IKEA has entered the UK home insurance market through a partnership with insurtech Urban Jungle, embedding home insurance at the point of sale for its customers. According to GlobalData's 2025 UK Insurance Consumer Survey, 30% of consumers said they would be willing to buy a home insurance policy from IKEA, the highest proportion among alternative providers, compared with 18.4% for Amazon, which discontinued a similar initiative in 2024. Only 15.4% of consumers were familiar with Urban Jungle, signaling a major win for the insurtech. The partnership offers contents and buildings cover during the same transaction as furniture purchases, with no further input required, unlike Amazon's price comparison website model. Following the partnership, the Financial Conduct Authority moved Urban Jungle into its Scale-Up Unit, a program giving fast-growing firms dedicated regulatory support.
GlobalData PLCGlobalData's survey data is cited, highlighting consumer willingness to buy insurance from IKEA, which may boost demand for its research services.
Amazon.com IncPartnership with IKEA and FCA Scale-Up Unit support signal growth and regulatory backing.
