Digital transformation consultancy Remarkable has released its Digital Maturity Report: Top 20 UK Insurance Firms 2026, benchmarking twenty of the UK’s leading insurers across ten digital metrics. The study finds a 34.7 percentage-point gap between the strongest and weakest digital performers, and not one insurer scoring above the mid-70s overall.
The report assessed each insurer on dimensions ranging from strategy, search and content quality to customer satisfaction, personalisation and AI visibility. Every score is drawn from independent third-party sources, including Semrush, Trustpilot, Defaqto, the App Store, Google PageSpeed and CRFT Lookup.
The result is a sector with plenty of digital activity but uneven results. Customer experience is highly inconsistent, even among the biggest brands, and digital maturity doesn’t map to size.
1. Insurers are paying for visibility, not value
Several insurers are paying more than £60 per click for paid search. Yet the report found that visibility consistently outperforms value: insurers are spending to be found, but the journeys customers land on often fall short of modern expectations. At those prices, every click that doesn’t convert is budget lost.
2. AI visibility is becoming a competitive divider
As customers increasingly turn to AI assistants to research and compare cover, being cited in AI-generated answers matters as much as ranking in search. Only one insurer in the study scores above 80 on AI visibility. For the rest, a new channel is opening up and competitors are already occupying it.
3. Conversion journeys lag behind
Conversion journeys remain a weak point across the sector. Combined with inconsistent personalisation, this means many insurers attract high-intent visitors at a premium and then lose them before they buy.
Paul, Co-owner of Remarkable, said: “Insurance is a sector where the cost of attention is high and rising. When you’re paying over £60 a click, the journey behind that click has to work. What we found is that visibility is running well ahead of value. The insurers that will win the next few years are those that connect search, content, AI visibility and conversion into one system, rather than funding each channel in isolation.”
Download the report: the full Digital Maturity in the UK Insurance Industry report profiles the top five performers and maps the specific gaps for every insurer in the study. Download it free from Remarkable.