Provider apps emerge as a growing channel for personal lines insurance

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GlobalData surveying indicates that purchasing insurance through provider apps is becoming an increasingly established channel across multiple personal lines products, reflecting broader consumer comfort with digital self-service and mobile-first financial management. As insurers and intermediaries expand app-based capabilities, digital servicing is emerging as an important component of customer acquisition, engagement, and retention strategies.

GlobalData’s 2021–25 UK Insurance Consumer Survey shows a steady increase in app-based insurance purchasing between 2021 and 2025 across several product categories. Motor insurance app purchases rose from 2.3% in 2021 to 6.1% in 2025, while household insurance increased from 1.5% to 4% over the same period.

Travel insurance purchases via apps climbed from 3.7% to 7.2%, and pet insurance shows particular strong adoption, with dog insurance rising from 8.9% to 15.1% and cat insurance from 6.9% to 15.1%. These trends suggest that while overall penetration remains modest in some lines, consumer willingness to transact insurance digitally is strengthening.

Percentage of respondents purchasing insurance through the provider's app

Meanwhile, Go.Compare has launched a new renewal-focused insurance app designed to simplify policy administration and reduce renewal friction for consumers. The app aims to centralise policy management, renewal reminders, and switching support; addressing longstanding customer frustrations around insurance administration, while strengthening engagement between comparison platforms, insurers, and policyholders.

For insurers and intermediaries, increasing app-based purchasing behaviour highlights the growing importance of digital servicing ecosystems, alongside traditional distribution channels. Apps can support customer retention through proactive renewal management, simplify policy adjustments, and improve visibility of coverage needs across product lines. However, relatively low penetration in some segments suggests that digital tools currently complement, rather than replace traditional distribution, reinforcing the need for integrated multichannel strategies.

"Provider apps emerge as a growing channel for personal lines insurance" was originally created and published by Life Insurance International, a GlobalData owned brand.

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