Quoted home insurance premiums fell 2.2% in the three months to September 2026, the fastest quarterly fall this year, according to the latest Consumer Intelligence Home Insurance Price Index. Premiums are down 4.9% over the past 12 months.
Home insurance prices are falling faster again. Quoted new business premiums on price comparison websites (PCWs) dropped 2.2% between June and September 2026. That compares with falls of 1.5% in Q2 and just 0.3% in Q1.
The average of the five cheapest quotes (Rank 1–5) was £241 in September 2026, down from £252 a year earlier.
In the spring, the market appeared to be levelling off. Instead, new entrants, new product launches and changes to channel-specific discounts have pushed the cheapest prices lower.
Key findings
New routes to market
“Since our last release, two new entrants, ASDA and IKEA, stand out as directionally important. Both operate as appointed representatives for brands that were already quoting in the market, giving those insurers a route to consumers outside price comparison websites while still appearing on them.
“We may see this model adopted more widely, particularly by providers that lack the brand recognition to compete with the established household names in insurance. Taken together with new product launches and the reshuffling of channel-specific discounts we observed across providers in September, it is a clear signal that insurers need a deliberate strategy for writing new business in the home market,” says Laura Vas, Senior Insight Analyst at Consumer Intelligence.
Wales leads regional falls
All eleven regions saw premiums fall over the latest quarter, with Wales recording the steepest drop (-5.1%). Over the year, Wales and London saw the largest falls (both -7.2%) and the South West the smallest (-2.0%).
“Wales shows how quickly the cheapest prices in a region can move when a single insurer changes course. MBNA cut its premiums sharply in Wales and won a bigger share of the top five quotes, while making only smaller reductions elsewhere. At the same time, More Than completed its return to price comparison websites, with Wales among its more competitive regions. For homeowners in Wales, that combination has delivered noticeably cheaper quotes in just three months,” says Laura Vas.
London remains the most expensive region, with an average Rank 1–5 premium of £354, almost £100 more than Scotland (£256) in second place. The North West is now the cheapest region at £205.
Younger homeowners gain ground
Under-50s saw premiums fall 5.3% over the year, compared with 4.5% for over-50s. As a result, the cheapest quotes are now more within reach for younger homeowners. A year ago, 40.1% of under-50s were offered a quote of £150 or less, against 42.9% of over-50s. Today the position has reversed, at 42.5% and 39.7% respectively.
Biggest savings for the oldest homes
Premiums for homes built between 1850 and 1895 fell 5.8% in the latest quarter, more than any other property age. More Than, following its return to PCWs, is now the most competitive provider for these homes, and new products from Policy Expert, IKEA and Aviva have entered the five cheapest quotes. Admiral and Hastings, which previously dominated the cheapest quotes for older properties, raised prices and lost ground.
These homes still cost the most to insure, at an average of £478. Homes built between 1970 and 2000 are the cheapest, at £205 to £206.
The long-term view
Home insurance premiums are 39.5% higher than when Consumer Intelligence began tracking them in February 2014. Prices climbed steeply after the FCA banned price walking in January 2022, reaching a peak in September 2024. They have fallen 17.4% since, but remain around 46% higher than a decade ago.
The independent authoritative source of price movements in the home insurance market, using real customer quotes from PCWs and key direct brands.