Illustrator CS2)
•JPEG
the movie into a webpage)
•FLA (Source flash file)
Logo resolution
For offline (i.e. print) purposes, you will need to use a minimum image resolution of 300 dpi. For online, the
resolution should always be 72 dpi.
Positive logo formats
STAR
RATINGS
2013
STAR
RATINGS
2013
Negative logo formats
STAR
RATINGS
2013
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STAR
RATINGS
2013
www.defaqto.com/provider/toolkit
Linking to Defaqto
There are three ways you can link to Defaqto. Please follow the guidelines below:
A text based link (contextual or stand alone)
An image based link
An image with a text based link
Points to note for all links
Links from Star Ratings logos and text relating to
Stand alone links (i.e. those which sit outside the
main body of copy on a web page)
the Star Ratings concept should be directed to:
3 Visit the Defaqto Star Ratings website
www.defaqto.com/star-ratings and not to the
3✓ Learn more about Defaqto Star Ratings
Defaqto homepage.
Alt text should include the keyword ‘Defaqto’ and
Try to avoid:
key phrase ‘Star Ratings’ where possible.
8✓ For more information on Defaqto Star Ratings,
click here
Using text based links
Ensuring that the right keywords and key phrases
are contained within the link anchor text on your
web pages will have SEO benefits for both our
website and your own.
Try to include the keyword ‘Defaqto’ and the key
phrase ‘Star Ratings’ in the link anchor text of any
link to the Defaqto Star Ratings webpages.
Examples:
Contextual links
3 Our Ultimate Reward Multi-Trip Cover has a
Defaqto 5 Star Rating
✓3 Our Ultimate Reward Multi-Trip Cover has a 5
Star Rating from Defaqto
3 We offer policies with a range of features,
with 1, 3 and 5 Star Ratings from Defaqto.
Visit the Defaqto website to learn more about
✓8 Visit the Defaqto website
✓8 More information
Using image based links
Always use the appropriate Star Ratings logo.
The primary logo format with your product name
is the preferred option but if the image is in
relation to your product range, a secondary logo
format is acceptable.
Include alt text which includes the keyword
‘Defaqto’ and the key phrase ‘Star Ratings’.
For example, ‘More information on Defaqto
Star Ratings’.
Please don’t change the file name of the image
as we have optimised this.
Include a text based link alongside the image
if possible.
Star Ratings
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Signing off your marketing communications
Communications not requiring signoff
Star Rating logos
Star Rating descriptive copy
We do not need to sign off any communications
We need to review any descriptive copy that
that use our Star Rating logo as long as the
falls outside of the guidelines contained within
guidelines contained within this document are
this document. This is so that we can ensure
met and the terms and conditions of our contract
communications in relation to Star Ratings do
of licensing are followed.
not have a negative impact on our brand.
Final versions of marketing material or logo use need to be sent to
[email protected] so that they can be recorded against your Star
Rating licence.
Communications requiring signoff
Bespoke content
We welcome your ideas and creativity in
We are also happy to work with you to produce
describing Star Ratings. If you would like to
stock copy that we will sign off for the whole year.
use copy or content not contained within
Please contact your Defaqto Account Manager
these guidelines, please follow the sign off
for more information.
process below.
Send any Defaqto or Defaqto Star Rating collateral or content in need
of sign off to [email protected].
We will come back to you within a maximum of 3 workings days.
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www.defaqto.com/provider/toolkit
Get in touch
For further information visit:
www.defaqto.com/provider/star-ratings
Alternatively please contact your Account Manager or our
Marketing department:
Email: [email protected]
Telephone: 01844 295 532