IKEA teams with Urban Jungle for UK home insurance

SOFIAH NICHOLE SALIVIO

News Editor

Urban Jungle has partnered with IKEA to launch home insurance for IKEA customers in the UK, marking IKEA’s first insurance partnership in the British market.

The range includes contents insurance, buildings insurance, and combined buildings and contents cover, with contents policies starting at £60 a year. Policies are available through IKEA’s website and price comparison sites, and customers can change or cancel cover without a fee.

The launch gives IKEA a new service category beyond home furnishings as retailers look for additional revenue streams and closer customer relationships. For Urban Jungle, the deal expands its white-label insurance model with a major consumer brand.

Contents cover offers protection of up to £120,000 and is aimed at renters, flatshares, students, and other households. Buildings insurance provides up to £1 million of cover as standard, with optional extras including accidental damage, home emergency, out-of-home cover, and legal expenses.

The companies are entering the market as underinsurance remains an issue in the UK, particularly among renters. Urban Jungle said only 57% of private renters currently have contents insurance.

Founded in 2016, Urban Jungle has served more than 300,000 customers in the UK across home and travel insurance. It sells directly to consumers and through partnerships with other brands.

Retail push

The agreement also broadens IKEA’s “life at home” services offer in the UK, which already includes home move and set-up services and a branded credit card. The insurance product is positioned as part of that wider push into services linked to household needs.

Insurance sold through retail and affinity partnerships has become a more established route to market for specialist providers, particularly in home, travel, and embedded finance products. These arrangements allow retailers to offer adjacent services without building their own regulated insurance operations from scratch.

Jimmy Williams, Chief Executive Officer and Co-Founder of Urban Jungle, said the deal was a significant milestone for the company.

“We are delighted to partner with IKEA, and this 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,” he said.

IKEA said the product forms part of its effort to support customers beyond furnishing purchases.

“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,” said Callum Leavy, Country Customer Experience Manager, IKEA UK.