IKEA UK Home Insurance
B2C Insurtech | White-label home insurance
Urban Jungle partnered with IKEA UK to launch a white-label home insurance product across direct and Price Comparison Website (PCW) channels.
The goal was to deliver a fully white-label, conversion-optimised experience across direct and PCW channels, proving that sub-brand partnerships could unlock meaningful new volume without compromising on brand integrity or user experience.
OVERVIEW
10 million UK households trust IKEA to furnish their homes. None of them could insure one through it.
IKEA had the reach and the trust. My job was to join them — a fully white-label insurance experience that read as unmistakably IKEA across four price comparison websites and a direct journey, while satisfying a regulatory requirement that customers always know Urban Jungle administers the policy.
10M+
IKEA Family members in the UK
95.6%
of PCW home insurance users are on the four platforms we integrated with
53%
of consumers choose a known brand over a cheaper unknown on a PCW
SOLUTION
We inherited the system, not the journey. Reusing validated components is what bought us the time to spend on flow.
Re-skin, don't rebuild
A ground-up build would have taken months, and re-litigated interaction patterns engineering had already validated.
Instead, I re-skinned Urban Jungle's existing Tailwind component library; colour, typography, iconography and photography swapped for IKEA's design language, underlying logic and interaction patterns untouched.
120+ components across Figma, Tailwind and frontend engineering services, delivered build-ready in 3.5 weeks, saving an estimated 1.5–2 months of engineering time.
A co-branding system
The hardest negotiation was with Ingka, the entity that owns the IKEA trademark. Their concern was how clearly customers were told the product is administered by Urban Jungle — not a visual preference, but a question with regulatory weight.
We produced numerous mockups exploring different co-branding approaches across both PCW results pages and the direct journey. The final solution is context-dependent rather than fixed:
At journey entry, a more prominent shared logo, where trust and transparency matter most and the customer is making a decision about who they're buying from.
On PCW results rows, a more IKEA-forward treatment, where logo real estate is severely constrained and recognition has to do the work in a few pixels.
Prototypes as the alignment tool
I used Figma Make and Claude Code to produce clickable prototypes fast enough to bring into IKEA UK's early review cycles. Showing how the brand moved and behaved across interactions, rather than presenting static screens, gave stakeholders the confidence to sign off on UX decisions.
OUTCOME
Fixing IKEA and Urban Jungle at the same time
IKEA's audience skews more mainstream than ours, and we expected it to skew more mobile too. That pressure made existing friction impossible to ignore — so the re-skin became a chance to fix it.
Mobile first
56% of Urban Jungle customers buy on their phone, but the journey was built desktop-first. For IKEA we flipped it. Designing for thumb reach and shorter attention spans surfaced layout improvements that had nothing to do with branding — just better UX, now available to both brands.
Consolidating key flows
83% of customers add Out of Home cover
Adding items and adjusting cover level were two separate steps with awkward warning edge cases between them. I collapsed them into a single component and a single view.
OUTCOME
Experimenting with A/B tests and including refinements drawn from Urban Jungle's trading initiatives and recent user research:
We ran an experiment that failed
In parallel, we A/B tested a one-page PCW checkout on Urban Jungle. The hypothesis was that a simpler, continuous flow would lift conversion. It produced a statistically significant 12% drop.
IKEA launched on the proven multi-page journey. Making that call meant giving up the more elegant design — but launching a partner brand on an unvalidated flow was a risk that belonged to us, not to IKEA.
Giving customers options
Re-added the Good / Better / Best page across both the Home and Contents-only PCW journeys, ordered Basic first, directly addressing the finding that contents customers would pay more when the upgrade was legible.
Making value visible and consice
Rebuilt the PCW payment-page price card to show all included cover at a glance, so the education happens before the payment decision rather than after it.
OUTCOME
The impact
We went live with 3 insurance products (Home, Buildings-only and Contents-only insurance) directly from IKEA's website and on 4 PCW sites (MoneySuperMarket, GoCompare, Compare The Market and Confused.com). With a full account manager portal that allowed customers to edit their policy, make claims and update payment details.
120+ components
Shared across Figma, Tailwind and frontend engineering services
3.5 weeks
Kick-off to build-ready assets
90+ screens
5 purchase journeys, 3 products, direct + PCW, plus account management
1.5-2 months
Engineering time saved versus a rebuild from scratch