What Is the Most Popular Car Insurance in the UK?

Finding the UK’s “most popular” car insurance isn’t as simple as naming a single brand. Popularity can mean market share, number of policies in force, brand recognition, or customer satisfaction. In this in-depth guide, the team at My Favourite Voucher Codes pulls together the latest figures and insights from the Association of British Insurers (ABI), the Financial Conduct Authority (FCA), and the Financial Ombudsman Service (FOS)—plus brand-recognition sources such as YouGov. We also account for major market changes in 2025, including Aviva’s acquisition of Direct Line Group, to show which companies now dominate Britain’s roads.

Use this report to benchmark the big names, understand what “popular” really means, and—most importantly—work out which insurer is right for you. We’ll also show you how to compare quotes from 120+ insurers and potentially save up to £518 on your premium.

Compare 130+ Insurers to Find Your Best Deal

Before diving into the data, check your own price in minutes. Our independent comparison tool searches quotes from up to 130 FCA-authorised UK insurers and brokers. In our recent internal analysis of completed quotes, many UK drivers found savings of up to £518 compared with their renewal. Results vary by driver profile, but it’s the fastest way to see who’s competitive for you.

Launch your quote now:

All providers shown are authorised—check any firm on the FCA Register. Quotes are subject to underwriting and eligibility.

What Does “Most Popular” Mean in Car Insurance?

There are several ways to define popularity. In this article we triangulate multiple indicators to avoid a one-metric answer:

• Market share (gross written premiums, or GWP): who writes the most motor premium in the UK.
• Policies in force: who actually has the biggest active customer base.
• Brand recognition and consideration: which names UK consumers recognise and are most likely to choose.
• Customer experience: complaint levels and satisfaction (e.g., FOS complaint outcomes, Which? customer ratings).
• Distribution strength: visibility on price comparison sites (PCWs) vs. direct-only models, which affects reach.

Why not just use “cheapest”? Because UK pricing is highly personalised. The insurer that’s cheapest for one profile can be mid-pack for another. Judging “most popular” only by price risks misleading readers, so we combine market size, brand power and customer outcomes.

2025 Market Context: Prices, Claims and Big M&A

To understand the current pecking order, consider three 2024–2025 shifts:

1. Premiums and claims costs: ABI figures show UK motor claims hit a record £11.7bn in 2024, reflecting higher repair and theft costs. In Q2 2025, the ABI’s premium tracker reported an average premium of £562, down from £622 in Q2 2024 but still elevated by historical standards. These cost dynamics influence market shares, pricing strategies and consumer switching.
2. Consumer Duty & pricing reforms: The FCA’s ongoing scrutiny (including General Insurance Value Measures reporting) focuses on fair value and outcomes, with the regulator highlighting factors behind price rises and evaluating the impact of pricing remedies.
3. Consolidation: On 1 July 2025, Aviva completed its acquisition of Direct Line Group, creating a combined player with over 20% share of UK home and motor insurance by some estimates. Separately, Belgian insurer Ageas agreed to acquire esure (pending completion at the time of writing), underlining the sector’s consolidation trend.

Sources: ABI record claims 2024; ABI average premium Q2 2025; FCA Value Measures; FCA Retail Insurance Roadmap 2025; Reuters on Aviva–DLG; Aviva completion announcement; FT on Ageas–esure.

Top UK Car Insurers at a Glance (Post-Merger Landscape)

The table below summarises leading UK motor insurers and retail brands as the market stands in late 2025. We focus on group level (who owns which brand), core retail brands visible to consumers, and 2025 context (mergers, positioning). Exact market shares vary by source and period, but the ordering reflects recent public filings and market commentary.

Ordering reflects the combined impact of group scale, public filings, brand reach and 2025 transactions. Exact market-share percentages depend on period and dataset.

Most Recognised & Considered Brands

Brand “popularity” is also about who drivers know and would choose. Public awareness and consideration scores from YouGov BrandIndex consistently feature the biggest retail names—Aviva, Direct Line, LV=, Admiral, and AXA—near the top for recognition. That visibility is reinforced by ad spend, sponsorships and, crucially, distribution strategy (e.g., direct only vs. ubiquitous on price comparison websites).

Distribution matters: brands that don’t list on PCWs (e.g., Direct Line historically) can still be extremely “popular” by customer base or satisfaction, but their quote volumes may differ from PCW-heavy rivals like Admiral or Hastings. Our advice: use recognition as a signal, not the decision. Always compare your own quote set.

Customer Experience: Complaints, Claim Speed & Value

Consumer outcomes are a vital dimension of popularity. In 2024/25, the Financial Ombudsman Service reported the highest annual complaint volumes in six years across all financial products. While motor insurance isn’t the top source of FOS cases (motor finance saw more activity due to commission issues), the FOS still publishes data that helps you gauge outcomes by brand over time. Large groups naturally receive higher absolute numbers due to scale, so look at normalised rates (complaints per 1,000 policies) when available.

Independent testing also shines a light on claim speed and service. Recent Which? analysis found that LV= and NFU Mutual earned five stars for claims speed, while several brands received only two stars, signalling variable experiences across the market. Always check how a policy performs after you’ve bought it—not just the price on the day.

The FCA’s Value Measures programme publishes data (e.g., claims acceptance rates, average payouts) designed to ensure fair value. The FCA also set out a 2025 Retail Insurance Roadmap quantifying external cost drivers (e.g., a 43% rise in repair labour costs, 79% rise in vehicle theft costs), which helps explain why premiums rose sharply in 2023–2024 before easing in 2025.

So… Which Insurer Is the Most Popular in 2025?

On a market size basis, 2025’s biggest story is the Aviva–Direct Line Group combination. With completion on 1 July 2025, the combined entity is widely described as the UK’s largest home and motor insurer, with 20%+ combined share across those lines. On a customer volume basis, Admiral continues to report very large UK motor books with strong new business and renewals. In terms of brand recognition, Aviva, Direct Line, LV=, Admiral and AXA remain the most recognised consumer names. And if you rank by customer experience indicators such as claims speed, LV= and NFU Mutual often lead recent independent comparisons.

Our bottom line: There isn’t a single, permanent winner of “most popular”. If you define it by scale, the Aviva–DLG combination currently edges it. If you define it by recognition or consideration, Aviva, Direct Line, LV=, Admiral and AXA dominate. If you prioritise experience, LV= and NFU Mutual are perennial standouts in claims handling research. For your wallet, run a fresh quote set—the cheapest for your profile may be a different brand entirely.

How to Choose the Right Insurer (Not Just the Popular One)

• Get multiple quotes: prices vary wildly by age, postcode, mileage and car. Compare widely via our widget (120+ insurers) and at least one other PCW for coverage breadth.
• Check the cover, not just the price: look for courtesy car, windscreens, personal belongings, legal cover and protected no-claims. Cheaper isn’t cheaper if you pay it back in extras.
• Consider telematics: black-box or app-based policies can help cautious or low-mileage drivers—especially under-25s—cut costs.
• Review complaints & claims data: scan the FOS insight pages, and Where possible, look for normalised complaint rates or independent claims-speed ratings.
• Time your switch: prices can improve about 3–4 weeks before renewal. Don’t leave it to the last day.
• Stack your savings: pair a keen quote with My Favourite Voucher Codes offers, loyalty points and cashback where eligible.

Methodology

We synthesised data and public commentary from regulators, industry bodies and trusted media. For market share and scale, we used a combination of: (a) Reuters and company disclosures for the Aviva–DLG transaction, (b) ABI claims and premium trackers to benchmark market size, and (c) selected investor updates for customer counts and turnover. For brand recognition, we used YouGov BrandIndex (popularity pages). For customer outcomes, we referenced FOS complaints insight and Which? survey-based research on claims experience.

Where precise market-share percentages are not publicly available without a paid licence (e.g., proprietary industry datasets), we avoid quoting point estimates and instead cite authoritative directional statements (e.g., “largest”, “20%+ combined share”) from regulators, company statements or major news outlets. All links below were live at publication.

FAQs

Is the most popular insurer also the cheapest?

Not necessarily. Large groups often include more features and service infrastructure—valuable for many drivers—but a smaller or digital-first insurer may be cheapest for your profile. Always compare.

What changed in 2025 that affects popularity?

The Aviva–Direct Line Group merger reshaped the league table; ABI data shows claims costs remain high (though easing), and the FCA’s Consumer Duty and value-measures reporting continue to push for fair value.

Which brands top customer satisfaction?

It depends on the measure, but Which? research in 2025 highlighted LV= and NFU Mutual for strong claims speed. Check the latest reviews and regulator data before buying.

Do telematics policies help?

Yes—for careful or low-mileage drivers, telematics can materially cut premiums, particularly for younger motorists. Just check driving-score rules and any curfews/excesses.

How much can I realistically save?

It varies. Our internal analysis of recent quotes run via our widget shows potential savings of up to £518 for some drivers. Your outcome depends on your risk profile and the timing of your search.

Conclusion

If you define “most popular” by scale, then 2025 belongs to Aviva + Direct Line Group post-merger. If you prefer brand recognition, Aviva, Direct Line, LV=, Admiral and AXA remain the names most UK drivers know. And if you prioritise experience, LV= and NFU Mutual are consistent standouts in independent claims research. None of that guarantees the best price for you—so run a quote set, compare the cover details, and stack any eligible vouchers or cashback.

Every month, My Favourite Voucher Codes donates 20% of profits to UK charities chosen by our community. When you compare and save here, you’re also helping us support great causes—thank you.

by Julian House – 7th October 2025

Julian House is a staff writer at My Favourite Voucher Codes specialising in consumer finance, insurance, and everyday money-saving strategies. He produces data-led guides that help UK motorists cut the cost of car insurance with smart comparison tactics, renewal-timing insights, and verified savings advice. Through his writing, Julian showcases My Favourite Voucher Codes’ pledge to donate 20% of profits to charity each month, highlighting how better budgeting and fair-value choices can create a positive social impact. His goal is to give readers the confidence to save money safely while supporting causes that matter.