Broadbase Ensures Powerful, Packaged E-Commerce Analytics for Insurance.com.

Business/Technology Editors

MENLO PARK, Calif.--(BUSINESS WIRE)--March 6, 2001

Affiliate of Fidelity Investments Selects Broadbase

E-Commerce to Analyze Business Trends

Broadbase Software, Inc., (NASDAQ: BBSW), the leading provider of intelligent customer interaction software, today announced that Insurance.com(SM), an affiliate of Fidelity Investments(R), has selected Broadbase E-Commerce to capture and evaluate behavioral and transactional data from site visitors arriving from multiple sources and convert it into a single data warehouse.

Before selecting Broadbase E-Commerce, Insurance.com was using multiple applications to capture behavioral and transaction data from site visitors and buyers across a variety of data sources and platforms. Now, with Broadbase E-Commerce, Insurance.com can analyze data and integrate new data sources quickly and effectively resulting in the ability to provide management instant access to the information and answers they need.

"Insurance.com's mission is to offer users an unbiased, content rich, life event-driven online insurance resource," said Henrik Sandell, vice president of technology for Insurance.com. "Broadbase helps us to deliver on that mission by allowing us to efficiently evaluate the performance of our business across multiple dimensions, enabling us to respond immediately to visitors' inquiries and needs."

Insurance.com takes visitors through the entire process of buying insurance, from choosing the right products, to selecting from multiple quotes, to ultimately purchasing insurance. Leveraging Broadbase E-Commerce, Insurance.com will have 360-degree visibility into their users' buying behaviors, purchasing processes and sales trends ultimately building customer loyalty and driving down customer service costs.

Broadbase E-Commerce provides Insurance.com with the ability to analyze site traffic, increasing site stickiness and ease of navigation. Benefits from Broadbase E-Commerce include:

-- Improved shop-to-buy conversion rates by minimizing mid-session dropouts and optimizing purchasing processes;

-- Increased performance of marketing programs and key customer purchasing trends;

-- The ability to identify hot selling products and analyze buyer attributes to better target customers;

-- An understanding of what content drives purchases;

-- Streamlined order fulfillment to ensure customer satisfaction;

and

-- Maximized performance of the Web channel compared to traditional channels.

"By selecting Broadbase, Insurance.com is gaining a real competitive advantage by developing a full understanding of its customers' patterns and behaviors," said David Milam, executive vice president of marketing at Broadbase. "Broadbase E-Commerce enables e-Businesses to fine-tune their e-commerce initiatives for peak effectiveness, which ultimately drives customer loyalty and retention."

About Insurance.com

Insurance.com is the objective, online marketplace that informs and empowers consumers to select the most appropriate insurance products for their needs from a variety of companies. The company's mission is to offer consumers an unbiased, content rich, life event-driven online insurance resource. Formed by Fidelity Investments(R) in June 1999, Insurance.com Insurance Agency LLC upholds the same values of trust, responsibility and service upon which Fidelity was founded. Insurance.com offers its resources and products to Fidelity's 17 million customers as well as the general public. In October 2000, Insurance.com was named the Best Insurance Site by Money Magazine. In November 2000, Insurance.com was also praised by Smart Money magazine for its ease of use and wide range of quotes. In January 2001, Insurance.com was voted the top insurance site by analysts and researchers in a survey conducted by WebFinance. For more information, visit www.insurance.com.

About Broadbase

Broadbase Software is the leading provider of customer-focused analytic, marketing automation and e-service software applications that analyze customer data from multiple touch points, and use that information to execute marketing campaigns, improve online merchandizing and content, increase site stickiness and personalize all customer interactions. Broadbase has provided critical e-commerce infrastructure to more than 500 customers, including ADP, BEA Systems, Cisco Systems, Compaq Computers Ltd., Credit Suisse, Eddie Bauer, EDS, Fidelity Investments, Hewlett Packard, Kodak, Palm Computing, Polycom, United Airlines and Verizon. Headquartered in Menlo Park, CA, Broadbase has a rapidly growing global presence with locations throughout North America, Europe and Asia.

"Safe Harbor" Statement Under the Private Securities Litigation Reform Act of 1995:

Information in this release that involves Broadbase's expectations, beliefs, hopes, plans, intentions or strategies regarding the future are forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, which involve risk and uncertainties. All forward-looking statements included in this release are based upon information available to Broadbase as of the date of this release, and Broadbase assumes no obligation to update any such forward-looking statement. These statements are not guarantees of future performance and actual results could differ materially from Broadbase's current expectations. Factors which could cause or contribute to such differences include, but are not limited to, lack of market acceptance of the combined company's products or services; inability to integrate existing products and services within budget and on schedule, and develop new integrated products and services on a timely basis; inability by Broadbase or Servicesoft to successfully cross-sell their products and services to each other's customers; introduction of new products or services by competitors; and inability to attract and retain qualified employees. These and other factors and risks associated with Broadbase's business are discussed in Broadbase's recent filings with the Securities and Exchange Commission ("SEC"), including its quarterly report on Form 10-Q filed on November 13, 2000.

Broadbase is a trademark of Broadbase Software, Inc. All other product and company names may be trademarks of their respective companies.