With fierce competition in direct home insurance, analyst Defaqto looks at what one of these companies - esure - is doing to compete in the market. It also compares products for single trip travel cover

Esure's new home insurance policy <
One of the most prevelant insurance advertisers at present is Halifax's esure. Although its current television advertising starring Michael Winner concentrates on its motor insurance product, esure also has a home insurance offering. This is being updated with effect from the end of March. Defaqto has analysed the buildings and contents sections of this revamped policy, against a selection of broker and direct products.

What esure buildings cover offers
Looking at the buildings policy, esure doesn't particularly stand out in the market - its cover is one of a large number of policies offering broadly similar levels of cover.

Key features of the policy include:

  • Standard sum insured product, with specified perils covered, and AD option

  • Maximum sum insured of £500,000 with automatic index-linking

  • Cover for damage to burst pipes, as well as the flood damage resulting

  • Alternative accommodation covered up to 15% of the buildings sum insured.

    Drawbacks include:

  • No cover for the costs of tracing and accessing leaks

  • No cover for damage to gardens caused by the emergency services

  • Unoccupancy period of 30 days - some insurers give up to 60 days as standard

  • No NCD available on the buildings section.


  • These charts use Defaqto Ltd's unique Data Numerical Analysis (DNA) scoring system

  • DNA illustrates the relative positioning of a product based on selected criteria

  • The criteria used in this chart are a representative sample only and may not be relevant in all cases

  • Other criteria are available and may give different results

  • When used to match products to a client's circumstances, DNA can show how closely a product matches those requirements.

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    pg 16 .

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