UK Insurance Aggregators 2018

  • ID: 4465625
  • Report
  • Region: United Kingdom, Great Britain
  • 45 pages
  • GlobalData
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  • Admiral Group
  • CompareChecker
  • e&l
  • Guevara
  • InsureWiser
  • Paws & Claws
  • MORE
UK Insurance Aggregators 2018


The report "UK Insurance Aggregators 2018", explores consumer purchasing behavior through price comparison sites and how it is changing. Percentage of consumers conducting research on price comparison websites at renewal increased in three of the four main personal lines, with travel insurance the only exception. This includes a rise of 4.5 percentage points (pp) in motor insurance, the biggest market for price comparison sites.

However, aggregators failed to increase their market share in purchases by channel in three of the four lines, with home insurance the exception. This is mainly due to the dominance of the direct channel, with insurers increasingly having more ways in which to engage and communicate directly with customers.

Critical success factors:
  • Better transparency: Aggregators need to provide consumers with greater confidence in their purchases by clarifying the information surrounding their policies.
  • Brand awareness and trust are key: Our 2017 UK Insurance Consumer Survey found that the main reason consumers chose a particular aggregator across all four lines was that they had purchased from them before and trusted them.
  • Individualizing the customer journey: Redesigning the initial application question set for quotes would help customers find products suited to their individual needs and requirements. One example is in the pet market, where three of the four aggregators ask for the pet’s name and use this information to personalize all questions.
Key findings include in this report:
  • Three of the four main aggregators reported an improved year-on-year financial performance.
  • was the only one to launch a large-scale advertising campaign up to H1 2017, but and released theirs later in the year.
  • Travel insurance has the highest percentage of customers who bought through price comparison sites at 50.7%.
The report furthermore helps in understandingwhat is most influential to customers when selecting a policy through the channel and reveals the brand strategies of the four leading sites. Their distinct approaches to advertising are also highlighted, as well as key factors that will influence the market over the coming years - including regulation and new technology.

Companies mentioned in this report:,,,, BGL Group, Admiral Group, Competition and Markets Authority, Financial Conduct Authority, , Brolly, Guevara, Merlinio, CompareChecker, Insurethebox, Saga, LV=, Quotemehappy, General Accident, InsureWiser, homenet, quotelinedirect,, InsureAndGo, Puffin, Virgin Money, CoverWise, e&l, Paws & Claws, Purely Pets, Perfect Pets, Amazon, Google.

  • Three of the four main aggregators reported an improved year-on-year financial performance.
  • Web traffic increased but dominance in individual channels declined as consumers opted to go direct to insurers.
  • was the only aggregator to launch a large-scale campaign up to H1 2017, but and released theirs later in the year.
Reasons to buy
  • Adapt your distribution strategy to ensure it still meets customer purchasing behaviors.
  • Ensure you remain competitive as new innovations revolutionize the consumer purchasing journey.
  • Be informed of how new technology could impact the aggregator channel over the next few years.
  • Read about differences in pricing between the top four comparison sites.
Note: Product cover images may vary from those shown
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  • Admiral Group
  • CompareChecker
  • e&l
  • Guevara
  • InsureWiser
  • Paws & Claws
  • MORE
1.1. Aggregator web traffic picks up as premiums soar
1.2. Key findings
1.3. Critical success factors

2.1. Aggregators’ promise to save consumers time and money holds strong appeal
2.2. Aggregators are increasingly important as a research tool, but conversion rates are dropping
2.3. Financial results indicate a strong performance from aggregators
2.4. Price is essential, but consumers do look beyond the cheapest policy
2.5. The Insurance Distribution Directive aims to increase clarity
2.6. The FCA’s renewal transparency regulation has yet to be properly enforced
2.7. Advisory, concierge insurtech apps could mount a challenge to aggregators

3.1. Motor
3.1.1. Regulation
3.1.2. Future market and threats
3.1.3. Average price varies considerably across the leading aggregators
3.2. Home
3.2.1. Clarity remains an issue in improving the home sector
3.3. Travel
3.4. Pet
3.4.1. Soaring premiums are sending consumers to aggregators
3.4.2. Clarity remains a problem in the pet sector

4.1. Overall
4.1.1. offers the cheapest premiums
4.2.1. is caught up in a CMA investigation
4.2.2. released strong financial results
4.2.3. is on the hunt for someone to travel the world
4.3.1. enjoyed a strong start to 2017
4.3.2. leads the way in mobile apps
4.4.1. sacrificed profit for a marketing push
4.4.2. is continuing its James Corden-led advertising campaign
4.5.1. Solid financial performance for
4.5.2. look towards fintech

5.1. Overall
5.2. dominates advertising spend
5.3. has increased its radio advertising
5.4.’s advertising spend continues to decline
5.5. spent less than £1m in H1 2017

6. Appendix
6.1. Abbreviations and acronyms
6.2. Definitions
6.2.1. Home insurance
6.2.2. Pet insurance
6.3. Methodology
6.3.1. UK Insurance Consumer Surveys
6.4. Bibliography
6.5. Further reading

List of Figures
Figure 1: Consumers increased their use of price comparison sites for research in 2017
Figure 2: With the exception of household insurance, purchases through comparison sites continue to fall
Figure 3: Converting consumers from research to sales is a growing issue for aggregators
Figure 4: Switching rates increased in motor, the largest insurance sector
Figure 5: A higher proportion of switchers are also using price comparison websites
Figure 6: Consumers look beyond the cheapest policy
Figure 7: benefits from brand awareness
Figure 8: Motor premiums hit double-digit growth in H2 2017
Figure 9: provides the cheapest options for motor customers
Figure 10: Customers turn to for value and for brand trust
Figure 11: Household premiums have been in steady decline despite a late 2017 rise
Figure 12: offers the cheapest home insurance policies
Figure 13: benefits from search engine usage and advertising
Figure 14: Travel premiums remain cheap and consistent
Figure 15: stands out on price in the pet market
Figure 16: edges its competitors to offer the cheapest accident-only quotes
Figure 17: offers the cheapest lifetime pet policies
Figure 18: has a dominant lead across all four lines
Figure 19: Familiarity with brand is key for consumers
Figure 20: Advertising spending has been on the decline, with the exception of
Figure 21: spends the majority of its advertising budget on motor insurance
Figure 22: In H1 2017 diversified its advertising spend
Figure 23: shifted away from TV in H1 2017
Figure 24: increased its advertising expenditure in H1 2017
Figure 25: kept its H1 2017 advertising spending to a minimum
Note: Product cover images may vary from those shown
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  • BGL Group
  • Admiral Group
  • Competition and Markets Authority
  • Financial Conduct Authority
  • Brolly
  • Guevara
  • Merlinio
  • CompareChecker
  • Insurethebox
  • Saga
  • LV=
  • Quotemehappy
  • General Accident
  • InsureWiser
  • homenet
  • quotelinedirect
  • InsureAndGo
  • Puffin
  • Virgin Money
  • CoverWise
  • e&l
  • Paws & Claws
  • Purely Pets
  • Perfect Pets
  • Amazon
  • Google
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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