UK Insurance Aggregators 2026

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This report provides a comprehensive overview of the UK aggregator (price comparison website) market for insurance. It begins by covering market trends, key insights, and success factors driving growth. It then explores consumer behaviors, highlighting the popularity of PCWs in motor insurance and their increasing use for research across other insurance types. The report segments the market by insurance lines-non-life and life-and explores conversion trends. It also benchmarks key players, presents market shares, and reviews notable market developments.

Non-life insurance remains the dominant segment of the UK aggregator market, with motor and home insurance continuing to generate the highest levels of price comparison website (PCW) usage. Meanwhile, Go.Compare overtook Compare the Market to become the leading PCW across life insurance products.

Scope

Almost two thirds of consumers selected a PCW platform because they had used it previously for other products.

More than half of motor and home insurance customers used a comparison site to evaluate providers in 2025.

Compare the Market retained its position as the dominant PCW across non-life insurance in 2025.

Reasons to Buy

Discover consumer purchasing trends through price comparison websites in 2025.

Determine the market shares of the four leading aggregators across various general and life insurance lines.

Ascertain pricing differences between aggregators across a variety of life and non-life products.

Adapt your distribution strategy to ensure that it meets customer purchasing needs and behaviors.

Allianz
Hastings Direct
Direct Line
Marshmallow
The AA
Churchill
Policy Expert
Frontier
Homeprotect
Swiftcover
MBNA
Homeinsurer
Quote Your Home
Aviva
Safeguard
ACORN
Coverwise
Southdowns
GreatCover
Ati
Insure&Escape
Multitip.com
Gigasure
Admiral
ASDA
More Than
Everypaw
Scratch & Patch
4PAWS
Post Office
RSPCA
Argos
M&S
Animal Friends
John Lewis
Waggel
Pet Protect
Spot On
Frank
Whistle & Wag
Legal & General
Holloway
British Friendly
Royal London
Shepherds Friendly
Income Bee
Realm Protection
National Assurance
The Exeter
HIP
Scottish Widdows
Zurich
Virgin Money
Beagle Street
Go.Compare
MoneySuperMarket
Confused.com
Compare the Market
Cavendish Online
Choozi
LifeSearch

Table of Contents

Table of Contents

1. Executive Summary

2. The Aggregator Market

3. Aggregators by Line of Business

4. Competitor Profiles and Market Shares

5. Other Developments in the Aggregator Market

6. Appendix

Figures

Figure 1: The number of consumers purchasing non-life insurance via a PCW is increasing

Figure 2: The leading reason consumers chose a PCW was because they had used it before

Figure 3: Over half of motor and home insurance customers use a PCW to conduct research

Figure 4: Conversion rates increased for non-life insurance but declined for life insurance products

Figure 5: Switching rates increased for three of the four non-life insurance products

Figure 6: Over half of motor and home insurance customers who switched done so by using a PCW

Figure 7: Quotes for motor insurance across the four main PCWs

Figure 8: Motor insurance premiums fall in 2025

Figure 9: Quotes for home insurance across the four main PCWs

Figure 10: Home insurance premiums continue to rise into 2025

Figure 11: Quotes for travel insurance across the four main PCWs

Figure 12: Quotes for pet insurance across the four main PCWs

Figure 13: Quotes for income protection insurance across the four main PCWs

Figure 14: Term assurance quotes across five leading PCWs

Figure 15: Quotes for term assurance with critical illness cover across different PCWs

Figure 16: Compare the Market continues to dominate the non-life insurance market

Figure 17: Compare the Market leads the life insurance aggregator market

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