Ikea launches UK home insurance deal

The Swedish furniture giant Ikea has entered the UK home insurance market, partnering with Insurtech Urban Jungle to provide coverage directly to its customers. This marks the first time the retailer has collaborated with an insurance provider in Britain, bringing a digital-first product to its loyal shopper base.

Urban Jungle’s technology powers the new offering, allowing customers to select from three distinct policy types. The products range from contents-only coverage to full buildings and contents packages, giving buyers flexibility based on their specific needs.

For renters, the contents policy covers up to £120,000. This includes belongings for students, flat sharers, and private tenants. Buildings insurance comes with a standard limit of £1 million, while a combined policy is available for those seeking full protection.

“We are bringing a simple, functional and affordable home insurance product to our customers,” said Callum Leavy, the country customer experience manager at Ikea UK.

Leavy explained that security is a core part of the retailer’s mission. “Ikea’s mission is to create a better everyday life for the many people and that extends to feeling secure and protected in your home,” he added. The company views this move as part of its wider “life at home” services strategy.

Urban Jungle’s chief executive, Jimmy Williams, emphasized the role of AI in the new arrangement. “We believe in fair insurance for everyone and by joining forces with Ikea, we can bring our technology-driven, artificial intelligence powered accessible home insurance to an even wider audience,” Williams said.

Harriet is a reporter at Insurance Times. With over a year under her belt, she has an interest in digging into emerging and underreported markets as well as a particular enthusiasm for risk management, talent and regulatory trends.

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She joined the title after completing a Master’s degree in Journalism in 2025, having previously graduated with a degree in English Literature.

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