Data from Consumer Intelligence’s latest home insurance price index shows that home insurance premiums fell by 2.2% in Q3 and are down by 4.9% in the 12 months to the end of September 2026. The index takes an average of the five lowest quotes from price comparison websites.

The average price in September was £241. London remains the most expensive region with an average premium of £354, while Scotland is second with a premium of £256. The cheapest region is the North West with an average premium of £205.

On an annualised basis, Wales and London have recorded the biggest falls (both 7.2%) while the South West had the smallest reduction in prices (2%).

Laura Vas, senior insight analyst at Consumer Intelligence, said: “Since our last release, two new entrants, ASDA and IKEA, stand out as directionally important. Both operate as appointed representatives for brands that were already quoting in the market, giving those insurers a route to consumers outside price comparison websites while still appearing on them.

“We may see this model adopted more widely, particularly by providers that lack the brand recognition to compete with the established household names in insurance. Taken together with new product launches and the reshuffling of channel-specific discounts we observed across providers in September, it is a clear signal that insurers need a deliberate strategy for writing new business in the home market.”