10 
100
Brands Ranked 2025 Online Insurance Marketplace Industry Analysis
You’re reading our 2025 Online Insurance Marketplace Industry Analysis — a concise, write-up that folds the key figures from our Salience Index into a single story. For a comprehensive breakdown, you can access the free 69-page report for deeper insight (link below). We’ll keep the tone straightforward, the data concise, and the takeaways actionable.
Which insurance brands dominate organic visibility in 2025?
The organic traffic score is our proxy for capturing demand from Google. Here’s how the top of the market stacks up year-on-year.
Traffic score leaders (Sep 2025 vs Sep 2024)
| Rank | Brand | 2025 Visibility | 2024 Visibility | YoY | vs Market |
|---|---|---|---|---|---|
| 1 | MoneySavingExpert | 6,824,809 | 6,882,448 | −1% | −4% |
| 2 | Comparethemarket | 3,934,192 | 4,590,142 | −14% | −17% |
| 3 | The AA | 3,929,573 | 4,164,570 | −6% | −9% |
| 4 | GoCompare | 2,553,330 | 2,307,916 | +11% | +8% |
| 5 | MoneySuperMarket | 2,353,217 | 2,923,131 | −19% | −22% |
| 6 | Aviva | 2,046,010 | 1,443,357 | +42% | +39% |
| 7 | RAC | 2,011,516 | 1,510,879 | +33% | +30% |
| 8 | Uswitch | 1,926,745 | 1,697,333 | +14% | +11% |
| 9 | Bupa | 1,826,985 | 1,407,025 | +30% | +27% |
| 10 | Admiral | 1,599,167 | 1,741,228 | −8% | −11% |
| 11 | Co-op | 1,594,167 | 1,574,382 | +1% | −2% |
| 12 | ASKMID | 606,704 | 767,402 | −21% | −24% |
| 13 | LV= | 583,288 | 582,493 | 0% | −3% |
| 14 | Legal & General | 579,215 | 488,604 | +19% | +16% |
| 15 | Confused.com | 507,563 | 594,048 | −15% | −18% |
| 16 | Saga | 424,746 | 291,671 | +46% | +43% |
| 17 | Hastings Direct | 371,220 | 315,799 | +18% | +15% |
| 18 | AXA | 356,036 | 285,701 | +25% | +22% |
| 19 | MoneyFactsCompare | 350,337 | 194,439 | +80% | +77% |
| 20 | Tesco Insurance | 295,755 | — | +100% | +97% |
| 21 | Direct Line | 279,143 | 322,801 | −14% | −17% |
| 22 | Money (Asda) | 269,555 | 254,915 | +6% | +3% |
| 23 | Staysure | 241,576 | 141,827 | +70% | +67% |
What this reveals. The aggregators still define the category, but brand-owned sites are closing the gap. Aviva’s +42% and RAC’s +33% gains show that strong brand entities can grow share even in aggregator-heavy SERPs. The +80% rise for MoneyFactsCompare and the huge re-entry from Tesco Insurance signal fresh competition at the “research helper” layer, where buyers validate choices rather than request quotes.
Why it matters: users aren’t just typing “car insurance” and converting on the first click. They graze. They compare. They validate. Brands that address the messy middle with clear guidance secure more assisted conversions and appear more frequently in future searches. With AI features summarising options at the top of results, being a cited source now compounds visibility even when clicks thin out. Winning brands create the content that powers those summaries.
Which brands are gaining or fading in brand demand?
Search interest in brand names is a clean proxy for recall. Here are the climbers and decliners in branded search.
Emerging brands (branded search)
| Brand | Monthly Searches | Interest Trend |
|---|---|---|
| Aviva | 301,000 | +7% |
| Acorn Insure | 74,000 | +13% |
| Go Skippy | 60,500 | +7% |
| Adrian Flux | 60,500 | +7% |
| Tesco Insurance | 40,500 | +49% |
| Simply Business | 33,100 | +15% |
| Allianz | 27,100 | +39% |
| GoShorty | 18,100 | +22% |
| Howden Insurance | 14,800 | +31% |
| Zego | 12,100 | +15% |
| Direct Line for Business | 2,900 | +33% |
| MoneyFactsCompare | 210 | +101% |
Receding brands (branded search)
| Brand | Monthly Searches | Interest Trend |
|---|---|---|
| Compare the Market | 1,500,000 | −13% |
| Co-op | 823,000 | −18% |
| ASKMID | 823,000 | −18% |
| GoCompare | 673,000 | −18% |
| MoneySuperMarket | 550,000 | −6% |
| MoneySavingExpert | 450,000 | −13% |
| Admiral | 368,000 | −18% |
| Quidco | 246,000 | −12% |
| Hastings Direct | 246,000 | −6% |
| Direct Line | 201,000 | −28% |
| Confused.com | 201,000 | −18% |
| Legal & General | 201,000 | −18% |
| RAC | 201,000 | −6% |
| esure | 90,500 | −13% |
| AXA | 74,000 | −12% |
| The AA | 60,500 | −13% |
| Veygo | 49,500 | −23% |
| Saga | 40,500 | −6% |
| Tempcover | 33,100 | −24% |
| NFU Mutual | 27,100 | −6% |
| John Lewis Finance | 22,200 | −41% |
| 1st Central Insurance | 22,200 | −24% |
| Ageas | 22,200 | −6% |
| Hiscox | 12,100 | −14% |
| Asda Money | 9,900 | −12% |
| Staysure | 3,600 | −13% |
| LV= | 1,600 | −38% |
| AllClear Travel | 1,600 | −10% |
| Churchill | 1,000 | −38% |
| We Are Marmalade | 590 | −46% |
What this reveals. Big aggregators continue to dominate name searches, yet several have seen declining brand demand. Meanwhile, Aviva, Allianz and Tesco Insurance are building recall alongside their visibility gains. That combination, higher recall and stronger generic coverage, is the flywheel you want.
Why it matters: When the market softens for brand searches, you can’t rely on direct navigation alone. You have to show up for problem-first queries (“learner driver cover”) and help users compare options. Do that, and branded demand follows.
What’s changing in product search behaviour?
Consumers shift language with needs. The fastest-moving product queries tell you where that demand is heading.
Emerging product searches
| Keyword | Monthly UK Searches | Interest Trend |
|---|---|---|
| travel medical insurance compare | 49,500 | +14% |
| van insurance quotation | 22,200 | +22% |
| temp insurance cover | 12,100 | +50% |
| learner insurance | 12,100 | +22% |
| temporary van insurance | 9,900 | +6% |
| temporary car insurance england | 8,100 | +22% |
| car insurance for temporary cover | 5,400 | +83% |
| weekend car insurance cover | 5,400 | +83% |
| find car insurance quotes | 5,400 | +22% |
| get auto insurance quote | 5,400 | +22% |
| compare pet insurance for dogs | 5,400 | +15% |
| compare insurance car uk | 4,400 | +176% |
| commercial car insurance | 4,400 | +13% |
| short term learner driver insurance | 1,600 | +92% |
| compare travel insurance quotes | 1,600 | +45% |
| travel insurance quote comparison | 1,600 | +45% |
| camper van insurance quotes | 880 | +53% |
| compare the market temp car insurance | 880 | +50% |
| temporary insurance quote | 720 | +105% |
| lease van insurance | 590 | +134% |
Receding product searches
| Keyword | Monthly UK Searches | Interest Trend |
|---|---|---|
| car insurance | 550,000 | −51% |
| car insurance quotes | 301,000 | −18% |
| cheap car insurance | 165,000 | −24% |
| insurance quotes | 135,000 | −12% |
| short temporary car insurance | 135,000 | −6% |
| automobile insurance comparison | 110,000 | −41% |
| learner car insurance | 40,500 | −7% |
| temp cover | 33,100 | −29% |
| multi car insurance | 33,100 | −28% |
| 1 day car insurance | 33,100 | −12% |
| cheap insurance | 22,200 | −23% |
| animal insurance comparison | 22,200 | −24% |
| compare animal insurance | 22,200 | −24% |
| driving insurance for young drivers | 18,100 | −37% |
| auto insurance for classic vehicles | 18,100 | −24% |
| vintage car insurance | 18,100 | −24% |
| insure for one day | 18,100 | −18% |
| compare homeowners insurance | 18,100 | −13% |
| affordable auto insurance quotes | 14,800 | −35% |
What this reveals. Generic “cheap” terms are softening while more specific, situational intents are growing. We observe spikes in short-term and learner-focused coverage, as well as renewed interest in travel medical comparisons. That suggests a buyer who values immediacy and clarity over blanket deals. They want the right thing for their situation, and they want to compare it fast.
Why it matters: answer the exact scenario, not just the category. Build clear paths for short-term and learner use cases, and provide travel buyers with side-by-side comparisons that clearly highlight exclusions. Content that nails that context is more likely to be cited by AI features and chosen by impatient users.
Where are the keyword battlegrounds in 2025?
Some terms will always be heavyweight. Others are low-competition gateways you can own.
High-competition keywords
| Query | Monthly UK Searches | Competitiveness |
|---|---|---|
| car insurance | 516,000 | 77 |
| car insurance quotes | 186,000 | 75 |
| temporary car insurance | 129,000 | 44 |
| compare the market car insurance | 109,000 | 61 |
| pet insurance comparison | 16,000 | 46 |
| cheap car insurance | 87,000 | 76 |
| compare car insurance | 80,000 | 78 |
| insurance quotes | 54,000 | 79 |
| compare the market travel insurance | 30,000 | 40 |
| compare the market home insurance | 20,000 | 55 |
Opportunity keywords (lower competition)
| Query | Monthly UK Searches | Competitiveness |
|---|---|---|
| modified car insurance | 3,800 | 4 |
| compare van insurance | 4,400 | 28 |
| van insurance quotes | 7,400 | 21 |
| business car insurance | 3,900 | 8 |
| new driver insurance | 7,300 | 9 |
| cheap van insurance | 8,200 | 20 |
| campervan insurance | 10,000 | 16 |
| classic car insurance | 13,000 | 34 |
| young driver insurance | 8,600 | 18 |
| learner insurance | 9,900 | 22 |
What this reveals. The brand-led SERP real estate around core car queries is fierce, but there’s real headroom in vehicle sub-niches and use-cases. Challenger brands can build market share quickly by winning in lower-competition terms and expanding. Leaders can protect the crown while capturing the overlooked long tail to offset dips in generic head terms.
Why it matters: only 0.63% of searchers click page two. If you don’t win page one for the terms that match your audience, you might as well not rank. Your options: own a handful of high-intent, low-competition terms today, then ladder up.
Which brands have the strongest digital brand awareness?
We blend branded search volume with an owned social score to gauge overall digital prominence.
Brand awareness market leaders
| Site | Brand Searches (mo) | Owned Social Score | Rank |
|---|---|---|---|
| Co-op | 823,000 | 1,366 | 1 |
| MoneySavingExpert | 450,000 | 2,058 | 2 |
| Aviva | 301,000 | 2,038 | 3 |
| Comparethemarket | 1,500,000 | 123 | 4 |
| Quidco | 246,000 | 406 | 5 |
| John Lewis Finance | 22,200 | 4,493 | 6 |
| Uswitch | 301,000 | 223 | 7 |
| MoneySuperMarket | 550,000 | 86 | 8 |
| Admiral | 368,000 | 126 | 9 |
| GoCompare | 673,000 | 67 | 10 |
What this reveals. Social reach doesn’t always track with branded search at the same rate. Comparethemarket owns name searches but has modest owned social; John Lewis Finance is the reverse. That mismatch is an opportunity: you can build mindshare even if you’re not the most searched-for name yet.
Why it matters: Blending brand and social makes you more resilient to SERP changes. It also feeds entity understanding. The more your brand shows up in trusted places, the more often you’re considered for AI-assisted answers.
How “visibility vs authority” explains outperformance
Plotting traffic scores against authority reveals four useful quadrants: the pinnacles (high visibility and high authority), the overachievers (high visibility and low authority), the underperformers (low visibility and high authority), and the strugglers (low visibility and low authority).
Examples from the index. MoneySavingExpert, Comparethemarket and The AA sit where you’d expect — strong authority and strong visibility. Aviva and Saga demonstrate momentum that outpaces their authority growth, indicating content/UX gains, as well as solid EEAT.
Meanwhile, Direct Line experiences a visibility dip despite its brand heft, indicating potential on-site or content gaps. The lesson holds: if authority is established in the short term, visibility initially improves through better content architecture, technical quality, and satisfying user journeys.
Strategy signal. If you’re an overachiever, invest in digital PR to firm up authority before the next core update if you’re an under-performer, audit templates, entities and internal links. Either way, keep your content human-centred; that’s what earns links and reduces pogo-sticking.
Trust has become the tie-breaker
Insurance is a classic YMYL category.
Trust signals decide who wins the click and the comparison. Build transparent policy pages, display third-party reviews, cite relevant regulators, and clearly indicate customer support routes. Those cues help users choose and help search systems understand that you’re safe to recommend.
Quick checklist. Make reviews visible (e.g., Trustpilot/Feefo), display credentials, explain claim processes, and disclose fair-use fees. Align your copy with how customers actually decide — not internal jargon.
Spotlight:
We like practical examples. Our Mortgage Key work demonstrates how compounding gains emerge from human-first journeys — from brand creation through to CRO and intent-driven content. If you’re growing a lead-gen brand in a comparison-heavy space, the same principles apply: simplify decisions, answer the fundamental questions, and make contact the obvious next step.
So, what should insurance brands take away in 2025?
- Own the specifics. Short-term, learner, and travel medical queries are on the rise. Develop content and product flows tailored to these contexts.
- Blend brand + generic. Pair category leadership with recall building. That’s the Aviva/RAC playbook in this data set.
- Protect the head, grow the long tail. Keep an eye on core car terms while stacking wins on sub-niches to offset softness in “cheap” queries.
- Design for speed and clarity. Faster templates + clearer comparisons = lower bounce and better eligibility for AI-assisted answers.
- Invest in authority the right way. Relevance-first digital PR beats volume-led link blasts. Build signals real people value.
Useful links
- Get the free 69-page report for deeper insight — download it here.
- Learn more about our SEO service — see how a human-first approach grows durable visibility.
- See our Mortgage Key case study — a practical example of lead-gen growth in a comparison-led market.
