Average quoted prices for home insurance are continuing their downward trajectory, driven by heightened competition among providers, according to the latest data from the Consumer Intelligence Home Insurance Price Index¹. Insurers are increasingly adjusting their premiums across the board, signaling a more consumer-friendly market and reshaping the landscape for homeowners seeking coverage.
Over the past 12 months, quoted premiums have fallen by a notable 13.1%, with a 4.8% decline recorded in the most recent three months alone—an acceleration compared to the 3.9% drop observed in the prior quarter. This trend highlights the growing pressure on providers to offer competitive rates as consumers become more price-sensitive and comparison tools proliferate.
Currently, the most common premium range falls between £150 and £199, with 29% of all quotes landing in this bracket. Data from September 2025 reveals that 67.3% of consumers were able to source quotes below £200, up from 57.5% just a year earlier, reflecting a significant improvement in affordability.
“Over two-thirds of the most competitive providers reduced quoted premiums for combined building and contents policies in the last three months,” said Laura Vas, Senior Insight Analyst at Consumer Intelligence. “Interestingly, we also observed that buildings-only premiums experienced stronger reductions compared with contents-only policies, reversing the previous trend where contents-only coverage had seen the steepest deflation.”
Long-Term Perspective
While the recent falls are encouraging for consumers, the long-term picture shows that home insurance premiums have still risen significantly over time. Since Consumer Intelligence first began tracking data in February 2014, quoted premiums have increased by 46.7%. This context highlights that while recent competition is easing costs, premiums remain considerably higher than a decade ago.
Regional Trends in Premium Reductions
Declines in home insurance quotes have been widespread across regions, with Wales leading the charge. Over the past year, premiums in Wales dropped 16.8%, while the past three months saw a 6.8% reduction—the largest of any region.
Across the rest of the country, every region saw a decrease in premiums over both the 12-month and three-month periods, with nine out of eleven regions experiencing double-digit reductions over the past year. The North East recorded the smallest recent decline, falling 2.6% over the last three months, yet still reflecting a year-on-year drop of 12.6%.
| Region | 12-Month Change | Past 3 Months |
|---|---|---|
| Scotland | -8.9% | -3.5% |
| South West | -8.9% | -4.7% |
| London | -11.4% | -3.8% |
| North East | -12.6% | -2.6% |
| South East | -12.7% | -4.3% |
| North West | -12.8% | -4.7% |
| Eastern | -14.3% | -5.0% |
| Yorkshire & The Humber | -14.7% | -6.2% |
| West Midlands | -15.5% | -5.8% |
| East Midlands | -15.6% | -5.8% |
| Wales | -16.8% | -6.8% |
Premium Differences by Age of Policyholder
Age also plays a role in the rate reductions observed. Households with policyholders under 50 years old have seen quoted premiums fall by 13.7% over the past year, slightly higher than the 12.6% decline experienced by those over 50. In the most recent three months, under-50 households benefited from a 5.1% drop, compared to 4.6% for the over-50 group.
Impact of Property Age on Premiums
Property age has similarly influenced premium reductions. Homes built between 1895 and 1910 saw the largest decreases over the past year, falling 16.6%, closely followed by properties constructed between 1985 and 2000, which dropped 15.4%. In the last three months, the most significant reduction was again for the oldest properties, with a 6.6% fall in quoted premiums. Properties of all ages benefited from price cuts, signaling that insurers are actively seeking to remain competitive across the entire market.
Why This Data Matters
The Consumer Intelligence Home Insurance Price Index is widely regarded as the definitive benchmark for tracking price changes in the market, used by regulators, the Office for National Statistics, and insurance providers themselves. The methodology ensures consistency by calculating variations from the five cheapest premiums across major price comparison websites for common risks, giving a clear view of market trends.
Key Takeaways:
- Home insurance competition is intensifying, prompting broad-based cuts in premiums.
- Recent declines have been most pronounced in Wales and for households under 50, as well as for older properties.
- Despite recent falls, premiums remain 46.7% higher than they were in 2014, illustrating a long-term upward trajectory.
- Consumers now have greater access to affordable coverage, with two-thirds able to source quotes below £200.
As insurers continue to compete for market share, homeowners can expect competitive pricing to persist in the near term, making it an ideal time for those shopping for policies to review their options and potentially secure more cost-effective coverage.
