Compare the Market has been named the UK’s top-performing insurance brand on TikTok.
It comes as insurers increasingly compete for attention on social platforms through organic content rather than paid advertising.
Researchers behind the ranking said the strongest-performing brands succeed by building distinctive, recognisable content formats rather than relying on follower numbers alone. “Insurance is one of the least distinctive categories on the platform, which makes it one of the easiest to stand out in,” they said.
The inaugural TikTok Rankings 2026 report, published by Nonsensical, assessed 20 UK insurance brands using a year’s worth of organic TikTok data from Buzzlytics. Accounts were scored on average organic views, distinctiveness, deep engagement, reactivity and posting consistency, with paid views excluded from the analysis.
Compare the Market claimed the top spot with a score of 70, narrowly ahead of Bupa UK on 69 and MoneySuperMarket on 68. AXA UK and Cuvva completed the top five.
The study found the 20 ranked brands generated a combined 14 million organic views over the 12-month period from July 2025 to June 2026, with average deep engagement of 0.75%.
Bupa was recognised for having both the highest engagement rate and the most shared content, while Urban Jungle was rated the sector’s most distinctive TikTok account. Everypaw earned the award for best reach per follower and Napo was judged the strongest at leveraging trends.
According to the report, many insurance brands remain underdeveloped on TikTok, with an average distinctiveness score of just 2.6 out of five. Researchers argued that the sector remains “wide open” for brands willing to create platform-native content and commit to recurring formats.
The report highlighted that some of the biggest insurance brands are posting relatively infrequently despite already having established audiences. Compare the Market posted 24 times during the 12-month period, while Scottish Widows posted 27 times and Veygo 23.
Researchers said brands achieved the strongest results when they committed to a consistent format. Examples included Compare the Market’s use of its meerkat characters, Urban Jungle’s vox-pop style content and Tempcover’s humour-led videos.
The findings reflect a broader shift among financial services brands towards short-form video marketing, as firms look to reach younger audiences through social media channels and build engagement without relying solely on traditional advertising.
Read the full report, here.