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"Price-driven competition is no longer sustainable in general insurance. As margins tighten and regulation evolves, a fundamental shift in positioning and distribution is underway."
Katie Owens-Davies, Financial Services Analyst
General insurance ownership has remained stable at 91%, but this apparent resilience masks growing strain. The rising cost of living has forced 40% of policyholders to reduce their insurance spend over the last year. As a result, many people are left underinsured, sacrificing the level of protection they need for the price they can afford.
When seeking savings, loyalty has proved thin. Consumers are more likely to turn to price comparison websites (PCW) than to their existing provider when faced with a price hike at renewal. This behaviour points to a lack of trust that the industry has yet to resolve. Despite ongoing efforts, a disconnect remains between providers’ intentions and consumers’ lived experiences. With margins tightening and claims inflation set to push premiums higher, switching is likely to accelerate unless this trust can be rebuilt.
Competing on price alone is becoming harder and less sustainable, particularly as search behaviour shifts towards AI‑driven discovery, and PCW influence begins to fade. The stronger long-term opportunity lies in repositioning insurance around protection, care and relationships. With 49% preferring to hold their policies with a single provider, it is clear consumers are willing to make this change.
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