More than half of UK motor and home insurance customers used a comparison site to evaluate providers in 2025, on GlobalData’s UK Insurance Aggregators analysis published in June 2026. More than half of the customers who switched did so through one.
How much UK motor and home insurance shopping runs through comparison?
Of the motor and home customers who changed provider, GlobalData found that over half switched through a comparison site.
Almost two thirds of consumers chose their comparison site because they had used it before for other products. The journey your readers already know is often the one they return to for other cover.
What does Direct Line’s move tell you about price comparison?
Direct Line built its identity on selling direct, and it has followed motor buyers onto comparison sites. In December 2024 it launched three branded motor products designed for sale on a price comparison site. Announcing the move, Direct Line Group said 90% of new motor insurance policies are purchased through price comparison sites. That figure counts new business and leaves renewals out.
Aviva completed its acquisition of Direct Line Group in July 2025. Aviva’s half-year results on 14 August 2026 reported 7% growth in Direct Line Group motor policies sold through price comparison websites. Chief executive Amanda Blanc counted price comparison sales among the gains: “We have quickly improved DLG’s profitability, grown PCW sales and maintained excellent levels of customer service.”
The affiliate and white label routes below connect your readers to price comparison.
Which insurance comparison route fits your brand: affiliate or white label?
Three routes run onto the Seopa platform, and the two open to brands and publishers differ in how closely your brand is tied to the comparison journey.
The affiliate route is the lightest. You place a tracked link on pages your audience already reads, and it sends readers to Quotezone or CompareNI. You earn commission on the quotes and leads that convert. No integration beyond that is required.
A white label, or co-branded, journey runs the comparison in your own style and branding. Seopa hosts it, usually on a branded subdomain, and presents it in alignment with your site. A reader who moves from an article to a quote still sees the brand they came from.
The panel route is for Insurance Providers. Their products are quoted inside the journeys the platform already runs, and the join our panel page explains how that works.
There is a fuller walk-through of all three in the partnership model comparison.
The commercial case for your brand
Every affiliate placement gets its own tracking link and reporting runs in real time, so you can see which placements earn. Commission is paid monthly. A co-branded journey adds comparison to your portfolio as a revenue line, and you stay in closer contact with the customers who use it. Terms for every route are agreed with the partnerships team directly.
Where the link sits on the page affects how well it performs. A reader who arrives with a reason to buy is closer to a quote than one who arrives cold. The referral belongs next to the content that created the reason. That usually means renewal and cost explainers, seasonal content, and articles where cover is a condition of something else, such as a mortgage.
Routes can combine. A publisher can run affiliate today and move to a co-branded journey later to take on more of the customer relationship.
Why choose Seopa?
An audience is worth what the journey behind it can quote.
Seopa operates the FCA-regulated comparison platform behind Quotezone and CompareNI, alongside hundreds of partner front ends. The platform runs over 9 million quotes annually for 4 million UK customers, drawing on direct relationships with more than 300 providers across more than 60 insurance, utilities and financial products. Mail Finance, PistonHeads and TotallyMoney are among the brands that run on it.
Seopa has been on the FCA register since 2003, firm reference 313860, and has operated UK insurance comparison since 2005. Partners get the benefit of more than 20 years of platform development, provider relationship growth and operational refinement. The journeys are shaped by live UK demand and long-standing relationships across the market.
Talk to the partnerships team
If your audience buys motor or home insurance, most of them are researching it through comparison already, on a platform somebody else owns.
The affiliate route overview sets out how a referral works in practice, and the services page covers what else the platform quotes. Brands already running on it are listed on the brands page. Tell the partnerships team who your audience is and they will work through the route and the lines worth putting in front of them.
Frequently asked questions
How many UK motor and home insurance customers use comparison sites?
More than half of motor and home insurance customers used a comparison site to evaluate providers in 2025, according to GlobalData’s analysis published in June 2026. Among those who switched, more than half did so through one. Direct Line Group said in December 2024 that 90% of new motor policies are purchased through comparison sites, a figure for new business only.
Which route keeps my own branding?
The white label, or co-branded, route runs the comparison styled as your own, hosted by Seopa and usually on a branded subdomain. The affiliate route sends the customer to Quotezone or CompareNI instead, so the branding changes at the click.
Which insurance lines can a partner offer?
Car, van, bike, home, landlord, travel, pet and business cover are among more than 60 insurance, utilities and financial products on the platform. You can choose the lines that match your audience.
How are commercial terms agreed?
Terms are agreed directly with the partnerships team and vary by route and by line. On the affiliate route, commission is paid monthly on the quotes and leads that convert.