Quoted Home Insurance Premiums Continue To Fall As Market Competition Intensifies

Average quoted prices for home insurance continue to fall as competition intensifies with providers cutting premiums and new entrants joining the market, according to the latest Consumer Intelligence Home Insurance Price Index¹. 

Legal expenses, breakdown, courtesy car, personal accident and windscreen cover play a critical role in how customers experience value - and in how insurers generate margin. Our latest analysis of price comparison website (PCW) journeys and minimum add-on prices (October 2025 vs February 2025) shows just how wide the gap has become between what customers think they are buying and what they actually receive. 

Quoted premiums fell 12.1% in the past 12 months and by 1.0% in the past three months, showing milder deflation than the 4.8% recorded in the previous quarter. Across the whole market, the average Rank 1-5 new business quoted premium was £259 in December 2025 compared to £299 in December 2024. 

Premiums have most commonly been quoted between £150 and £199, with 28% of quotes falling within that range. In December 2025, 64% of consumers could source quotes for less than £200 compared with 54% a year ago. 

"In December, three out of four PCWs experienced their 2025 peak in the number of providers quoting, following the launch of new products. Throughout the year, the number of providers regularly appearing in Rank 1-5 positions increased, indicating heightened competition," said Laura Vas, Senior Insight Analyst at Consumer Intelligence. 

"During Q4 2025, while premiums for Combined policies experienced minor deflation, the Buildings-Only market saw a deeper reduction in premiums at 2.2%. In contrast, the Contents-only sector remained stable with a slight increase of 0.1%. Noteworthy additions included Churchill Essentials and Urban Jungle Basic, while insurers such as Aviva and Safeguard Bronze reduced premiums on certain PCWs," she adds. 

Long-term view 

Overall, quoted premiums have risen by 45.2% since Consumer Intelligence first started collecting data in February 2014. 

Regional Trends 

Properties in Wales have seen the most significant annual deflation at 15.8%, followed by Eastern at 13.6% and East Midlands and West Midlands both at 13.2%. In the last three months, six of the 11 regions saw deflation, most notably London and Scotland at 3.3% and 3.2% respectively. 

All regions saw annual decreases with nine out of 11 experiencing double digit drops. The North East saw the only quarterly inflation at 1.0%. Properties in London continue to have the highest average quoted Rank 1-5 premiums at £399, while the North East sees the lowest at £193. 

Age differences 

Quoted premiums for under-50s households have fallen 11.8% in the past 12 months, similar to a 12.3% drop for the over-50s. 

Over the past three months quoted premiums for the under-50s have fallen 0.7% compared with 1.4% for the over-50s. Since Consumer Intelligence started tracking quoted prices in 2014, they have increased by 53.9% for the over-50s and 38.7% for the under-50s. 

Property age 

Quoted premiums for properties of all ages have fallen annually. Homes built between 1895-1910 saw the biggest decrease at 16.2%, while older properties built pre-1895 experienced the smallest reduction at 7.6%. Post-millennium homes saw the strongest quarterly deflation at 4.7%. 

Older properties built prior to 1900 continue to attract the highest Rank 1-5 quoted premiums at £497, whereas homes built between 1940-1955 receive the lowest average quotes at £214. 

Data from the Consumer Intelligence Home Insurance Price Index is used by the Office for National Statistics, regulators, and insurance providers as the definitive benchmark of how price is changing for consumers. 

Home Insurance Price Index

The independent authoritative source of price movements in the home insurance market, using real customer quotes from PCWs and key direct brands.