According to GlobalData’s 2025 UK Insurance Consumer Survey, 30% of consumers said that they would be willing to buy a home insurance policy from IKEA if it were to offer it. Among all alternative providers, IKEA recorded the highest proportion of respondents stating they would be willing to buy a home insurance policy from the brand. In contrast, Amazon, which launched a similar initiative but discontinued it in 2024, attracted 18.4% of positive responses. Meanwhile, only 15.4% of consumers were familiar with the brand Urban Jungle, signaling the partnership is a massive win for the insurtech.
Beatriz Benito, Lead Insurance Analyst, GlobalData, comments: “The IKEA and Urban Jungle partnership reflects the continued market move toward greater convenience, as more partnerships emerge and the embedded insurance move continues to gain traction.”
IKEA customers purchasing furniture or home furnishings will be offered contents and buildings insurance cover in the same transaction—before many of them even thinking about the need for insurance—creating a frictionless and more-streamlined experience.
Benito continues: “The partnership differs from Amazon’s proposition, in which the online giant offered home insurance as if it were a price comparison website (PCW), requiring manual quote inputs, yet working only with a few underwriters. In contrast, IKEA’s partnership is solely focused on Urban Jungle’s products and is streamlined at the checkout, with no further input required.”
Benito concludes: “The rise of embedded insurance partnerships poses a continued threat to traditional distribution channels, particularly insurance brokers and PCWs. Both brokers and PCWs act as middlemen between consumers and insurance underwriters, but the embedded model removes the need for this by integrating insurance at the POS with other products, placing insurance directly in the customers’ primary journey. While insurers could potentially arrange their own embedded partnerships, the model will naturally disrupt intermediaries, particularly for less-complex cover.”
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