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Which brands are growing in the home insurance market?

Deflation in the home insurance market has meant less intense competition between brands, and less movement in the market.  

 

Our latest momentum figures show a market share gain of +0.21% was enough to earn a home insurance brand a top 10 place in our growth charts, less than half the rate needed be a top 10 grower in the motor market.  

 

The big players are still the big players, in terms of overall market share.  

 

Top 10 brands for overall market share  

 

 

Brand 

Oct 20 – Mar 21 

1 

Aviva 

7.1% 

2 

Direct Line 

6.0% 

3 

LV 

5.8% 

4 

Admiral 

5.7% 

5 

Churchill 

4.7% 

6 

Halifax  

4.7% 

7 

Saga 

4.2% 

8 

AXA 

4.0% 

9 

Nationwide 

3.2% 

10 

Policy Expert 

3.1% 

 

Aviva remains the biggest brand, but even with QuoteMeHappy added on (position 21 and with a 1.3% market share) it can’t catch ‘real’ market leaders Direct Line Group. Its flagship Direct Line brand is in second place on the charts and with Churchill and Privilege it stands head and shoulders above with a 12.4% market share.  

 

But when it comes to market share increase, it’s a much more mixed bag.  

 

Top 10 brands for momentum (market share increase) 

 

 

Brand 

Oct 20 – Mar 21 

1 

Halifax 

0.96% 

2 

Admiral 

0.75% 

3 

Sainsbury’s Bank 

0.72% 

4 

Policy Expert 

0.56% 

5 

Churchill 

0.40% 

6 

Direct Line 

0.33% 

7 

Nationwide 

0.27% 

8 

British Gas 

0.27% 

9 

AXA 

0.24% 

10 

Post Office 

0.21% 

 

The smaller brands we saw pushing their way through in the last six months are clearly making a home for themselves in home. At the very top of the momentum chart is Halifax, recording a 0.96% increase in market share for the period. Admiral’s home push continued with 0.75% growth followed by Sainsbury’s Bank with 0.72%.   

 

When it comes to the measure of by how much a brand has grown its own book, British Gas actually comes out on top – having grown its customer base by an impressive 41.5%.  

 

Top 10 brands for growth 

 

 

Brands 

Oct 20 – Mar 21 

1 

British Gas 

41.5% 

2 

Sainsburys 

32.8% 

3 

Post Office 

27.7% 

4 

Halifax 

25.5% 

5 

Policy Expert 

21.6% 

6 

Admiral 

15.1% 

7 

Privilege 

11.7% 

8 

RIAS 

11.7% 

9 

Hastings Direct 

10.7% 

10 

Churchill 

9.2% 

 

The Post Office is another strong brand name trading on authority and loyalty, and coming in at number 3 behind Sainsburys.  

 

Other brands to watch are Admiral, Churchill, Halifax and Policy Expert – who all have top ten hints in each one of these charts, combining formidable market share, forward momentum, AND strong growth.  

 


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Enhance decision making, performance monitoring and planning by understanding consumer behaviours, attitudes and intentions at insurance renewal.

 

Insurance Behaviour Tracker (IBT) is the most comprehensive insurance focused consumer survey in the market. It provides insight and understanding of consumer behaviour throughout the renewal process, giving you a view of market trends, and brand performance. This will enable you to make informed decisions to allow you to build robust marketing and business plans and track results.

 

Learn more


 

 

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