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.
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.
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- 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
