Leading Brands in GB's Insurance Category: Q4 2024 Insights

In the competitive landscape of the UK’s insurance sector, a few brands stand out due to their significant digital presence and audience engagement. This article examines the performance and trends of three key players: Hastings Insurance Services Limited, Admiral Insurance, and Confused.com, from Q3 to Q4 2024. Sensor Tower’s comprehensive data provides a detailed overview of these brands’ cross-platform user behavior, leveraging insights from Web Insights, App Performance Insights, and Pathmatics.

Hastings Insurance Services Limited

Hastings Insurance Services Limited maintains a robust digital presence through its website, hastingsdirect.com, and the Hastings Direct Insurance app.

• Audience Trends: From Q3 to Q4 2024, monthly website visits showed variability, starting above 4M and dipping to nearly 3M by December, before rebounding slightly. Monthly unique visits remained above 300K. The monthly deduplicated audience saw a decline, stabilizing around 900K by the end of the year.

• App Engagement: Monthly active users on the app remained stable, fluctuating around 190K.

• Ad Spend & Channels: Monthly ad spend peaked in December at nearly $100K, with impressions reaching over 10M, driven mainly by YouTube.

Admiral Insurance

Admiral Insurance capitalizes on both its website, admiral.com, and the Admiral Insurance app.

• Audience Trends: Monthly website visits saw a notable decrease, starting from over 10M in Q3 and dropping to around 8.5M in December. Monthly unique visits also declined, with engagement per visitor increasing.

• App Engagement: The app maintained a consistent monthly active user base, with active users hovering around 340K throughout the quarter.

• Ad Spend & Channels: Monthly advertising investments varied, peaking in September with over $50K in spend and impressions exceeding 4M, predominantly through YouTube.

Confused.com

Confused.com operates its website, confused.com, and the Confused.com Compare Insurance app.

• Audience Trends: Monthly website visits remained strong, averaging around 6M in Q4, with monthly unique visits showing a similar trend. The monthly deduplicated audience was stable, nearing 650K by December.

• App Engagement: The app saw gradual growth in monthly active users, reaching nearly 60K by the year’s end.

• Ad Spend & Channels: Confused.com significantly increased monthly ad spend in December to over $400K, achieving impressions of over 45M, with Facebook and YouTube as primary channels.

Conclusion

The insurance sector in the UK remains dynamic, with brands like Hastings Insurance Services Limited, Admiral Insurance, and Confused.com leading through strategic digital engagement. Sensor Tower’s unparalleled insights into cross-platform user behavior and advertising trends provide invaluable data for understanding and navigating this competitive landscape. For more in-depth analysis, explore our Web Insights, App Performance Insights, and Pathmatics offerings.