Key findings:

  • Nearly seven in ten British adults (68%) are unfamiliar with subscription-style, app-based insurance services, highlighting a major awareness gap.
  • Over a third (36%) of non-users say lower cost or pay-as-you-go pricing would encourage them to try these services.
  • The top concern among potential users is the risk of higher long-term costs, cited by 40% of respondents.

App-based insurance services such as Cuvva, Urban Jungle, and AvivaPlus offer flexible coverage that users can manage, pause, or cancel on demand. A recent YouGov Surveys: Serviced poll explores how British adults perceive these subscription-style insurance models. While overall awareness remains limited, the findings highlight both key concerns and potential opportunities among consumers.

More than two thirds of respondents (68%) report no familiarity at all with subscription-based, app-managed insurance services. Among those who have at least heard of them, 17% say they know little about what these products offer, and only 8% feel they understand them well. Actual uptake remains very limited, with just 3% currently using a subscription-style insurance service.

When it comes to purchasing any insurance, comparison websites remain the go-to method for most Britons. Over half of adults (56%) use these platforms, with 32% buying directly from insurers’ websites. App-based insurance providers currently serve only 2% of the market, suggesting that despite growing availability, adoption is minimal.

Drivers and deterrents shaping interest in subscription-style insurance

Among those who do not currently use these subscription-style services, cost savings are the top incentive for them to try. More than a third (36%) say they would be encouraged to try a subscription-based model if it offered lower overall costs or pay for what you need flexibility.

Transparent pricing (29%) and ease of app management (22%) also resonate. Roughly two-fifths (41%) of 25- to 34-year-olds cite cost savings as a motivator, while 27% mention ease of app use. However, more than a third of all respondents (35%) say nothing would encourage them to try this model — rising to 43% among those aged 55+.

When it comes to barriers to adoption, the most cited issue is potential higher costs over time (40%), followed by worries about claims reliability (36%) and limited or unclear coverage (33%). Data privacy is also a factor, mentioned by 23%, and one in five respondents (20%) say they simply prefer speaking with a person over using an app. Among those aged 55 and over, this preference jumps to 29%, highlighting a generational divide in comfort with digital-only service models.

When asked which type of insurance they’d be most open to trying in a subscription format, travel insurance leads the way (29%), followed by car or vehicle insurance (19%).  Meanwhile, 28% were unsure which type of insurance they’d consider, indicating that many consumers are still evaluating whether such services fit their needs.

As the insurance industry experiments with more flexible, digital-first models, the data suggests a path forward: increasing consumer awareness and addressing concerns about reliability and long-term value could be key to wider adoption.

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Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between 17-18 November 2025, with a nationally representative sample of 2,070 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.

Image: Getty Images

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