AXA holds about 6% of the UK car insurance market, making it a significant player but far from dominant. The UK market is worth over £19 billion annually, and it’s one of the most competitive insurance markets in Europe.
Understanding who competes with AXA matters if you’re shopping for car insurance. Each company takes a different approach to pricing, customer service, and coverage options.
AXA: Where They Stand
AXA operates as a mid-tier insurer in the UK market. After experiencing higher claim frequency in their motor lines in 2023, the company made underwriting adjustments in 2024 that turned their UK motor business around.
The company positions itself as offering comprehensive coverage with standard features you’d expect from an international insurer. However, AXA faces stiff competition from both larger market leaders and aggressive mid-market players.
Market Share Breakdown
Here’s how the major players stack up:
| Insurer | Market Share | Key Strength |
| Admiral Group | 13-15% | Multi-brand strategy, competitive pricing |
| Aviva | 10-12% | Digital innovation, telematics programs |
| Direct Line Group | 10-13% | Customer service, direct sales heritage |
| Hastings Direct | 7-8% | Digital-first approach, budget options |
| LV= | 5.8-7% | Customer satisfaction, service quality |
| AXA | 6-6.1% | Comprehensive coverage, international backing |
The Major Players Competing with AXA
Admiral Group
Admiral dominates the UK car insurance landscape with multiple brands under one roof. The group operates Admiral, Bell, Diamond, elephant.co.uk, Veygo, and Gladiator, each targeting different customer segments.
The numbers tell the story. Admiral reported 8.8 million UK insurance customers in 2024, a 19% increase from the previous year. That growth came from competitive pricing through comparison websites.
Their comprehensive policies typically include:
- Uninsured driver promise
- Windscreen cover as standard
- Courtesy cars during repairs
- Multi-car discounts
Aviva
Aviva ranks among the UK’s oldest and largest insurers with deep roots in British insurance, holding over 10% market share. The company has expanded aggressively through price comparison websites and operates the Quotemehappy brand, which often ranks among the cheapest options on these platforms.
Its focus on digital innovation includes telematics programs that offer young drivers better rates based on actual driving behavior rather than demographics alone.
The standard inclusions in their policies include:
- Uninsured driver promise (no excess if not at fault).
- Windscreen repair/replacement cover.
- Courtesy car for repairs (up to 14+ days, or optional for total loss).
- Up to 75% no-claims discount with protection options.
- £5,000 personal accident cover per person.
Direct Line Group
Direct Line Group operates brands including Direct Line, Churchill, and Darwin. For years, they famously stayed off price comparison websites, selling only through direct channels.
That changed in December 2024 when Direct Line launched three new products on Compare the Market, with plans to expand to other comparison sites in 2025. This move targets the 90% of UK motor insurance customers who buy through comparison platforms.
Their comprehensive policies include:
- Windscreen cover
- Misfueling protection
- Vandalism promise protecting no-claims discount
- Online and telephone support
LV= (Liverpool Victoria)
LV= has one of the strongest reputations for customer satisfaction. The brand consistently scores high in customer service surveys and focuses on comprehensive coverage with lifetime repair guarantees when using approved repairers.
Now owned by Allianz, LV= continues to operate as a distinct brand. Customer reviews praise their reliable service and straightforward claims handling. The trade-off is that their premiums often sit in the mid- to high-range compared to budget competitors.
Their comprehensive policy inclusions are:
- Lifetime guarantee on repairs at approved garages
- Uninsured driver promise (protects no-claims bonus)
- Windscreen repair/replacement as standard
- Courtesy car for total loss or repairs (up to 21 days)
- Personal accident cover up to £10,000 per person
Hastings Direct
Hastings built its business primarily through digital channels, targeting price-conscious customers. The group accepted 99% of customer motor claims in 2024.
The insurance company maintains a 7-8% market share through its dominance in the aggregator and app-based claims markets. Customer satisfaction scores remain solid despite premium competition.
They offer three policy tiers:
- Essential: Strips away extras for the lowest price
- Direct: Adds key features at mid-range price
- Premier: Includes RAC breakdown cover and higher medical expense coverage
Key Factors When Choosing Your Insurer
Price varies dramatically based on your age, location, driving history, and the car you drive. The same person can get quotes ranging from £500 to £1,500 annually.
Coverage levels differ even among comprehensive policies. Some insurers include courtesy cars as standard, while others charge extra. Windscreen excess, personal belongings coverage, and European travel days all vary.
Customer service quality shows up most when you make a claim. Check Financial Ombudsman Service complaints data. For example, AXA had 7.15 complaints per 1,000 policies, while Allianz had just 0.59 per 1,000 policies in recent FCA data.
Smart Shopping: Using Comparison Sites
Comparison websites drive ~90% of UK car insurance shopping via direct channels, separate from intermediated routes like bancassurance (brokers/banks).
Platforms such as CleanGreenCars.co.uk let you compare tailored motor quotes quickly and enter details once to get rates from UK providers, including AXA competitors, covering cars, vans, fleets, and taxis. Use Clean Green Cars to shop around and compare insurance options to find the lowest price tailored to your needs quickly.
Why They Work
- Save hours versus manual quotes
- Access competitive deals across panels
- Filter by coverage, ratings, and price
- View side-by-side instantly
- Get tailored options efficiently
Accuracy Tip
Quotes swing hundreds of pounds based on precise mileage, parking, and job title; always input accurately.
The Bottom Line
The UK car insurance market offers plenty of real choice. Admiral leads with competitive pricing, Aviva brings a trusted heritage and digital innovation, Direct Line shines in customer service, LV= tops satisfaction ratings, and Hastings appeals to budget shoppers.
AXA sits comfortably mid-pack, neither the cheapest nor the priciest, with reliable coverage and stronger performance after 2024 underwriting tweaks.
Tailor your pick to your situation by comparing quotes on Clean Green Cars; the average comprehensive policy runs £834, but shopping around saves hundreds—never renew without checking.
To read more content like this, explore The Brand Hopper
Subscribe to our newsletter
Go to the full page to view and submit the form.