Pre-populated vehicle values are fast becoming the norm in the UK motor insurance journey. And on the surface, consumers love them.
Our latest research shows that 65% of consumers actively prefer comparison sites to pre-fill their car’s value, giving them something to sense-check rather than starting from a blank box. Convenience clearly matters, but it comes with conditions.
More than half of consumers (56%) recall being shown a pre-filled vehicle value when getting a quote. Of those, 84% ultimately accept the figure.
But this isn’t a passive experience.
Nearly four in five of those who accept the value first stop to check it, applying a clear “trust but verify” mindset before moving on. And 14% actively change the value they’re shown.
The message here is simple. Automation is welcome, but trust has to be earned.
When consumers intervene, it’s rarely random. The dominant reason is a belief that the value is wrong.
A large part of this behaviour is rooted in how consumers think insurance works.
While 72% correctly understand that vehicle value affects premium, 21% believe that entering a higher value gives them better cover.
It doesn’t, but that misconception is powerful.
It encourages consumers to inflate values, creating a gap between:
That gap is where dissatisfaction and disputes are born.
Despite depreciation being complex, 60% of consumers say they’re confident their vehicle value is accurate.
That confidence often comes from a flawed shortcut. When insuring a car for the first time:
Purchase price feels concrete and defensible, but it rarely reflects true market value at the point of loss. This creates a persistent expectation mismatch that only surfaces when a claim is made.
The verdict from consumers is clear. Pre-fill the value, but let me challenge it.
For insurers, the opportunity isn’t just better data. It’s better explanation.
Showing why a value has been generated, referencing market data, comparable vehicles or valuation logic, can:
Pre-population is no longer optional. But trust is conditional.