This article is by David Joyson, Chief Customer Officer at specialist home insurer, Homeprotect, part of the Avantia Group
Every year many UK homeowners face familiar winter challenges from frozen pipes to storm damage, and heightened security concerns during longer nights. Yet while many recognise these seasonal risks, new research commissioned by Homeprotect shows a growing gap in how well people understand their homes and the protection their insurance provides.
Confidence is often high, but knowledge doesn’t always keep pace. This mismatch in awareness – most pronounced among younger homeowners – could be leaving many properties, and their owners, more exposed than they realise. For insurers, it presents a clear opportunity to engage customers with practical education that helps to prevent losses, protect homes, and build lasting trust.
The growing awareness gap
Homeowners’ understanding of property risks in the UK is inconsistent, with confidence levels varying across different age groups. Our research indicates many people remain uncertain about what their home insurance covers, especially regarding complex or seasonal risks.
The study found almost one in three homeowners lack confidence in their understanding of subsidence. Similar levels of uncertainty were noted regarding storm damage and escape of water. Additionally, a quarter of respondents said they felt unsure about their flood cover, and around one in five lacked confidence for accidental damage, theft, or fire.
Younger homeowners are the least confident overall. Almost half of those aged 18 to 24 admit they don’t fully understand what subsidence cover includes, and more than a third struggle with property hazards or insurance terminology. In contrast, around 80% of homeowners aged 55 and over feel confident in their knowledge, revealing a notable generational divide in home‑risk awareness.
This gap likely reflects different life experiences and learning habits. Younger generations may be more likely to rely on online videos and quick tutorials for advice, which is helpful for simple fixes but is rarely a substitute for hands‑on experience. Whereas older homeowners, many who will have managed their properties over time, are likely going to be more familiar with maintenance and risk prevention.
Low awareness of these issues can contribute to underinsurance, unmanaged risks, and preventable claims. By helping customers develop real‑world understanding of their cover and how to prevent damage, insurers can protect households, reduce losses and foster long‑term trust.
Communicating risk in an age of information overload
As insurers, we know that despite best efforts to communicate the importance of understanding your policy documents, they may not always be fully read by homeowners. Yet ensuring homeowners grasp what each specific risk entails, the limitations of their cover, and the measures they can take to reduce those risks is crucial.
Insurers must help homeowners understand practical steps for risk mitigation, which, in turn, can reduce the number of preventable claims.
Clear communication
Transparent communication is key to improving home risk awareness and building a culture of prevention. Simple, jargon-free and engaging communication can make a real difference. Visual content, such as infographics, short clips, and interactive guides, can also reinforce written messages and help translate policy clauses into real-world actions.
Targeted education through interactive customer tools
Awareness should start at the point of ownership and continue throughout the policy lifecycle. Educational content can be woven into onboarding journeys for new homeowners, renewal communications, or interactive tools that provide guidance and insights into specific home risks.
At Homeprotect, we have analysed our claims data to identify which risks, such as flooding, are increasing and which areas need additional support. This thinking shaped our Home Risk Calculator, a proprietary digital tool that enables any homeowner to see how their postcode influences their exposure to perils such as flooding, subsidence, fire and theft – by using our proprietary data to look at risks for properties like theirs in their area, and providing tailored tips to reduce those risks and increase resilience.
Smarter data utilisation to help protect homes
Insurers typically have huge amounts of data. Using that data effectively can allow them to personalise and prioritise their communications. Predictive insights can highlight the most relevant risks for each customer. A homeowner in a flood-prone postcode, for instance, could receive early warnings, maintenance checklists, and advice about local resilience schemes before bad weather hits.
Likewise, analysing claims repudiation data could help reveal gaps in customer understanding, whether that’s to do with roof wear and tear, keeping on top of home maintenance, or security precautions.
Building a more resilient generation of homeowners
The challenge highlighted by our research is widespread. Everyone in the industry has a role in bridging the knowledge gap. Success will depend on collaboration and transparency.
If we get this right, customers can enjoy more resilient homes and fewer disruptive incidents, whilst insurers could experience lower claim frequencies and stronger loyalty. By combining credible data insights, innovative tech, and real-life examples, we can help every generation of homeowner be prepared for whatever challenge they may face.
About Homeprotect Homeprotect is a trading style of Avantia Insurance Limited which is authorised and regulated by the Financial Conduct Authority, Firm Reference Number 304432. Home Insurance is underwritten by AXA Insurance. For more information, go to https://www.homeprotect.co.uk or https://www.avantiagroup.co.uk.
Homeprotect is committed to helping customers understand their insurance coverage and prevent property damage. The business continues to invest in clear policy communication and customer support tools, such as its new Home Risk Calculator.
About the Home Risk Calculator: Homeprotect’s Home Risk Calculator is a free online tool where users can assess their property’s exposure to common risks. (Note: The tool provides general guidance only – it’s not financial or insurance advice and won’t impact policies, premium, or claims).
Homeprotect uses the information a consumer provides to look at the risks for properties like theirs in their area, based on the information Homeprotect has about nearby properties. They may use national average risk data for a property’s risk report if they don’t have specific data for a property’s circumstances.
About the research: The research was conducted by Censuswide with a sample of 2,000 nationally representative respondents (18+). Quotas were applied to nationally representative proportions for age, gender and region aged 18+. The survey fieldwork took place between 24.09.2025 – 29.09.2025. Censuswide abides by and employs members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.
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