IKEA has entered the UK home insurance market through a partnership with InsurTech provider Urban Jungle, marking the retiler’s first collaboration with an insurance provider as it expands its wider range of life at home services.
The partnership will give IKEA customers access to a digital-first home insurance offering powered by Urban Jungle’s technology platform. The service allows customers to select cover based on their needs, with policies designed around flexibility, transparency and online management.
Customers can purchase policies digitally within minutes, with monthly rolling terms removing the need for long-term commitments. Policyholders can also make changes to their cover online at no additional cost, allowing them to adjust protection as their circumstances change.
The offering includes three main policy options: contents insurance covering up to £120,000, including options for renters, flatshares and students; buildings insurance covering up to £1m as standard; and combined buildings and contents cover. Customers can also add optional protection such as accidental damage, home emergency assistance, out-of-home cover and legal expenses.
The launch highlights the growing role of embedded insurance, where financial products are increasingly integrated into existing customer journeys rather than purchased separately through traditional insurance channels. By bringing insurance directly into IKEA’s ecosystem, the partnership aims to make home protection more accessible at the point where customers are already making decisions about their living spaces.
Founded in 2016, Urban Jungle has established itself as one of the UK’s leading digital insurance providers, serving more than 300,000 customers across home and travel insurance. The InsurTech company operates both direct-to-consumer and white-label partnerships, using technology including AI-powered fraud detection to support pricing and risk assessment.
IKEA said the insurance launch forms part of its broader Life at Home services strategy, which extends beyond furniture into solutions designed to support customers throughout their homeownership and renting 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.”
Copyright © 2026 FinTech Global
