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Digital Maturity Report 2026: The UK's Top 20 Insurance Companies

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The digital performance gap that’s costing UK insurers customers

Remarkable CX’s new Digital Maturity Report has benchmarked the UK’s top 20 insurance companies across ten areas of digital performance — and the results reveal a sector investing heavily in digital transformation while falling short where it counts: the customer experience.

In The UK’s Top 20 Insurance Companies: Digital Maturity Report 2026, Remarkable reveals where the aggregator model has left insurers exposed, why AI visibility is already dividing the market, and which brands are quietly pulling ahead of their peers.

Scores are drawn entirely from independent third-party sources including SEMrush, Trustpilot, Defaqto, Google PageSpeed Insights, and WCAG audit tools. No insurer self-reported. The result is the most comprehensive external digital marketing benchmark in UK insurance.

Inside the report:
* Only one insurer — Aviva at 70.8% — scores in the ‘Good’ tier overall, while the majority of insurers of the 20 fall below 55%.
* The gap between the highest and lowest AI visibility scores (83 vs 27) reflects years of content authority decisions, not a technical SEO fix.
* Several insurers spend over £60 per click on paid search in a margin-compressed market, while the most efficient brands generate comparable volume at a fraction of the cost.
* No insurer in the study passes all four website effectiveness criteria simultaneously — speed, Core Web Vitals, accessibility, and multilingual support.

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