United Kingdom (UK) Private Motor Insurance Distribution Dynamics and Future Market, 2023 Update

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UK Private Motor Insurance Market Overview

The UK private motor insurance market research report offers insights into the motor insurance scenario within the private insurance market and how it is influenced by upcoming regulatory changes and volatility in the economy. It also ascertains how newcomers and insurtechs are disrupting and driving innovation in the country’s insurance industry. The report enables clients to identify the effects of emerging technologies such as artificial intelligence and autonomous vehicles on the UK private motor insurance space. Furthermore, the report’s outlook presents growth opportunities in the motor insurance space as well as challenges faced by the insurance providers.

Channels •       Insurer

•       Price Comparison Website (PCW)

•       Broker

•       Bank

•       Others

Leading Motor Insurers •       Aviva

•       Admiral

•       Hastings Direct

•       Direct Line

•       LV=

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UK Private Motor Insurance Market Dynamics

The growing demand for embedded insurance, rising demand for autonomous vehicles and e-scooters, and revision in the Ogden Rate (also known as the discount rate) are a few trends that are likely to impact the UK private motor insurance market.

It is widely anticipated that UK motor insurance will be most disrupted by embedded insurance. This presents both opportunities and challenges for traditional insurers. Those who can adapt and innovate are poised to thrive in this changing landscape, where customer-centric, data-driven, and customized insurance solutions are becoming increasingly popular. For instance, Tesla is a leading example of embedded motor insurance. Tesla Insurance offers competitive and comprehensive coverage specifically tailored to Tesla vehicle owners. This enables Tesla to eliminate additional charges typically imposed by traditional insurance carriers.

UK Private Motor Insurance Market Segmentation by Channels

The preferred channels used by customers when purchasing private motor insurance in the UK private motor insurance market are insurers, Price Comparison Websites (PCW), brokers, and banks among others. The insurer and PCW channels accounted for over 66% of private motor insurance purchases in 2023. The purchases through insurers declined marginally compared to 2022 due to increased premium rates amid high inflation. This trend pushed customers towards guidance from brokers. Brokers, the third-most preferred channel in 2023 was supported by demand for advice during the cost-of-living crisis.

However, visiting PCW before purchasing a motor insurance policy is the most popular pre-purchase activity undertaken by consumers, thanks to the increased availability of product-related information on providers’ websites and consumers’ preferences for research-based decisions. This ongoing trend is likely to make PCWs the most preferred channel for purchasing insurance products in 2024.

UK Private Motor Insurance Market Analysis by Channels 2023 (%)

UK Private Motor Insurance Market Analysis by Channels 2023 (%)

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UK Private Motor Insurance Market - Competitive Landscape

A few of the leading private motor insurers in the UK are:

  • Aviva
  • Admiral
  • Hastings Direct
  • Direct Line
  • LV=

In 2023, Aviva was the largest provider of motor insurance in the UK. The company’s customers had a high satisfaction rate due to its reliable service and comprehensive car insurance coverage, featuring optional add-ons such as motor legal protection

UK Private Motor Insurance Market Analysis by Leading Companies 2023 (%)

UK Private Motor Insurance Market Analysis by Leading Companies 2023 (%)

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Segments Covered in the Report

UK Private Motor Insurance Channels Outlook (Value, GBP Billion, 2023-2026)

  • Insurer
  • Price Comparison Website (PCW)
  • Broker
  • Bank
  • Others


• PCW and insurer channels accounted for 66.6% of private motor insurance purchases in 2023, a 1pp decline from 2022. The decline was caused by a 3pp decline for the PCW channel.

• Brokers, the third-most preferred channel, accounted for 17.9% of purchases in 2023. The channel’s share grew by 2.1pp in 2023, owing to greater demand for advice amid the cost-of-living crisis.

• In 2023, the top 10 providers accounted for 70.4% of the market, compared to 66.6% in 2022. Three of these providers recorded a decrease in market share. However, Aviva, the largest provider in 2023, increased its share by 3.2pp.

Reasons to Buy

This report will help you:

  • Understand consumer purchasing decisions and how these will influence the market over the next few years.
  • Improve customer engagement by recognizing what is most important to them and how insurers can adapt their products and services to meet their needs.
  • Compare the Net Promoter Scores of key insurance providers.
  • Discover which providers lead the way in the private motor insurance space and learn about new product innovations.
  • Adapt your distribution strategy to ensure it still meets customer purchasing behavior.

Direct Line
Hastings Direct
Tesco Bank
The AA
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Table of Contents

Executive Summary

The Purchasing Journey

Providers and Switching

Channel View

Future Market


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