A recent announcement that insurance giant Allstate is buying the Esurance and Answer Financial brands from the smaller, less well-known, White Mountains Insurance Group raises several troubling questions.
According to an Associated Press article, Allstate expects to pay about $1 billion for the two brands. The acquisition will allow Allstate to broaden the offerings available under its corporate umbrella. AP cites an Allstate press release claiming “the deal will help it tap consumers who prefer certain brands along with consumers who want choices among insurance carriers.”
Leaving aside the dubious claim that one company’s marketing of its products under different names actually constitutes “choice” from a consumer’s perspective, customers might also want to consider what a company really has in mind when it makes acquisitions like this at below-market-value. Notably, White Mountain told the AP that the sale “will increase its book value by $80 per share.” Yet in trading after the deal was announced White Mountain’s stock rose by only $51 (about 15%) – indicating that the market thinks White Mountain should have gotten more money from Allstate for the deal to raise the company’s valuation as much as the White Mountain claims.