One in four landlords switch insurers due to poor claims experience

A poor claims experience has become just as influential as price in prompting landlords to switch insurance providers, according to new research from Consumer Intelligence.

The insight partner, which works closely with insurers and brokers across the UK general insurance sector, released its findings yesterday (22 July 2025) as it launched its new Market in Full Colour benchmarking service.

The analysis found that 26% of landlords who switched insurer did so because of a negative claims experience – the same proportion as those who changed provider in pursuit of the cheapest policy.

Ian Hughes, chief executive at Consumer Intelligence, said the data highlighted a “major blind spot” for insurers focused too heavily on price.

“Focusing only on price gives you a black-and-white picture of the market, but the reality is in full colour,” he said.

“Our research proves that landlords are sophisticated buyers. They weigh the policy, the brand and their personal experiences right alongside the premium. A single bad claim can completely erase a long-term price advantage. That’s why we’re challenging the industry to look beyond the price line and see the whole picture.”

Landlords looking elsewhere

The research, which surveyed 250 SME landlords in March 2025, painted a more nuanced view of the landlord insurance sector.

Some 75% of landlords said they actively shopped around at renewal and 55% were quoted a higher price than the year before – reaffirming the market’s sensitivity to cost.

However, 53% of landlords ultimately switched providers, citing a range of value-driven factors. Of those, 27% found a policy that offered better cover for a lower price.

Hughes explained that the new Market in Full Colour service was designed to provide insurers with a more comprehensive view of consumer behaviour by combining price tracking with insights on customer experience, proposition value and brand perception.

“In the post-GIPP world, understanding these deeper drivers of value is the key to sustainable growth,” he added.

“Our new service gives insurers the clarity and context to make smarter decisions, build loyalty and succeed in a market that demands more than just a competitive price.”