If every week is a very long time in politics, a yr in insurance coverage can really feel like an eternity. The UK common insurance coverage market in 2024 was nothing in need of eventful rising, falling, reshuffling, and recalibrating in ways in which saved insurers, brokers, and analysts alike on their toes—from dwelling insurance coverage stabilisation to motor premium deflation, model exits, and aggressive pricing methods, the previous yr proved that nothing stays nonetheless for lengthy on this business.
With Shopper Intelligence retaining an in depth watch, right here’s what occurred in 2024—and why these within the know have already got a watch on what’s subsequent.
Dwelling insurance coverage: A yr of stabilisation and technique
2024 started with dwelling insurance coverage premiums nonetheless climbing, a hangover from 2023’s inflationary pressures. However by Q2, the market discovered firmer footing and aggressive premiums started stabilising—at the very least for some.
- Premium tendencies: New enterprise premiums for mixed dwelling insurance coverage elevated by 25% over the yr, although this was an obvious slowdown in comparison with 2023. Hastings shook up the market in Could with a daring value lower, quickly rising its aggressive share and dethroning Coverage Professional because the top-ranked dwelling insurer.
- Market differentiation: Tiered merchandise continued their march throughout the business, with insurers stacking a number of manufacturers to seize prime positions on value comparability web sites (PCWs). Aviva, specifically, mastered this technique.
- Exit of Extra Than: Extra Than bowed out of recent enterprise in July after its acquisition by Admiral, shifting buyer motion patterns. Whereas the exit didn’t ship shockwaves by pricing, different manufacturers—particularly Direct Line—may acquire a aggressive share amongst switchers.
However the actual story lay within the divergence between Buildings-only and Contents-only insurance coverage:
- Buildings-Solely: Aggressive premiums rose sharply in Q1, monitoring with the general market.
- Contents-Solely: Costs spiked in Q1 however then steadily declined, notably in This fall—signalling higher stability.
New Market Entrants
- Lemonade debuted on Evaluate the Market (CTM) in July, bringing its data-driven, digital-first mannequin to the UK. Whereas its quotability remained restricted, its aggressive rankings have been excessive when it did seem.
- Allianz launched a tiered online-only product in Could, finishing its rollout throughout PCWs by October—no administration charges for mid-term changes, a noteworthy twist.
- 1st Central expanded its dwelling insurance coverage footprint, rolling out throughout PCWs all year long, although notably with out the multi-tier method seen in its motor merchandise.
Motor insurance coverage: A market in reverse gear
After the sharp will increase of 2023, motor insurance coverage premiums fell all through 2024 as inflationary pressures on insurers eased. However as at all times, the small print inform a extra fascinating story.
- Premium declines: Whereas market-wide deflation was the headline, the youngest drivers (17–24) didn’t profit equally—dealing with ongoing availability and pricing challenges. In the meantime, drivers over 50 noticed the steepest value reductions.
- Rank 1 premiums: A pointy dip in December coincided with an increase in aggressive telematics choices, suggesting an business pivot to draw price-sensitive prospects.
Telematics: A story of two methods
- A number of telematics manufacturers exited the market in 2024, with Tesco Financial institution Field and InsureTheBox withdrawing and lowering choices for youthful drivers.
- Admiral’s LittleBox surged in competitiveness, proving that the black field isn’t useless—simply evolving.
- Aviva Zero cemented itself because the best non-telematics model, rising because the group’s lead new enterprise model by year-end.
The return of value lower gives
- Normal Insurance coverage Pricing Practices (GIPP), launched in 2022, have been meant to curb value discrimination. However by This fall 2024, marketed value lower gives had returned to document ranges, surpassing even pre-GIPP peaks.
- November noticed 50% extra value lower gives than the earlier document, with tiered merchandise taking part in a key function in fuelling competitors.
Strategic strikes and market reshuffling
The yr wasn’t nearly value actions—structural adjustments formed the aggressive panorama.
- Aviva’s £3.7bn takeover of Direct Line Group in December was essentially the most important shake-up, pending regulatory approval. The deal is poised to strengthen Aviva’s footprint, notably in motor, the place Direct Line’s buyer base enhances Aviva’s historically broader market attain.
- Model exits and repositioning: Extra Than’s withdrawal reshaped dwelling insurance coverage, whereas a number of Markerstudy manufacturers exited in December as a part of a broader strategic reorganisation between dwelling and motor insurance coverage.
In the meantime, PCWs’ dominance in dwelling and motor insurance coverage remained unshaken. Insurers continued to concentrate on stacking manufacturers on the prime of search outcomes, with Hastings main the cost in dwelling insurance coverage and Aviva making related strikes in motor.
What Does It All Imply?
If 2023 was about speedy inflation, 2024 was about recalibration—stabilisation in dwelling insurance coverage, aggressive realignments in motor, and strategic model actions shaping the longer term.
Extra importantly, this yr’s occasions spotlight a transparent actuality: understanding the market isn’t nearly monitoring costs—it’s about understanding what’s actually driving the shifts beneath the floor.
For these within the know, one factor is bound: if you wish to perceive what’s occurring subsequent, you want the precise insights.
And that’s the place Shopper Intelligence is available in.
(We’ll go away the suggestions for our purchasers. But when that you must know the best way to navigate 2025, you recognize who to ask.)
