UK Personal Lines Insurance: Distribution Dynamics 2025

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.

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.