IKEA, the global home furnishings retailer, has entered the UK home insurance market through a partnership with InsurTech provider Urban Jungle, a UK-based InsurTech provider, to launch a digital home insurance offering for customers across the UK, marking the retailer’s first collaboration with an insurance provider.
The partnership gives IKEA customers access to flexible home insurance products through Urban Jungle’s digital platform, allowing policyholders to select cover based on their circumstances and manage their policies online. The launch highlights how insurers and consumer brands are increasingly exploring embedded insurance models to bring protection products closer to everyday customer journeys.
Through the new offering, customers can purchase policies digitally within minutes and choose monthly rolling cover rather than committing to longer-term contracts. Policyholders can also make changes to their cover online without additional fees, providing greater flexibility as their insurance needs evolve.
The product range includes contents insurance with protection of up to £120,000, including options designed for renters, flatshares and students. Customers can also access buildings insurance with up to £1m of standard cover, as well as combined buildings and contents policies.
Additional options are available for customers seeking wider protection, including accidental damage, home emergency assistance, out-of-home cover and legal expenses. Contents insurance starts from £60 a year.
The launch comes as embedded insurance continues to gain traction, with insurers looking to integrate products directly into existing consumer experiences rather than relying solely on traditional distribution channels. By placing insurance alongside IKEA’s wider home services offering, the partnership aims to simplify access to protection at a key moment when customers are already considering their living arrangements.
Founded in 2016, Urban Jungle is a digital InsurTech company focused on home and travel insurance products. The company serves more than 300,000 customers and operates through direct-to-consumer and white-label partnerships. Its technology offering includes AI-powered fraud detection capabilities, which support its approach to pricing and risk assessment.
For IKEA, the insurance launch forms part of its wider Life at Home services strategy, extending its customer offering beyond furniture and home furnishings to include additional solutions designed to support customers throughout their home journeys.
Urban Jungle CEO and co-founder Jimmy Williams said, “We are delighted to partner with IKEA and this partnership marks a significant milestone in Urban Jungle’s mission. We believe in fair insurance for everyone, and by joining forces with IKEA, we can bring our technology-driven, AI powered accessible home insurance to an even wider audience. We are proud to be the first insurance provider to collaborate with IKEA in the UK, offering insurance that truly puts the customer first.”
IKEA UK country customer experience manager Callum Leavy added, “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. By partnering with Urban Jungle, we are bringing a simple, functional and affordable home insurance product to our customers, ensuring they have peace of mind that their homes and belongings are protected. As part of our wider Life at Home services offer, this partnership helps us support customers beyond home furnishing, making everyday life at home a little easier.”
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