Leading Insurance Brands in the UK: Q1 2025 Overview

Introduction

In the competitive landscape of the UK insurance market, brands are continually striving to capture consumer attention through digital platforms. In Q1 2025, Hastings Insurance Services Limited, Admiral Insurance, and Confused.com emerged as key players with significant online engagement across their websites and apps. Sensor Tower's comprehensive data provides valuable insights into these brands' digital performance, highlighting trends and user behavior from Q4 2024 to Q1 2025.

Hastings Insurance Services Limited

Hastings Insurance Services, accessible via hastingsdirect.com and the Hastings Direct Insurance app, demonstrated a robust digital presence.

• Audience Trends: The website experienced a steady increase in monthly visits, rising from 4.2M in October to over 5.5M in March 2025. Monthly true audience figures saw consistent growth, peaking above 1.2M in March.

• App Engagement: The app maintained strong monthly user engagement, with active users increasing from 673K in October to approximately 902K by March, indicating a preference for mobile interactions.

• Ad Spend & Channels: Hastings significantly increased its monthly ad spend in Q1 2025, with a notable focus on Facebook, which accounted for the majority of impressions, exceeding 20M in February alone.

Admiral Insurance

Admiral Insurance, through admiral.com and the Admiral Insurance app, maintained a stable digital footprint.

• Audience Trends: The website saw fluctuations, with monthly visits peaking at 9.6M in January 2025. Monthly true audience numbers also rose significantly in January, surpassing 1.1M.

• App Engagement: Monthly active users on the app increased notably from 429K in October to over 604K in January, reflecting a growing reliance on mobile platforms.

• Ad Spend & Channels: Admiral's advertising efforts peaked in January with monthly ad spend exceeding $138K, primarily through YouTube, delivering significant impressions over 11M.

Confused.com

Confused.com, available at confused.com and the Confused.com Compare Insurance app, exhibited dynamic digital engagement.

• Audience Trends: Website visits fluctuated, with March reaching over 6.3M. The monthly true audience remained stable, averaging around 650K during Q1 2025.

• App Engagement: The app saw a decrease in monthly active users, from 175K in October to 133K in March, suggesting a shift in user preference towards web platforms.

• Ad Spend & Channels: Confused.com increased its monthly ad spend significantly in Q1 2025, with February marking the highest spend at over $645K, primarily on Instagram and Facebook, achieving impressions beyond 90M.

Conclusion

The data from Sensor Tower underscores the dynamic nature of the UK insurance market, with Hastings, Admiral, and Confused.com each demonstrating unique strengths in digital engagement. Sensor Tower's unparalleled insights, including Web Insights, Pathmatics, and App Performance Insights, provide a comprehensive view of cross-platform user behavior, essential for understanding the evolving digital landscape in the insurance sector.

For more detailed insights, explore Sensor Tower's Web Insights, Pathmatics, and App Performance Insights.