"Peace of mind is worth a lot and for many consumers, it’s valued more highly than the cost of the policy itself, as long as they can trust it will protect them when needed"
- Louise Pengelly - Paymentshield
New research from Paymentshield, a general insurance provider, highlights that many consumers are seeking guidance when purchasing home insurance, with peace of mind often outweighing price considerations.
The survey, conducted online by YouGov with 2,067 UK adults between 26th and 28th September, found that nearly half (47%) would prefer to receive advice when buying home insurance rather than navigating the process alone. Only 15% said they would not want advice.
Key reasons consumers seek guidance include:
Peace of mind: 35% said it is the main reason for seeking advice.
Better products: 28% believe advice will help them choose a more suitable policy.
Willingness to pay more: 56% said they would pay extra to ensure their cover meets their needs.
The survey also highlighted the prevalence of cover anxiety. Nearly one in four respondents (24%) admitted to having doubts about their cover when purchasing online. This rises to 33% for those using price comparison sites in the past 12 months.
Cover anxiety was more pronounced in households with children. Doubts about cover increased with each additional child, peaking at 42% in households with three or more children. This suggests that busy parents may make quicker decisions without fully considering policy details.
Paymentshield believes the findings can help advisers address price-related objections and engage clients more effectively. In its 2025 Adviser Survey, 34% of 485 advisers said that the availability of cheaper online policies is the main reason they hesitate to discuss general insurance with clients.
“Peace of mind is worth a lot and for many consumers, it’s valued more highly than the cost of the policy itself, as long as they can trust it will protect them when needed," said Louise Pengelly, proposition director at Paymentshield (pictured).
“What’s especially encouraging is the number of people who say they want advice. This research shows there’s a large, receptive audience ready to engage with advisers, and it clearly challenges the idea that clients aren’t interested in talking about insurance.”
