The UK’s general insurers have been ranked on their performance in offering a digital experience to customers across a policy’s lifecycle, and the findings reveal that the industry still has a way to go.

Twenty four insurers were ranked based on their digital offerings across eight services, with claims coming out as the area most lacking – just 4% of insurers were found to offer claims services digitally.

Aviva came out on top in the report. Hastings Direct came in tied second alongside Aviva brand Quote Me Happy, followed by Swiftcover, and More Th>n in fifth place.

“I don’t think there has been a real urgency to change in the last 10 years. There’s not been the pressure there is now around the whole insurtech buzz, that is starting to make insurers take a bit more notice of offering more slick digital journeys,” commented Mark Andrews, Altus Consulting domain director for general insurance.