United Kingdom (UK) Personal Lines Insurance Distribution Dynamics by Consumer Channel Preferences and Future Market, 2022 Update

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UK Personal Lines Insurance Market Report Overview

The direct channel remains the most frequently used option when it comes to purchasing insurance in the UK. The channel increased its share of distribution in 2021, rising by 0.5 percentage points (pp) when compared to 2020. With many insurers and distributors enhancing their online and digital capabilities in response to shifting consumer habits owing to the COVID-19 pandemic, consumers are increasingly inclined to purchasing insurance online.

The UK personal lines insurance market research report will help to understand how certain distribution channels in the UK general insurance market performed in 2021. The report will also ascertain how underlying factors and drivers in these markets will shape them going forward.

Key UK Personal Lines Insurance Segmentation by Distribution Channels

The key distribution channels in the UK personal lines insurance industry are direct channel, broker channel, bank channel, affinity channel, and price comparison website channel. In 2022, direct channel led the market personal general insurance market in the UK.

Direct Channel: Many consumers purchased their insurance online via a PC or laptop in 2022. Consumers choose this channel primarily due to the reputation of the insurer and the lower premium costs. For larger insurers that operate across numerous lines, cross-selling opportunities exist. The top three direct channel players are admiral, Aviva, and Petplan. This channel will continue its dominance in the coming years as insurers improve their digital capabilities and online consumer experiences.

Broker Channel: Consumers who use brokers value cheaper premiums over specialist advice. More than 33% of consumers felt their broker could get them a better deal. The top three broker channel players are Hastings Direct, Saga, Aviva, and AA. The broker channel will continue to play a significant role in providing personal insurance, holding on to more than a third of the market 

Bank Channel: Despite the continuous closure of branches, face-to-face purchases through the channel increased by less than 1pp from 2021 to 2022. The top three bank channel players are Halifax, Admiral, and Nationwide. Short-term growth in the bank channel is forecasted as consumers seek reliable and reputable financial institutions following the pandemic and amid current uncertain macroeconomic conditions. 

Affinity Channel: The channel remains important for the distribution of other insurance products, including pet insurance. However, the affinity channel’s share of product distribution fell for home and motor insurance. The top three affinity channel players are Tesco Bank, Post Office, and M&S Bank. Retailers are set to concentrate on their primary areas of business, resulting in stagnant growth in the coming years. 

Price Comparison Website Channel: The increased trend towards digitalization suggests an opportunity exists to boost sales via apps. The top three price comparison website channel players are Admiral, Hastings Direct, and Animal Friends.

UK Personal Lines Insurance Industry Analysis, by Distribution Channels, 2022 (%)

UK Personal Lines Insurance Industry Analysis, by Distribution Channels, 2022 (%)

 For more insights on the distribution channels in the UK personal lines insurance market, download a free report sample

UK Personal Lines Insurance Market Report Overview

Key Distribution Channels Direct Channel, Broker Channel, Bank Channel, Affinity Channel, and Price Comparison Website Channel
Top Direct Channel Players Admiral, Aviva, and Petplan
Top Broker Channel Players Hastings Direct, Saga, Aviva, and Aa
Top Bank Channel Players Halifax, Admiral, and Nationwide
Top Affinity Channel Players Tesco Bank, Post Office, and M&S Bank
Top Price Comparison Website Channel Players Admiral, Hastings Direct, and Animal Friends

UK Personal Lines Insurance Market Distribution Channel Outlook (Value, GWP Billion, 2017-2026)

  • Direct
  • Broker
  • Banks
  • Affinity
  • Price Comparison Website Channel

Reasons to Buy

  • Understand how certain distribution channels in the UK general insurance market performed in 2021.
  • Ascertain how underlying factors and drivers in these markets will shape them going forward.
  • Discover preferred methods of purchasing through each respective distribution channel.
  • Understand switching behavior in each respective distribution channel.
  • Explore the future market shares in the distribution of personal lines to 2026f.

Direct Line
Animal Friends
Urban Jungle
Lloyds Bank
Age UK
Tesco Bank
M&S Bank
John Lewis
Pets at Home
Compare the Market

Table of Contents

Executive Summary

Direct Channel

Broker Channel

Bank Channel

Affinity Channel

Price Comparison Website Channel

Future Market


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