The home insurance brands experiencing the most rapid growth in the UK

Aviva’s Growth in the UK Home Insurance Market

Aviva experienced significant growth in the UK home insurance market during the first half of the year. According to the latest data from Consumer Intelligence, Aviva’s market share has increased by 0.8% compared to six months ago.

The data was collected from our Insurance Behaviour Tracker, where 6,000 home insurance customers shared insights about their renewal experiences in the first half of the year.

Aviva’s online brand, QuoteMeHappy, also saw growth with a 0.5 percentage point increase in market share through PCWs. This growth trend for Aviva follows a 1.7 percentage point increase in July-December 2018.

Other top market brands such as L&G, Churchill, and Esure also saw growth in their market shares by 0.4 and 0.5 percentage points, showing an increased pace compared to the second half of 2018.

Policy Expert stood out as the only broker among the top ten growing home insurance brands, with the fastest growth relative to its market share. The company’s recent acquisition of motor specialist SureThing! indicates potential growth ambitions in the motor insurance sector.


Adam Powell, COO of Policy Expert, highlighted the company’s digital-first approach and commitment to technological innovation. With a growing customer base and plans for further expansion, Policy Expert aims to challenge industry norms and continue its growth trajectory.

Overall, the top ten fastest growing home insurance brands in the UK, including Aviva, LV=, and L&G, showed better than average retention rates. This emphasizes the importance of customer retention in addition to new business pricing strategies for sustained growth.

The Insurance Behaviour Tracker offers valuable insights into consumer behavior during the renewal process, aiding in decision-making, performance monitoring, and strategic planning for insurance companies. By understanding consumer behaviors, attitudes, and intentions, companies can adapt marketing strategies and track results effectively.

For more information on the Insurance Behaviour Tracker and how it can benefit your business, visit here.