UK Personal Lines Insurance: Distribution Dynamics 2025
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This report examines consumers' channel preferences in the personal lines space across the direct, broker, bank, affinity, and price comparison website channels, including the drivers behind customers’ choices and how these have changed over time. It also forecasts the future of personal lines distribution to 2029.
In 2025, consumers are expected to have gravitated toward the direct channel, driven by a greater emphasis on affordability. This shift suggests more customers are using insurers’ digital journeys to search for lower premiums and manage policies more cost-effectively amid ongoing financial pressures.
Scope
Across all channels, consumers’ provider choice is shaped primarily by premium cost and brand reputation, underlining the importance of affordability and trust.
Digital purchasing is now the default across product lines, particularly through web-based journeys on PCs/laptops and smartphones/tablets.
PCW users are materially more likely to change provider than buyers using other routes.
Key Highlights
- According to GlobalData’s 2023 UK Insurance Consumer Survey, Aviva is the leading brand in the personal lines market. It is the top player in motor and home while also ranking in the top three for travel insurance.
- Across all lines, online methods are the preferred purchasing option.
- Customers who use PCWs show a greater inclination to switch compared to those utilizing other channels.
- The primary factors influencing consumers’ choice of insurance provider relate to either the cost of premiums or the reputation of the provider.
Reasons to Buy
Understand how distribution channels in the UK general insurance market have performed.
Ascertain how underlying factors and drivers in these markets will shape them going forward.
Discover preferred methods of purchasing through each distribution channel.
Understand switching behavior in each distribution channel
Explore the future market shares in the distribution of personal lines to 2029.
Admiral
Hastings Direct
Direct Line
Petplan
Tesco Bank
Animal Friends
Staysure
ManyPets
InsureandGo
RSA
Lemonade
Marmalade
Gallagher
Hastings Direct
Ardonagh
Makerstudy
Halifax
Nationwide
ASDA
Barclays
Lloyds Bank
Natwest
HSBC
Monzo
Qover
Sainsburys
M&S
Pets at Home
Post Office
American Express
Sky
Prestige
Policy Expert
Churchill
Compare the Market
Go.Compare
Money Super Market
Confused.com
Table of Contents
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