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Four in five unaware surface water flooding could hit their homes
FoI data shows 42% of councils who responded received more reports of blocked highway drains in 2024 compared to 2023
- Admiral today launches “Flood Force”, supported by the National Trust, to empower homeowners amid increased risk of surface flooding
- 3x as many properties in England are at high risk from surface flooding vs from rivers and sea
- Three quarters (77%) affected by surface flooding in the UK have experienced it at least three times
- A quarter (26%) of homeowners cared more about catching a cold in bad weather than flooding at home
The rapidly growing threat of surface water causing flooding to UK homes is massively underestimated by many at risk, a new survey of homeowners reveals – with 80% unaware it could hit their property. For those who have never experienced flooding, just 4% think their home could be at future risk.
Surface flooding is caused during and after a deluge of rain from excess water which cannot be absorbed by the ground; sometimes because public street drains and culverts are blocked from leaves and other debris. But according to consumer research by Admiral Insurance, a stark disconnect exists over the severity of the issue.
While 32% of those surveyed were worried about surface water flooding risks, 68% were not. This comes despite government data showing 4.6m properties in England alone already face the risk of surface water flooding, and it predicts this will increase to 6.1m in as little as 15 years. In England, there are now three times as many properties at threat from surface flooding than from flooding by rivers and sea.
FoI data obtained by Admiral has identified one potential reason behind the threat; it showed 27 of the 65 UK councils who responded (42%) had received more reports of blocked highway drains in 2024 vs 2023. The top five of these saw significant increases with Midlothian Council at 358%, Scottish Borders Council at 153%, South Ayrshire Council at 142%, Brighton and Hove City Council at 114%, and London Borough of Sutton at 113%.
Admiral’s consumer survey of more than 2,000 homeowners across the UK also discovered how for those who have experienced surface flooding, 85% were concerned their property would flood again. Three quarters (77%) had been affected three or more times while a third (34%) had suffered at least five times. More than a quarter (28%) of the most recent surface flooding episodes were in the last year.
TV presenter Sean Fletcher, a member of the insurer’s new Flood Force – which launches today in partnership with National Trust – believes greater public knowledge about the threat of surface flooding and how to prepare for it is needed. Flood Force’s experts will provide regular tips and advice on its dedicated webpage for surface flooding preparedness so people can take action to better protect their homes.
“When we hear about flooding, we usually think of burst riverbanks or high sea levels,” Fletcher explains. “But surface flooding from heavy rainfall is becoming a bigger issue. We need to prepare, especially given two thirds (68%) of homeowners across the UK who could be affected are unconcerned about the risks.”
With millions clearly underestimating the threat, Admiral is calling on people to heed the warnings. Shockingly, a third (34%) questioned in the consumer research admitted to worrying more about their plans being disrupted when heavy rain is forecast than their home or garden being damaged from floodwater. A quarter (26%) cared more about catching a cold in bad weather than flooding at home. Heavy rain and flooding also came bottom of a list of weather events Brits felt prepared for.
Weather Event | Percentage of people who feel prepared |
Cold snaps | 50% |
Heatwaves | 38% |
Snow and ice | 35% |
Strong winds | 33% |
Heavy rain and flooding | 32% |
Admiral’s Flood Force initiative, which is supported by the National Trust, sees it led by Fletcher alongside Mary Long-Dhonau OBE, AKA Flood Mary – who turned lived experience into nationwide campaigning – plus gardening influencer Danny Clarke, Joel Read from environmental consultants Ashfield Solutions, and National Trust conservation and restoration specialist Ben Eardley. It will educate homeowners about the threat of surface flooding and help them take action to better protect their own homes.
While reports of blocked highway drains are on the rise, there are signs in the FoI data obtained by Admiral that many authorities are taking action to combat the surface flooding threat. It shows that two thirds (64%) of councils who responded have increased the number of drains they had cleared in 2024 compared to 2023.
And while four in ten (43%) in the Admiral consumer survey said they had never taken any flood resilience measures, the research did identify three of the most popular precautions taken by homeowners:
- Cleared gutters/drains regularly
- Planted real grass in the garden instead of artificial
- Created a permeable driveway
Flood Mary, who has spent 25 years campaigning for flood-ready homes, says: “Flooding isn’t a future problem, it regularly happens now; many of us have lived it several times over. I’m proud to join Flood Force to help homeowners take control, not by scaring them, but through demonstrating practical steps to reduce the damage and stress flooding causes.”
On the new Flood Force webpage there are expert insights and tips for at-home flood prevention - providing critical knowledge at a time when climate change is making extended periods of extreme winter rainfall seven times more likely.
As part of a long-term partnership, Admiral and National Trust will also work together to combine financial investment with on-the-ground conservation expertise, funding UK flood defence through pioneering, nature-based solutions and landscape restoration projects. Ben Eardley, from National Trust, explains: “We’ve seen the benefits of natural flood prevention, like tree planting and wetland restoration, and Admiral’s support will help us expand that work to protect both landscapes and local communities.”
Noel Summerfield, Household Director at Admiral Home Insurance, adds: “Our research makes clear how surface flooding is no longer a rare event – it’s an increasing reality. By partnering with National Trust and bringing together experts through the Flood Force, we want to empower homeowners with the knowledge and tools to better protect what matters most.”
For more information, visit: admiral.com/floodforce