What Consumer Intelligence does

Consumer Intelligence is a privately held Bristol-based B2B data, analytics and insight provider serving the UK general insurance market. Founded around 2003, the company sells benchmarking, consumer research and regulatory insight products to UK insurers, brokers, price comparison websites and broader financial services brands, claiming 70+ insurer partners and over 20 years of operating history. Its primary customers are UK personal and commercial lines insurers seeking daily competitor pricing visibility, brokers seeking behavioural insight, and PCWs seeking quotability diagnostics.

The company's technology stack centres on a daily price-collection pipeline tracking 600,000 prices per day and aggregating 10.5 million monthly data points across motor, home, pet, travel, bike, van, landlord, SME and rescue insurance. These observations feed the Viewfinder client portal and a portfolio of solutions including Daily Price Benchmarking, Market View, Trading View, Underwriter View (built on Microsoft Power BI), the Insurance Behaviour Tracker (running monthly since 2008), Consumer Outcomes Benchmarking, the Data Mapping Diagnostic, and PCW Question Set Monitor. In February 2026, the firm introduced Apollo and Atlas, proprietary machine learning capabilities that perform market segmentation, rating-factor analysis and pricing simulation. The company also operates a 78-member consumer survey panel (Viewsbank), runs a bi-weekly "Exciting Insight" newsletter to 4,000+ professionals, and supplies inflation-tracking data to the UK Office for National Statistics.

Consumer Intelligence monetises primarily through recurring B2B subscriptions to the Viewfinder platform and its modular solutions, complemented by bespoke reports, whitepapers and advisory engagements. Distribution is direct enterprise sales to UK insurers, brokers and PCWs, supplemented by gated content downloads, on-demand webinars and conference presence. Pricing is quote-based with multi-year contracts; no public price list is offered. The company is FCQA-independent, Hellios FSQS certified, and privately held with no disclosed parent, investor or M&A activity in the supplied data.

Name

Consumer Intelligence

Legal name

Consumer Intelligence

Website

https://consumerintelligence.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Consumer Intelligence is a Bristol-based B2B data, analytics and insight provider serving UK general insurers, brokers, price comparison websites and financial services brands through daily price benchmarking, consumer behaviour research and FCA Consumer Duty compliance solutions.

Ownership category

akta.pro rank

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription data and benchmarking services: Recurring B2B subscription revenue from insurers, brokers and PCWs accessing the Viewfinder platform and solutions such as Daily Price Benchmarking, Market View, Trading View, Underwriter View, IBT and Consumer Outcomes Benchmarking.
2. Custom reports, whitepapers and consulting: Revenue from bespoke reports, whitepapers and advisory engagements (e.g., Closing the Value Gap pet insurance report, Reframing Risk home insurance research, Verisk conference research) commissioned by or sold to specific clients.
3. Data and insight monetisation: Monetisation of aggregated, anonymised pricing and consumer data assets (10.5M monthly data points, 600k daily prices) via indices, infographics and reports distributed to the wider insurance market.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Consumer Intelligence provides subscription-based daily price benchmarking and consumer behaviour research to UK insurers, brokers, price comparison websites and financial services brands. It tracks 600,000 insurance prices daily, runs the long-standing Insurance Behaviour Tracker survey (monthly since 2008), and delivers regulatory insights for FCA Consumer Duty compliance through its Viewfinder client portal and Power BI-based Underwriter and Broker Proposition.

Product overview

Consumer Intelligence operates as a platform-plus-modules architecture rather than a single unified product. At its core sits Daily Price Benchmarking (tracking 600,000 prices per day across sectors) and the Viewfinder client portal, which together feed a portfolio of plug-in solutions organised into three pillars: (1) Market Benchmarking — Market View, Trading View, Underwriter View, Offers and Incentives Benchmarking, Additional Product Benchmarking, GIPP Performance Tracker, Data Mapping Diagnostic, PCW Question Set Monitor, Advertising Substantiations, plus vertical solutions SME Price Benchmarking and Landlord Price Benchmarking; (2) Consumer Research — the long-running Insurance Behaviour Tracker (IBT, running since 2008), the newer Consumer Outcomes Benchmarking, and the Consumer Survey Panel (Viewsbank); and (3) Regulatory Insights — Consumer Duty Benchmarking and Premium Finance Health Check. On top of this, the Apollo and Atlas machine learning capabilities add predictive and clustering intelligence over the same pricing data, the Car / Home / Van Insurance Price Indices publish ongoing price tracking, and Exciting Insight (newsletter, blog, webinars, reports, infographics) provides editorial and thought-leadership content to the UK general insurance market.

Differentiator

Problem solved

Functional benefit

Products and services

• Daily Price Benchmarking Tracks 600,000 insurance prices per day across the UK market so insurers can monitor daily pricing movements and optimise competitive position.
• Market View Insurance market benchmarking solution providing a uniquely comprehensive understanding of market dynamics, competitor behaviour and brand positioning within the UK general insurance industry.
• Trading View Enables insurers to track their own brand's performance and that of competitors, gaining a deep understanding of the market in which they are operating for trading and pricing decisions.
• Underwriter View A web-based platform built in Microsoft Power BI that empowers underwriters and brokers to benchmark performance, uncover competitive opportunities, and act faster with daily, data-driven insight.
• Offers and Incentives Benchmarking Provides a uniquely comprehensive view of competitor incentives to optimise product marketing and pricing strategies in a fast-paced market.
• Additional Product Benchmarking Tracks add-ons and additional product features across the market for competitive benchmarking.
• GIPP Performance Tracker Tracks the response of the insurance market and competitors in response to the FCA's General Insurance Pricing Practices (GIPP) policy implementation.
• Data Mapping Diagnostic Runs identical risks concurrently across all PCWs and compares what was input, what the insurer stored on their back end, and what outcome came back, surfacing invisible mapping, logic or historic-rule issues that undermine PCW performance.
• PCW Question Set Monitor Monitors PCW question sets to identify how risk inputs and product questions change across price comparison websites.
• Advertising Substantiations Supports substantiation of insurance marketing claims with market evidence.
• Insurance Behaviour Tracker (IBT) The most comprehensive insurance consumer behaviour tracker survey in the market, running monthly since 2008 across Motor and Home. Provides insight into consumer behaviour throughout the renewal process across modules including Shopping Journey, NPS, Customer Experience and Retention.
• Consumer Outcomes Benchmarking A dedicated quantitative survey of 3,000 insurance customers (1,500 home and 1,500 motor) providing statistically robust, actionable insights on brand performance against outcomes 3 and 4 of the FCA Consumer Duty, including coverage of the big 4 PCWs and vulnerable customer segments.
• Consumer Survey Panel (Viewsbank) Consumer survey panel of 78 members run by financial services experts, recruited via direct marketing, social media, and panellist referrals to give a diverse UK mix for consumer research and pricing projects.
• Apollo Machine learning capability that delivers aggregated market pricing models and analysis of how an insurer's rating structure aligns with or diverges from broader market strategies, highlighting rating factors, feature interactions and segmentation approaches across the market.
• Atlas Machine learning capability that provides more granular categorisation of risk, particularly postcode segmentation, enabling more accurate pricing of location-based risk and direct improvements to loss ratios.
• SME Price Benchmarking Market price visibility of 1,000 SME risk profiles across direct providers and PCWs every month so insurers can accurately compare pricing against competitors and the market.
• Landlord Price Benchmarking Market price visibility of 1,000 landlord risk profiles across direct providers and PCWs every month for competitive landlord-insurance pricing analysis.
• Consumer Duty Benchmarking Provides a comprehensive analysis of how financial services firms are adapting to the UK's FCA Consumer Duty regulations, which mandate higher standards of consumer protection.
• Premium Finance Health Check Evaluates how UK financial services firms are aligning their premium finance offerings with the FCA's Consumer Duty regulations, emphasising fair value and consumer protection.
• Viewfinder Client login portal through which subscribers access Consumer Intelligence's benchmarking dashboards, reports and interactive tools.
• Inflation Tracking Tracks insurance pricing movements as an inflation input; Consumer Intelligence monitors car insurance for the Office for National Statistics to use in official UK inflation statistics.

Quantifiable outcome

• Tracks 600,000 prices per day and 10.5 million monthly data points across UK insurance sectors
• +5 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core platform dependency, minor / event-level, strategic flagship customer / partner and strategic customer / partner.

• Microsoft (Microsoft Power BI)core platform dependencyTechnology or IntegrationConsumer Intelligence's "Underwriter and Broker Proposition" is described on the Resources page as "a powerful, web-based platform built in Microsoft Power BI, empowering underwriters and brokers to benchmark performance, uncover competitive opportunities, and act faster with daily, data-driven insight." This makes Microsoft Power BI a core technology underpinning CI's enterprise benchmarking delivery to insurers and brokers.
• Veriskminor / event-levelGTM or Marketing PartnerConsumer Intelligence CEO Ian Hughes was an invited speaker at the Verisk Insurance Conference, where CI debuted exclusive consumer research on the widening gap between consumer and insurer risk perception in home insurance ("Reframing Risk" report). The relationship surfaces CI's thought leadership to Verisk's insurance client base.
• GoComparestrategic flagship customer / partnerStrategic or Co-development PartnerIan Rowlands, Vice President of Partnerships at GoCompare, is quoted as a CI client: "We passionately believe in fusing data and insights in order to better help our customers... so we felt that Consumer Intelligence was exactly the right partner to work with." GoCompare is positioned as a flagship PCW partnership for Consumer Intelligence's benchmarking and behavioural insight.
• Direct Line Groupstrategic flagship customer / partnerStrategic or Co-development PartnerHadley Vernon, Head of Market & Competitor Intelligence at Direct Line Group, is quoted endorsing CI: "Consumer Intelligence provides valuable data, insights, and consultancy that feeds into discussions and decisions in numerous parts of the business. The fortnightly newsletter they distribute provides independent thought leadership... and is quoted by senior leaders in the business." Direct Line Group is one of the largest UK personal lines insurers and a flagship enterprise client.
• Somerset Bridge Groupstrategic customer / partnerStrategic or Co-development PartnerAidan Casey, Head of Pricing at Somerset Bridge Group, endorses CI as a pricing partner: "Having access to reliable and timely insight is absolutely imperative in helping us make confident pricing decisions in this ever-changing market. And this is exactly what our partnership with Consumer Intelligence delivers." Somerset Bridge is featured as a mid-market insurer client on the Resources page.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mintel: Global consumer research and market intelligence firm running subscription consumer panels and category reports. Comparable to CI's Insurance Behaviour Tracker and Consumer Outcomes Benchmarking in business model (subscription consumer research), but operating across many verticals rather than insurance only.
• Verisk: Global insurance analytics and data incumbent serving underwriting, claims and regulatory use cases across multiple geographies. Comparable to CI in serving UK insurer analytics buyers, but at vastly broader scale and portfolio breadth; CI's CEO has presented at the Verisk Insurance Conference.
• GlobalData: Large-scale market intelligence and data provider with insurance vertical coverage. Comparable to CI in providing subscription UK insurance insights, but at much broader sector and geographic coverage.
• LexisNexis Risk Solutions: Large-scale insurance data, analytics and identity provider used by UK insurers for pricing, underwriting and fraud. Overlaps with CI on insurer-grade data and benchmarking but at global scale and across more lines of business.

Emerging players

• Akur8: AI-driven insurance pricing platform used by insurers globally, including in the UK. Comparable to CI's Apollo/Atlas ML capabilities for pricing optimisation, but positioned as pure-play pricing software rather than benchmarking.
• Oxbow Partners: Specialist insurance advisory and research firm covering UK and European insurance strategy, distribution and InsurTech. Comparable to CI in serving UK insurance strategy audiences with research and benchmarking, but consulting-led rather than data-led.
• Earnix: AI-based pricing and rating engine for insurers, with a presence in UK personal lines. Overlaps with CI's predictive pricing intelligence and rating-factor modelling, but specialises in pricing software rather than market benchmarking.

Others

• Forrester Research: Subscription research and advisory firm serving enterprise buyers including financial services. Comparable to CI in the advisory/content-driven revenue model but covering technology and CX broadly rather than UK insurance specifically.
• Insurance Times: UK insurance trade media and events business serving insurer and broker professionals. Adjacent to CI's Exciting Insight newsletter, awards programme and conference speaking in audience and channel model, but media rather than data/benchmarking.

Direct peers

• Percayso: UK-based insurance intelligence and data enrichment provider offering pricing, claims and consumer insight to UK insurers and brokers. Directly comparable to Consumer Intelligence on UK general insurance data, enrichment and benchmarking.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/consumerintel
• LinkedInlinkedin.com/company/consumer-intelligence

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Consumer Intelligence