Revealing the top home insurance brands in the UK

AXA has established itself as one of the top 5 home insurance brands, according to the latest market share data from Consumer Intelligence.
Consumer Intelligence surveys 24,000 consumers annually to gather insights on insurance renewals, including which providers customers are switching to and from.
Aviva maintained its position at the top with 8.7% of all home insurance customers opting for an Aviva policy between April and November 2022, widening its lead over LV= and Direct Line by 0.9%.
### Market Share Apr-22 Nov-22
- Aviva: 8.7%
- LV=: 7.3%
- Direct Line: 6.2%
- Admiral: 6.1%
- AXA: 4.5%
### Market share gains Apr-22 to Nov-22
- Aviva: 0.9%
- Policy Expert: 0.9%
- Admiral: 0.6%
- LV=: 0.6%
- Hastings: 0.5%
Policy Expert, which introduced Bronze, Silver, and Gold product tiers in April, experienced significant growth by increasing its customer count by 30.5% and capturing 0.9% of the total policies in force. The brand's high customer retention rate of 87% played a key role in its success.
### Top brands for retention Apr-22 to Nov-22
- Policy Expert: 86.7%
- NFU Mutual: 84.7%
- Nationwide: 75.1%
- Natwest: 75.0%
- Sainsburys: 74.7%
These figures, the first to analyze market share changes post dual pricing ban, reveal shifts in strategy among multi-brand groups. Sheilas' Wheels emerged as a more competitively priced option for home insurance compared to Esure, experiencing a 40% increase in customer base.
Shopping around rates remained steady at 72%, with 47% of shoppers switching providers. With a variety of product tiers and challenger brands entering the market, competition remains fierce.
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