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.
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
Figures
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