Last reviewed: June 2026
TL;DR
esure (KT Score 64) vs Admiral (KT Score 71): Admiral leads on every quality metric -- FOS uphold rate, multi-car cover and KT Score. esure may price lower for standard single-vehicle risks on comparison sites. If price is the primary driver and the claim risk is low, esure is competitive. For complaint outcome quality, Admiral is materially better.
esure vs Admiral: The Quality Gap
esure Insurance Limited (FCA FRN 203786) and Admiral Group plc (FCA FRN 314481) are both present on all four major UK car insurance comparison sites with Defaqto 5-star comprehensive products. The quality gap between them is more pronounced than in most brand comparisons in this series. Admiral outperforms esure on FOS complaint data, KT Score methodology, and multi-car product range. esure's main potential advantage is comparison site pricing for standard single-vehicle risks.
FOS Data: The Clearest Differentiator
FOS annual data for 2022/23 shows Admiral at 34% uphold rate -- well below the sector average of 38%. esure was above the sector average. The gap between them on this metric is the largest quality differentiator in the Wave 3 assessment. For buyers who prioritise complaint outcome quality alongside price, Admiral's FOS record is materially stronger.
Multi-Car: Admiral Only
Admiral MultiCover allows up to 6 vehicles on a single policy with household discounts. esure does not offer a multi-car product. For households with multiple vehicles, Admiral has a specific product advantage that esure cannot match.
Sheila's Wheels: esure's Unique Angle
esure's Sheila's Wheels sister brand targets female drivers specifically. Both brands appear on comparison sites, potentially providing two separate price points for the same driver profile. Admiral does not operate a gender-targeted brand. For female drivers running a comparison site quote, checking both esure and Sheila's Wheels listings is worthwhile as pricing may differ between the two entries.
KT Score Comparison
Pricing on Comparison Sites
esure and Admiral appear in the same comparison site results for standard car insurance. esure has historically been competitively priced, particularly for lower-risk driver profiles. Admiral's pricing is competitive across a broader risk range including younger drivers through its Littlebox telematics product. For experienced drivers aged 30-60 with established no-claims histories, esure's comparison site pricing is often competitive with Admiral's standard product.
Cancellation Fees
Both esure and Admiral charge cancellation fees for early policy termination. esure's cancellation terms have been a source of FOS complaints, contributing to its above-sector uphold rate. Admiral's cancellation fee structure generates fewer proportional FOS complaints. Buyers who anticipate any possibility of mid-term cancellation should review the cancellation fee schedule for both brands at point of purchase.
No-Claims Discount and Portability
Both esure and Admiral accept no-claims discount (NCD) evidence from previous insurers. Standard NCD proof is a renewal notice or letter from the previous insurer confirming years of no-claims discount. Both brands offer NCD protection as an optional add-on, preventing a single claim from reducing accumulated discount at renewal. The NCD protection mechanics are broadly equivalent between the two brands and are a standard feature of the UK motor market rather than a differentiator.
The Zurich backing provides esure with financial strength that smaller standalone UK insurers cannot match, partially offsetting the FOS quality gap versus Admiral for buyers who weight financial security alongside complaint outcome data in their assessment.
Both esure and Admiral comply with FCA dual pricing rules requiring renewal quotes at new customer equivalent rates. For policyholders of either brand, running a comparison site quote at renewal remains the most practical way to verify the renewal price reflects the current market for the specific driver profile and vehicle combination.
Disclaimer: Kael Tripton Ltd is not regulated by the Financial Conduct Authority and does not provide financial advice. This article is editorial research only, drawing on publicly available FCA register data, FOS annual data, and Defaqto ratings. All product details should be verified directly with the insurer before making any purchase decision.
Frequently Asked Questions
Is esure or Admiral better for car insurance?
Admiral scores higher on the KT methodology (71 vs 64) and has a materially better FOS complaint record. Admiral also leads on multi-car cover. esure may price lower for standard single-vehicle risks on comparison sites. For overall quality, Admiral is the stronger brand on available evidence.
Does esure offer multi-car insurance?
No. esure does not offer a multi-car product. Admiral MultiCover allows up to 6 vehicles on a single policy with household discounts, which is the market-leading multi-car offer.
Who founded esure?
esure was founded in 2000 by Peter Wood, who also founded Direct Line in 1985. Wood's background in direct-to-consumer motor insurance informed esure's comparison site distribution model. esure was listed on the LSE in 2013 and taken private by Bain Capital in 2018.
Does Sheila's Wheels give cheaper quotes than esure?
Sheila's Wheels and esure are the same underlying product under the same FCA registration. Pricing may differ between the two brand listings on comparison sites for the same driver profile. Both should be checked when running a comparison site quote.
What is esure's financial backing?
esure is backed by Zurich Insurance Group, which acquired a significant stake in esure Group in 2021 and provides reinsurance capacity. Zurich holds an AA- S&P financial strength rating. UK policyholders are also protected by the FSCS up to applicable limits.
Sources
- FCA Financial Services Register: register.fca.org.uk, FRN 203786 (esure), FRN 314481 (Admiral)
- FOS Annual Data 2022/23: financial-ombudsman.org.uk
- Defaqto Star Ratings: defaqto.com
- Zurich Insurance Group: zurich.com
