Top Insurance Websites in the United Kingdom

Name: Top websites in United Kingdom (Insurance)
Creator: Semrush
License: https://tool3.malikdev.com/company/legal/terms-of-service/

Based on data from the Semrush Traffic Analytics tool, this page reveals the most visited websites. We will be updating this list on a monthly basis, so you can keep track of all the market shifts and spot changes in user interest.

Most Visited Insurance Websites in the United Kingdom, Updated February 2026

February 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

comparethemarket.com

10.82M

22.17%2.4M

77.83%8.42M

↓1.77%

↑24.1%

Direct

moneysupermarket.com

8.34M

26.36%2.2M

73.64%6.14M

↓2.34%

↑17.01%

Direct

admiral.com

5.58M

23.09%1.29M

76.91%4.29M

↑0.57%

↑42.33%

Direct

confused.com

4.78M

27.2%1.3M

72.8%3.48M

↓9.6%

↑10.88%

Direct

aviva.co.uk

4.74M

31.06%1.47M

68.94%3.26M

↑2.42%

↑30.51%

Direct

gocompare.com

4.63M

23.76%1.1M

76.24%3.53M

↑3.6%

↑11.48%

Direct

hastingsdirect.com

3.07M

15.27%468.45K

84.73%2.6M

↓0.65%

↑66.03%

Direct

1stcentralinsurance.com

2.14M

11.09%236.77K

88.91%1.9M

↑1.29%

↑55.14%

Direct

mib.org.uk

1.72M

10.03%172.55K

89.97%1.55M

↑3.32%

↑60.45%

Direct

vitality.co.uk

1.57M

21.94%344.21K

78.06%1.22M

↑17.12%

↑20.82%

Direct

domesticandgeneral.com

1.5M

12.52%187.57K

87.48%1.31M

↓18.01%

↑41.02%

Direct

legalandgeneral.com

1.49M

21.88%326.58K

78.12%1.17M

↓3.93%

↑43.17%

Direct

axahealth.co.uk

1.09M

28.63%313.28K

71.37%781.11K

↓6.77%

↑57.26%

Direct

esure.com

1.08M

11.53%124.59K

88.47%955.56K

↓3.63%

↑32.35%

Direct

insure-systems.co.uk

1.05M

14.9%156.65K

85.1%894.87K

↓5.89%

↑23.83%

Direct

royallondon.com

1.04M

34.38%357.57K

65.62%682.61K

↓5.46%

↑24.54%

Direct

acorninsure.co.uk

992.05K

9.01%89.35K

90.99%902.7K

↑10.87%

↑127.42%

Direct

simplybusiness.co.uk

980.49K

18.4%180.4K

81.6%800.09K

↓12.74%

↑18.75%

Direct

premiumcredit.com

980.41K

7.9%77.46K

92.1%902.95K

↓9.33%

↑151.61%

Direct

directline.com

919.62K

25.68%236.2K

74.32%683.42K

↑16.09%

↑18%

Direct

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Key Insights on Top Insurance Websites in the United Kingdom on February 2026

As of February 2026, comparethemarket.com leads Insurance in the United Kingdom with 10.82M monthly visits. Its audience skews mobile-first (22.17% desktop / 22.17% mobile), and traffic is down month over month -1.77% and up year over year 24.1%. moneysupermarket.com holds second with 8.34M visits and a mobile-leaning mix (26.36% desktop / 73.64% mobile), while admiral.com ranks third with 5.58M visits.

Across the leaders, carpenters-law.co.uk is the most mobile-first (95.1% of visits), whereas standardlife.com is the most desktop-reliant (45.68%). Momentum favors smartmoneypeople.com in the latest month (96.82%), while assurant.co.uk shows the steepest pullback.

Acquisition patterns also differ: comparethemarket.com is driven primarily by search, comparethemarket.com by direct, and comparethemarket.com by referral; overall, 99 of the top 100 sites are direct-led, 0 are search-led, and 1 lean on social.

These insights come from the Traffic & Market Toolkit, enriched with extensive clickstream data.

Our AI algorithms analyze petabytes of information from a blend of proprietary and external data pools, reflecting the online activities of over 200 million anonymized users.

For more detailed information on our data-gathering and analysis process, please visit our information page here.

Top Insurance Websites in the United Kingdom