UK Car Insurance: Why Aggregator Quote Volumes Are Down - And What It Means For Brokers

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Aggregator (price comparison website) new-business quote volumes are down compared to last year.

Several factors are driving the change:

• Fewer people are shopping around or switching, following the FCA’s pricing reforms that mean renewal premiums must be no higher than the equivalent new business price. This has reduced the need for some customers to seek a better deal elsewhere.

• 2024 set a high bar. Last year saw exceptionally high switching levels alongside steep premium increases, so year-on-year comparisons naturally look lower.

• Prices in 2025 have been falling compared to last year’s peak, meaning the saving from switching has shrunk for many drivers. This has reduced the incentive to run a quote on an aggregator.

• Some insurers have adjusted their footprint after the cost pressures of 2024, tightening acceptance or withdrawing from certain risk types, which reduces quote availability.

• Brand movements have also influenced volume. A number of insurers are gradually re-entering or rebalancing their presence on aggregators, which means quote supply is in transition.

Why that matters for new business

With equalised pricing, there’s less of the “deal chasing” behaviour that aggregators thrive on. Smaller price gaps between a renewal and the best available market rate mean fewer people feel the need to switch, and therefore fewer quote requests are generated.

When panel availability is limited or competitiveness dips, that also reduces total volume passing through these channels.

Impact on brokers

For brokers heavily reliant on aggregator new business, the drop in quote volumes means fewer opportunities at the top of the funnel. With fewer active shoppers, acquisition costs per sold policy can rise if volumes fall faster than marketing output.

Those with broader panels, competitive footprint, or alternative acquisition channels are better placed to maintain volume. Where brokers can respond quickly with competitive rates, introduce lower-cost “essentials” style products, or add features like telematics to sharpen pricing, they can win a greater share of what is now a smaller pool of business.

Potential winners

Brokers with a balanced mix of aggregator, direct, and partner channels are better placed to maintain new-business flow.

Those that use aggregators as a “door-opener” for one policy, then successfully cross-sell additional products to the same customer, can generate much higher lifetime value from each lead.

This approach can offset higher acquisition costs per sale, especially if the second or third policy is placed off-platform, avoiding aggregator commission.

Brokers who already have effective multi-policy retention strategies, or who can bundle cover types in a way that adds value to the customer, are likely to outperform in a lower-volume aggregator environment.

Potential losers

Brokers with little or no direct-to-consumer presence, and who rely on aggregators for most of their new business, face the biggest challenge.

Those with narrow underwriting appetites or slower rate changes risk disappearing from view just as others return to the panel and re-establish their presence.

What to watch in the months ahead

The FCA has already stated that reduced “inefficient” switching is an intended outcome of its pricing rules. Any further action on claims cost drivers could influence premiums and distribution strategies again.

Major brand movements on aggregators will continue to shift panel composition.

If claims costs ease and pricing remains stable, switching incentives could stay muted, keeping aggregator volumes below the highs of 2024.

The views expressed in this article are those of Who2 Global Ltd and do not constitute professional advice. All content is for informational purposes only.